The best recommendation is not the most expensive package. It is the package that best helps the business achieve its communication goals.
Different businesses have different needs. A local restaurant announcing a grand opening has different needs than a technology company announcing a funding round. Recommending the right package requires understanding the business, its goals, its audience, and its timeline.
This lesson teaches you how to explain EMWNews distribution packages professionally, ethically, and transparently. You will never recommend a package based solely on price. Instead, you will recommend the package that best aligns with the business owner's goals, newsworthiness, audience, timeline, and budget.
Professional Partners do not recommend packages based on commission. They recommend solutions based on the business's goals, story, audience, and needs.
Why Different Distribution Packages Exist
Businesses have different needs. Here is why different packages exist:
Local Businesses
Local businesses typically need to reach local customers and community members. Their distribution needs are often limited to their geographic area.
Growing Companies
Growing companies need to reach a broader audience — potential customers, partners, and industry peers. They need distribution that balances reach with relevance.
Established Brands
Established brands have ongoing communication needs. They may announce multiple stories throughout the year across different markets.
Agencies and Marketing Firms
Marketing agencies need flexible options for multiple clients. They need packages that serve different business types and goals.
Nonprofits
Nonprofits need visibility for fundraising, community awareness, and impact stories. They often have limited budgets but significant stories to share.
Public Companies
Public companies have regulatory and investor communication needs. They require broad distribution and professional presentation.
Different businesses have different needs. Different packages exist to meet them.
Choosing a Package Based on Business Goals
Before recommending a package, evaluate the business's goals and needs:
Business Objectives
What is the business trying to accomplish? Brand awareness, product launch, local publicity, investor confidence, community engagement, or recruitment? Different objectives require different distribution.
Audience
Who does the business need to reach? Local customers, regional audiences, industry peers, investors, or national media? The audience determines the distribution reach needed.
Geographic Reach
Where does the business need visibility? Local, regional, national, or international? Geographic reach is a key factor in choosing a package.
Budget
What is the business able to invest? Budget is a factor, but it should not be the only factor. Value should be the priority.
Frequency of Announcements
Does the business plan to publish one press release or multiple? Frequency affects which package provides the best value.
Long-Term Marketing Plans
How does this press release fit into the business's broader marketing strategy? A package that supports long-term goals may be more valuable.
Evaluate goals first. Choose the package that fits.
Understanding the EMWNews Package Structure
The philosophy behind EMWNews packages is to provide options for different business needs. Here is how to understand them:
Free — Learn and Experience
The free option is designed for businesses to experience press release distribution without financial commitment. It is ideal for businesses that are new to press releases or want to test the platform. It provides basic visibility and helps businesses understand the process.
Starter — Small Businesses with Occasional Announcements
The Starter package is designed for small businesses that publish occasional announcements. It provides essential distribution for local and regional reach. It is ideal for businesses with limited budgets and straightforward needs.
Professional — Growing Businesses Wanting Greater Visibility
The Professional package is designed for growing businesses that want greater visibility and reach. It provides broader distribution and additional features. It is ideal for businesses with regular announcements and expanding audiences.
Premium — Significant Announcements Requiring Broader Exposure
The Premium package is designed for significant announcements that require broader exposure. It provides comprehensive distribution across multiple channels. It is ideal for businesses with major news and larger audiences.
Enterprise — Organizations with Ongoing Communications and Maximum Distribution Needs
The Enterprise package is designed for organizations with ongoing communications and maximum distribution needs. It provides the broadest reach and most features. It is ideal for businesses with frequent announcements and large audiences.
EMWNews packages are designed to meet different business needs. The right package depends on the business's goals, audience, and budget.
How to Recommend a Package Professionally
When recommending a package, follow this professional process:
Ask Questions First
Before making any recommendation, understand the business. "Tell me about your goals. Who are you trying to reach? What is your timeline?" Questions build understanding.
Understand Goals
"What would success look like for this announcement?" Understanding their goals helps you recommend the right package.
Understand Expectations
"What are your expectations for this press release?" Understanding expectations helps you set realistic expectations and choose the right package.
Explain Options Clearly
Explain the available packages in simple, clear terms. Focus on what each package offers and who it is designed for. Do not overwhelm with details.
