Fred Godlash, a marketing specialist with Business Wire in Los Angeles, finally decided to do something about the fact that a six-year-old article at the BW end keeps grabbing eyeballs when people type in the Google search question, How much does it cost to write a press release? He wrote a new answer.

He’s not talking about the do-it-yourself Internet press release that today goes for pennies on the PR dollar and generates about the same ratio of response. Rather, Godlash in his update post aims to accurately determine how the 2007 $5,000 pro-PR price tag calculated by former colleague Monika Maeckle has changed. The answer may surprise you:

If the press release produced in 2007 took 100 hours to produce, it is fair to say the 2013 release will take longer through adding multimedia content including video, infographics and social interaction. Comparing apples to apples, the release would need to include any available resources to make it as competitive as possible today.

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