This press release will go everywhere, the rep says, to thousands of outlets, with a potential audience of nearly 100 million people.

Kevin Akeroyd, the CEO of another such firm, Cision, says, "The overall volume of press releases both in the U.S. and globally, as well as price per press release, is at an all-time high."

Which means following the money.

Everything starts with the PR firm, which will charge an entrepreneur hundreds, even thousands, of dollars to write a press release.

Pricing varies, but one such firm, PR Newswire (which is owned by Cision), has a program that charges customers $795 for the first 400 words of a release and then $205 for each additional 100 words.

Instead, it creates "the optics of news," says Jon Bier, founder of Jack Taylor PR.

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