Allow the Business Owner to Decide
After explaining the options, let the business owner decide. "Based on what you have shared, I think the Starter package would be a good fit. But the decision is entirely yours."
Recommend professionally by understanding goals and allowing the business owner to decide.
When to Recommend the Free Option
Recommending the free option can build trust. Here is when it is the right recommendation:
When the Business Is New to Press Releases
If a business has never published a press release, the free option lets them learn the process without financial commitment. This builds confidence and trust.
When the Business Has a Limited Budget
If the business has limited resources, recommending the free option respects their situation. It shows you care about their success, not just your commission.
When the Business Is Testing Press Release Effectiveness
If the business wants to test whether press releases work for them, the free option is a low-risk way to learn. It allows them to see results before investing.
When the Business Is Not Yet Ready for a Paid Package
If the business is not ready for a paid package, the free option allows them to start building visibility. They can upgrade when they are ready.
Recommending the free option when appropriate builds trust that lasts far beyond the first transaction.
Setting Realistic Expectations
When explaining packages, set realistic expectations. Here is what to communicate:
Visibility
Press releases help with visibility. They appear in news searches and can be found by people searching for the business or its industry. Visibility is the primary benefit.
Credibility
Press releases build credibility. Being featured in the news builds trust with customers, partners, and investors. Credibility is a long-term benefit.
Discovery
Press releases help businesses be discovered. When people search, press releases appear. Discovery attracts new customers and opportunities.
Long-Term Marketing
Press releases are part of a long-term marketing strategy. They provide lasting content that continues to add value over time.
No Guaranteed Media Coverage
Press releases increase the chance of media coverage but do not guarantee it. Journalists make their own editorial decisions.
No Guaranteed Sales
Press releases contribute to visibility and credibility but do not guarantee sales. They are one part of a broader marketing strategy.
Realistic expectations build trust. Overpromising destroys it.
Real World Example
Let us walk through recommending a package for two different businesses.
Example 1: Family-Owned Restaurant
The Situation: The restaurant is celebrating its 20-year anniversary and wants to share the news with the local community.
Evaluation:
- Goal: Local visibility and community recognition
- Audience: Local customers and community members
- Timing: Anniversary month
- Budget: Limited — they are a small business
- Frequency: Occasional announcements
Recommendation: "For your anniversary announcement, I would recommend the Starter package. It will give you local and regional visibility in your community, which is exactly where your customers are. It fits your goals and your budget."
Why: The Starter package provides the right reach for a local business with a local story. It is affordable and fits their needs.
Example 2: Technology Startup
The Situation: A technology startup just raised a significant funding round and wants to announce it to the industry.
Evaluation:
- Goal: Investor confidence and industry visibility
- Audience: Investors, industry peers, potential customers
- Timing: Immediately following the funding announcement
- Budget: Moderate — they are a growing company
- Frequency: Regular announcements
Recommendation: "For your funding announcement, I would recommend the Professional package. It will provide broader distribution across industry and business channels, which is where your investors and partners are. It will help you build the credibility you need."
Why: The Professional package provides the reach and credibility needed for a business seeking investor confidence and industry visibility.
What Happened: Both businesses received recommendations based on their specific goals, audience, and needs — not based on price or commission.
Common Mistakes
Avoid these common errors when explaining EMWNews distribution packages:
- Recommending the most expensive package: The most expensive package is not always the right fit. Recommend based on needs, not price.
- Ignoring business goals: Goals should guide the recommendation. If you do not understand the goal, you cannot recommend the right package.
- Assuming bigger is always better: A local business does not need a national package. Bigger is not always better.
- Discussing price before value: Explain value first, then price. Price without context feels expensive.
- Overselling results: Do not promise what the packages cannot deliver. Honesty builds trust.
- Ignoring budget: Budget matters. Recommend the best package within the business's budget.
- Failing to explain differences: If business owners do not understand the differences between packages, they cannot make an informed decision.
- Using pressure tactics: Pressure damages trust. Allow business owners to decide at their own pace.
- Not listening: If you do not listen, you cannot recommend the right package. Listen carefully.
- Forgetting the free option: The free option is valuable for many businesses. Forgetting it is a missed opportunity to build trust.
Facebook Field Assignment
This assignment helps you practice recommending the right package for different businesses.
