Strategy of the Week


This week's strategy: Avoid email attachments. Sometimes. Although conventional wisdom dictates that most journalists prefer not to receive attachments in email communiqués, 43 percent of journalists say they actually prefer an attachment within an email release, according to research conducted by Vocus. The survey included 142 journalists (primarily from print and online media outlets). The key, according to Vocus, is whether or not the journalist is familiar with the source of the email. Surprised Vocus researchers followed up with the journalists who said they preferred attachments and found that if reporters know your name and trust that the attachment you're sending won't turn their hard drive to pulp, they're more than happy to open a message that includes an attachment. When you're sending news by email to a relatively new media contact or to a larger list of contacts, however, avoiding attachments is still the best approach. Many journalists participating in the survey said they automatically delete an email including an attachment if they're wary of the source. And keep any attachments short and sweet. Downloading massive amounts of data cropped up frequently among journalists' pet peeves. Our advice: If you've taken the time to cultivate a relationship with a reporter, why not ask about his individual preferences and keep track of delivery methods along with your other notes on the journalist? (Vocus: Kay Bransford, kbransford@vocus.com)

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