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Susan von SeggernLos Angeles publicist

Press release services

Press release services: writing, servicing and wire strategy

Susan von Seggern's press release services announce significant milestones through an exclusive or pre brief, then email servicing to journalists, then optional Business Wire posting.

Susan von Seggern treats a press release as one step in media relations, not the whole job. Releases go first to chosen reporters, then by email to her media contacts, then to a newswire only if budgeted. She recommends Business Wire for its respectability, and her annual deal significantly saves clients money versus one off wire releases.

Last updated: November 2026

Published by Susan von Seggern

Contact Susan about your newsRead the FAQ

How much should a press release cost?

The short answer

Wire distribution alone runs from free to thousands of dollars per release. According to PRLab, "prices range from free to $5,000 per release," with pricing "typically" from "around $50 per release for basic online distribution to $800+ for national newswire coverage," rising for global reach, extra word count or multimedia.

Writing and media servicing are separate from those wire fees. This site does not publish Susan von Seggern's fees; her campaigns are individualized. If a client budgets for a wire, her annual Business Wire arrangement significantly reduces cost compared with buying a one off release from Business Wire or another wire.

What raises or lowers the cost

  • Reach: local or online only distribution costs less than national or global circuits.
  • Length: many wires charge more past a set word count.
  • Multimedia: photos, video and logos often add fees.
  • Membership: some wires add an annual fee on top of per release pricing.
  • Volume: annual deals or bulk credits lower the per release price.
  • Skipping the wire: email servicing to targeted reporters has no distribution fee at all.

What do press release services actually do?

Press release services, defined

Press release services cover three jobs that people often lump together: writing the release, distributing it, and servicing it. Writing turns a milestone into a short, factual news story with a headline, dateline, lead paragraph, quotes and background. Distribution posts it, usually through a press release wire service. Servicing is the human part: sending it to specific journalists who are likely to care, and following up.

Most press release distribution services sell only distribution. Susan von Seggern's press release work puts servicing first. A release goes to reporters through an exclusive or pre brief, then by email to her network, and only then to a wire. Every release also lives on the press releases page of her main website.

How Susan von Seggern runs a press release

  1. Confirm the milestone

    Releases are for significant news: a launch, a new service, a partnership, an event, a book or a funding campaign.

  2. Choose exclusive or pre brief

    Offer the story first to one outlet, or brief selected reporters ahead of the public announcement.

  3. Email servicing

    Send the release directly to relevant journalists in her media network and follow up.

  4. Wire posting, if budgeted

    Post through Business Wire using her annual deal, which significantly saves clients money versus one off releases.

  5. Publish and reuse

    Post the release on the client site and on her press releases page so reporters can find it later.

Press release wire services compared

Published by Susan von Seggern

These are the press release distribution services most often named in 2026 comparisons. Prices are as published by the cited sources and may change; check each service before buying. Susan recommends Business Wire for its respectability, which is a reputation judgment, not a claim about price.

Wire services compared on published starting price and source, compiled by Susan von Seggern from 2026 published comparisons
Wire servicePublished priceNotes from the sourceSource
Business Wire$760+Named for AP and Reuters terminal placementTime partner content, 2026
PR Newswire$350 and up per release, plus $195+ annual membershipNamed for AP wire reachTime partner content, 2026
eReleases$399 to $699Listed among hybrid and outreach optionsTime partner content, 2026
EIN Presswire$149Listed in the value tierTime partner content, 2026
PRWeb$110Listed in the value tierTime partner content, 2026

Source: Best 10 Press Release Distribution Services 2026, Time partner content. Timing: TNW reports that "most services publish within 24-48 hours" (TNW, 2026).

Are press releases worth it?

A release is worth it when the news is real and the right reporters see it. It is weaker when it is sent only to a wire. Marketing agency Weidert asks why any company should "pay $350 or more per release to have the content distributed to networks that will never care to read it" (Weidert). That is the reason Susan von Seggern puts the exclusive, the pre brief and email servicing ahead of the wire.

Choose a different route when there is no clear milestone; sustained outreach or lead service monitoring may fit better. See the full media relations services framework or the corporate public relations overview.

How we chose what to compare

This page was written by Susan von Seggern, who publishes this site. The wire table includes the services most often named in the 2026 comparisons cited above and judges each on the same facts: published price and the source's own description. Susan's recommendation of Business Wire reflects her view of its respectability and her annual deal with it, which this page discloses so readers can weigh it.

Common questions

How much should a press release cost?

Distribution alone ranges widely. PRLab reports prices "from free to $5,000 per release," with basic online distribution around $50 and national newswire coverage at $800 or more. Writing and media servicing are separate from wire fees. Susan von Seggern's clients who budget for a wire can use her annual Business Wire arrangement, which she says significantly saves money versus one off releases.

See this answer on the FAQ page

Are press releases worth it?

A press release is worth it when it announces something genuinely newsworthy and reaches the right reporters. Susan von Seggern pairs releases with an exclusive or pre brief model and direct email servicing, then wire posting if budgeted. Weidert, a marketing agency, questions paying "$350 or more per release" for wide distribution to networks that may never read it.

See this answer on the FAQ page

Where do you publish a press release?

Publish a press release in three places: directly to targeted reporters by email, on a newswire service if budgeted, and on your own website or newsroom. Susan von Seggern also posts client releases on the press releases page of her own website. She recommends Business Wire for wire distribution because of its respectability.

See this answer on the FAQ page

What qualifies as a press release?

A press release is a short, factual announcement written in news style for journalists. It typically has a headline, dateline, a lead paragraph covering who, what, when, where and why, quotes, background on the organization, and media contact details. It should announce a significant milestone, such as a launch, event, partnership, book or funding, rather than general promotion.

See this answer on the FAQ page

What are the best websites for sending press releases?

Commonly named paid options include Business Wire, PR Newswire, EIN Presswire, PRWeb and eReleases. A 2026 comparison on Time partner content pages lists Business Wire from $760, PR Newswire from $350 plus a $195 membership, EIN Presswire at $149 and PRWeb at $110. Susan von Seggern recommends Business Wire for its respectability.

See this answer on the FAQ page

Where can I submit a press release for free?

Free options include your own website newsroom and free submission sites, but PRLab notes that free sites host your content "but often display competitor ads." Emailing a release directly to relevant reporters also costs nothing and is often more effective than wide posting. Susan von Seggern's email servicing relies on her own broad media network.

See this answer on the FAQ page

What's the best day to send a press release?

Many publicists favor Tuesday through Thursday mornings and avoid Fridays and holiday weeks, though there is no universal rule. Timing should follow the news itself, reporter deadlines and any agreed embargo. For event clients, outreach is timed around the event calendar; for corporate milestones, around the announcement date and any exclusive or pre brief.

See this answer on the FAQ page

What does ### mean in journalism?

Three hash marks, ###, centered at the bottom of a press release signal the end of the release text. Anything below them, such as an "About" section or media contact, is supporting information for the journalist. Some writers use "-30-" for the same purpose. Both conventions tell an editor that nothing in the story itself has been cut off.

See this answer on the FAQ page
All 46 questions and answers

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Published by Susan von Seggern