Newswire PRO
PR Services: What's Included, Cost & Who Needs Them
PR services are the outside help a company buys to earn media coverage and build its reputation: strategy and planning, content development such as press releases, media relations and pitching, media monitoring, and measurement and reporting. Public relations services differ from advertising because the coverage is earned, not bought. Newswire PRO delivers this work as done-for-you packages for companies that lack the resources, time or know-how to do it in-house.
What are PR services?
The Public Relations Society of America defines public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics" ( PRSA). PR services turn that definition into work you can hire for: deciding what to say, writing it, getting it in front of the right journalists and tracking what happens next.
The U.S. Bureau of Labor Statistics describes how PR differs from paid media: public relations specialists "get their stories covered by media instead of purchasing ad space in publications and on television" ( BLS).
What PR services include
PRSA lists more than a dozen PR disciplines, from media relations and content creation to crisis communications. For a company buying help, they group into these types of work.
Strategy and planning
Goals, audiences, core messages and a calendar of announcements. PRSA describes this as "setting objectives, planning, budgeting" for communications programs.
Content development
Press release writing, blog posts, online media room content and search optimization. The BLS lists "write press releases and prepare information for the media" among PR specialists' core duties.
Media relations and pitching
Targeted media lists, one-to-one pitches and follow-up. In Muck Rack's State of Journalism survey, 86% of journalists said at least some of their work began with a PR pitch ( University of Minnesota summary).
Media monitoring
Tracking where your company, competitors and topics appear in the news and online, so you know what coverage you earned and when a response is needed.
Measurement and reporting
What was written, what was pitched, what coverage ran and what it did for you. Ask any provider what its reports include before you sign.
Specialized communications
Crisis, executive, internal and investor relations communications, and reputation management, all listed among PRSA's PR disciplines.
Go deeper
What do PR services cost?
There is no single price for PR services, because the cost depends on how much of the work you hand off. The main factors are:
- Scope. Content only, media outreach only, or strategy, content and outreach together.
- Volume. How many press releases, blog posts and pitches you need each month.
- Provider model. A full-service agency retainer, an in-house hire or a packaged service.
- Reporting and tools. Whether media monitoring, media databases and performance reporting are included.
Hiring in-house is one benchmark: the BLS publishes the median pay for public relations specialists in its Occupational Outlook Handbook. A full agency retainer is another. The CE Shop sat between the two. Liz Meitus, SVP of Corporate Communications, said: "We weren't at the stage to justify a full PR agency retainer, but we needed more structure and expertise than our internal team alone could provide."
Newswire PRO is priced by package, for a fraction of the cost of a traditional agency. Contact us for pricing.
Who needs PR services?
PR services fit companies that want media coverage and credibility but can't staff the work themselves. Common situations include:
- No PR team yet. Giant Le of CLS Health described where she started: "I was a one-woman team trying to build something from scratch, we didn't have a baseline, we didn't even have a voice. I knew I couldn't do it alone."
- A marketing team without media relationships. You can write the news, but you need targeting and pitching to get it covered.
- A growing company not ready for an agency retainer. You need structure and expertise without a full agency engagement.
- Small businesses. See PR services for small business for where to start.
How Newswire PRO delivers PR services
Newswire PRO is our boutique PR services team. We handle content development, strategy and execution, plus media outreach, strategy and pitching. Turnaround is approximately 3–5 days.
CONTENT PRO
A press release calendar, 12 written press releases, SEO optimization, 1 blog a month, an online media room and performance reporting. Social posting (1 post per press release) is available as an add-on.
MEDIA PRO
Custom media targeting, media pitching (up to 10 pitches per month), media monitoring, access to media databases and performance reporting.
TOTAL PRO
Everything in CONTENT PRO and MEDIA PRO, plus strategy creation and implementation. A full outsourced PR team for a fraction of the cost of a traditional agency.
Results: The CE Shop
"...equivalent to the output we previously needed a full-time employee to achieve." Liz Meitus, SVP of Corporate Communications, The CE Shop
"We're creating a stronger brand message, and we've been able to get some earned media wins that give us credibility." Giant Le, CLS Health
"The PRO team feels like an extension of our own as they understand our goals, move quickly, and bring ideas to the table that elevate our communications." Kelsie Hengel, Dispatch
PRO clients have earned 42+ media placements, including Forbes, PEOPLE and US News & World Report.
PR services FAQ
What is the difference between PR services and advertising?
Advertising is paid placement you control. PR earns coverage from journalists and outlets. As the BLS puts it, PR specialists get stories covered "instead of purchasing ad space." Read more in PR vs. advertising.
What do public relations services include?
Typically strategy and planning, content development, media relations and pitching, media monitoring, and measurement and reporting, plus specialized work such as crisis communications. See the full list of types of PR services.
How much do PR services cost?
It depends on scope, volume, the provider model and reporting. Newswire PRO is priced by package, for a fraction of the cost of a traditional agency. Contact us for pricing.
What is the turnaround for Newswire PRO?
Turnaround is approximately 3–5 days.
Do you offer digital PR?
Our packages cover press release writing with SEO optimization, blog content, an online media room, media pitching and monitoring. Learn how these fit together in digital PR services.
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