- Review ten businesses from your priority list.
- For each business, identify:
- Business goal
- Newsworthy announcement
- Recommended package (Free, Starter, Professional, Premium, or Enterprise)
- Why it fits their needs
- An alternative recommendation if appropriate
- Record your evaluation in your field notes.
This assignment helps you develop the skill of recommending the right package based on business needs.
Academy Field Notes
Record your package recommendations and reflections in your field notes. These notes help you track your reasoning and improve your recommendations.
Record for each business:
- Business: Name and industry
- Goal: What they want to accomplish
- Story: The announcement
- Recommended package: Which package and why
- Reason: Why it fits their needs
- Follow-up opportunity: What to discuss next
Your field notes are a record of your growing ability to recommend the right packages.
Continue Your Academy Journey
Before moving to the next lesson, consider reviewing these foundational concepts:
- Academy Homepage
- Facebook Business Prospecting
- Choosing the Right Press Release Strategy
- Identifying Newsworthy Stories on Facebook
- Understanding Press Release Distribution
When you're ready, continue to the next lesson:
Key Takeaways
- The best recommendation is not the most expensive package. It is the package that best helps the business achieve its communication goals.
- Different packages exist to meet the needs of local businesses, growing companies, established brands, agencies, nonprofits, and public companies.
- Choose a package based on: business objectives, audience, geographic reach, budget, frequency of announcements, and long-term marketing plans.
- Understand the package structure: Free, Starter, Professional, Premium, and Enterprise options serve different needs.
- Recommend professionally: Ask questions first, understand goals, explain options clearly, and allow the business owner to decide.
- Recommend the free option when appropriate: It builds trust and allows businesses to learn without financial commitment.
- Set realistic expectations: Visibility, credibility, discovery, and long-term marketing are benefits — but no guarantees of media coverage or sales.
- Avoid common mistakes: recommending the most expensive package, ignoring goals, assuming bigger is always better, and using pressure tactics.
- Professional Partners recommend solutions based on business needs, not commissions.
- Helping businesses make informed decisions builds trust that lasts far beyond a single transaction.
Frequently Asked Questions
How do I know which package to recommend?
Start with the business goal. Understand their audience, timing, budget, and needs. The right package is the one that best supports their communication goals.
Should I always recommend the free option first?
No. The free option is appropriate for businesses that are new to press releases, have limited budgets, or want to test effectiveness. For businesses with clear needs and budgets, a paid package may be more appropriate.
What if a business wants a package that does not fit their needs?
Explain why a different package would better serve their goals. "I understand you are interested in the Premium package. Based on what you have shared, the Professional package might be a better fit. Here is why..."
How do I explain the difference between packages?
Focus on the value each package provides. Explain who each package is designed for and what it includes. Keep it simple and clear.
What if a business cannot afford the package that fits their needs?
Recommend the best package within their budget. "I recommend the Professional package based on your goals. I understand your budget is limited — the Starter package would also provide value, just with less reach."
Should I mention pricing when explaining packages?
Yes, but after explaining value. "Based on your goals, I recommend the Professional package. It costs [price]. Here is what it includes..."
What if a business asks about the free option?
Explain it honestly. "The free option is a great way to experience press release distribution. It provides basic visibility and helps you understand the process. You can upgrade later if you want more reach."
Can a business upgrade or downgrade packages later?
Yes. Most businesses can adjust their package as their needs change. This is useful to mention, as it reduces the pressure of making the perfect decision.
What is the most common mistake people make when recommending packages?
Recommending the most expensive package without understanding the business goals. Value comes from fit, not price.
What is the next lesson?
The next lesson is Answering Common Questions About EMWNews. It teaches you how to answer common questions professionally, honestly, and confidently.
Recommend Solutions, Not Products
Professional Partners do not recommend packages based on commission. They recommend solutions based on the business's goals, story, audience, and needs. Helping businesses make informed decisions builds trust that lasts far beyond a single transaction.
You have learned to understand business goals, evaluate needs, explain packages clearly, and set realistic expectations. You are ready to help businesses choose the right distribution package — not the most expensive one, but the one that best serves their goals.
Your next step is to learn how to answer common questions about EMWNews professionally, honestly, and confidently:
Continue with Answering Common Questions About EMWNews.
