Of course you wouldn't want to burn your entire marketing budget on press releases alone. This is where affordability comes in.
The best provider you should be choosing should be able to provide you with options that cover your requirements with varying coverage and distribution choices. The packages should be priced according to the services included so you don't end up paying for something that you don't need. Not yet, at least. This means when you have grown and you feel that you need more coverage, your press release service provider can offer you more - at a higher price range, of course.
In a recap, when choosing the best service provider both for your short term and long term need, you should always ensure that your service provider provides you with a service that includes:
Quality distribution that cut across target audience for your business offerings
Professional writing service; they should be able to craft out a well written press release for your news updates business needs.
Affordability; they should be able to render affordable services within your budget
Those are the basic features you should look for when you are in the hunt for the best that fits your needs and budget. The trick is gathering all the info from the available providers and laying them out so you can compare the services and costs of each. Then you can select one to do your product press release.