Do s And Don ts Of Emailing Press Releases From A Media Veteran
Below is a MRR and PLR article in category Business -> subcategory Marketing.
The Do's and Don'ts of Emailing Press Releases: Insights from a Media Veteran
Embracing the Power of Email
Emailing press releases is not only cost-effective but also a fast way to reach editors compared to traditional mail or fax. Media outlets such as radio stations, TV stations, and newspapers receive a vast number of press releases daily. From my two decades in radio and TV, I've seen countless mailed releases, predominantly from politicians and local colleges. Their publicity teams are often tasked with sending out releases frequently, regardless of newsworthiness.
The Ineffectiveness of Traditional Methods
Many mailed releases go unread, moving directly from mail bags to trash bins. Opening countless envelopes for stories with limited appeal isn’t feasible. Some newsrooms might be well-organized, but that's not the norm.
Faxed releases fare slightly better, yet they are still costly and often underappreciated. At one station, faxed releases were deleted directly by the receptionist. At another, they piled up on the floor, mostly ignored until discarded.
Why Email Works
Despite the fate of traditional press releases, studies show that 75% of newspaper stories originate from them. This success is largely due to email. Email simplifies the process of receiving, forwarding, and storing releases, making it easier for journalists to incorporate them into their work.
Email allows editors to import the release, make slight modifications, and run it as a story. With media staff increasingly stretched thin, this streamlined approach is invaluable.
Tips for a Successful Emailed Press Release
1. Craft a Strong Subject Line: Start with "RELEASE" followed by the most compelling part of your story.
2. Headline Clarity: Begin the email body with a clear headline. Consider using two headlines to encapsulate your story fully.
3. Contact Information: Place this at the end of your release. Journalists expect to find it there.
4. Conciseness: Keep your release under 400 words and ensure it contains valuable information for your target media audience.
5. Target Local Media: Local outlets are more likely to engage with your story. Find their email addresses online.
6. Reach Out to Trade Publications: Even minor developments can interest industry-specific outlets.
7. Expand Your Reach Nationally: Use resources like the Gebbie Media Guide at Gebbie.com to connect with national media.
By following these guidelines, your emailed press release can be an effective tool for garnering media attention and coverage.
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