Outsourcing to a competent press release service will not only save time, but it will allow workers to focus their creative energies on more complex issues. However, outsourcing can lead to larger problems, and for companies considering using such a service, there are a few common sense factors to keep in mind:

1. The service used must be timely. The cycle of business news flows quickly, and if a contractor cannot fill an order quickly, it is not worth the money. After all, press releases are extremely time sensitive. If the contractor takes too long, the information within the press release could become outdated.

2. The service must produce flawlessly written documents. Correcting a freelancer’s grammatical or stylistic errors could take just as much time as writing the document. Missed errors not only detract from the contractor’s credibility, but it could be potentially embarrassing for the company using the press release. Sometimes, writing flaws may go beyond grammatical issues. Great press release writing is efficient and to the point, and it should be free of padding and extraneous language.

3. The service must understand the difference between standard and colloquial English. A press release could possess perfect grammar, but if it is written in the wrong tone and register, it will not be suitable for release. After all, inappropriate language can become just as embarrassing as grammatical errors.

4. The service must understand that the English language is not exactly the same throughout the world. This is especially important if the press release service wants to operate on a global scale. There are variations between Canadian, American and British English, and what works for a business in Vancouver may not work for firms in London or New York. These variations extend beyond grammatical differences as well. Clichés and idioms in one English speaking country may not be understood in another.
These four points are something that any competent press release service would inherently know. However, these points also need to be considered by the company looking to outsource. The easiest way to assess the value of a press release service is to read their samples. These qualities should be readily evident in those samples.