What Questions Should I Ask Before Hiring a Press Release Writer?

Hiring someone to write your press release can save time and get better results. It can also waste money if you pick the wrong person. The good news: the right questions up front reveal almost everything you need to know.

About their experience

1. Can I see samples of releases you've written? Look for clear headlines, real news angles and no hype. Compare them against what you've learned in What's the Difference Between a Good and Bad Press Release?

2. Have you written for my industry? Industry knowledge helps, especially for technical sectors like energy, health or finance.

3. What coverage have your releases earned? Ask for real examples — links to stories journalists actually wrote, not just syndication reports.

4. Do you know the Calgary or Canadian media landscape? Local knowledge matters if you want local coverage.

About their process

5. How do you find the angle? A great writer asks you lots of questions before writing. If they just want a bullet list, be cautious.

6. How many revisions are included?

7. What's the turnaround time? Is there a rush fee?

8. Who actually writes it? At agencies, the person who sells to you may not be the one writing.

9. Will you write the quotes, and how do we approve them? Every quote attributed to a real person should be approved by that person.

About distribution and pitching

10. Is distribution included, or just writing? Many writers only write. That's fine — just know what you're buying.

11. If you pitch, who do you pitch to, and how? Personal, targeted pitching beats mass blasting. See How to Find and Pitch Journalists for Your Press Release.

12. Which newswire would you use, and why? Their answer shows whether they match the wire to your goal. Our comparison: Press Release Distribution Services: Which Ones Actually Work?

About pricing and results

13. What's the total cost, all in? Writing, revisions, distribution, multimedia, rush fees — get it in writing. Benchmark with How Much Does a Press Release Cost?

14. How will we measure success? Look for real outcomes — coverage, traffic, enquiries — not just "potential reach."

15. What happens if we don't get coverage? Honest answers here are a great sign.

Red flags

Guaranteed coverage in specific outlets. No one can guarantee editorial coverage. Paid placements exist, but they should be clearly labelled as paid.
No questions about your business before quoting.
Vague pricing or lots of surprise add-ons.
Reports full of vanity metrics.
Pressure to buy a big package for a small announcement.

Green flags

They challenge your angle and suggest a better one
They tell you when something isn't newsworthy
They explain the difference between publication and coverage
They're clear on pricing and process

Freelancer or agency?

These questions work for both. But the answers will differ — and that helps you choose. We compare them in Should I Use a Freelancer or PR Agency for Press Releases?

The bottom line

The best press release writers ask you a lot of questions. If you're the only one asking, that tells you something.

Quick FAQ

Should I ask for references? Yes. A quick chat with one or two past clients will tell you more about communication, reliability and results than any sales pitch or portfolio page.

Ask us anything. Blastily is transparent about what we do, what it costs and what to expect. Start your Blast at blastily.com.