When it comes to PR pros communicating pitches or (press
releases) in writing to journalists, the conduits have certainly
changed in rapid fashion from mail to fax to e-mail. While the
vehicles have evolved, the guiding rule still remains steadfast:
you still only have 2.5 seconds to capture the media's attention.
In more elite, top-tier press circles, this "estimate" is
generous.
With e-mail firmly entrenched as the preferred mode of
communication, let's take a look at how to best apply the 2.5
second rule to the virtual world. Following are five tips to
consider:
Subject line - Give the editor/reporter a convincing
reason to open your e-mail, possibly one of 1,000 received that
day. Simply let them know why your e-mail will help them do their
jobs or why your news is truly unique (if, in fact, it is) - in
four to five words max. Long-winded subject lines are likely seen
by editors as pre-cursors to garbled releases or pitches - plus,
long tag lines get cut off and subsequently won't make sense.
Personalize - Never, ever send a mass e-mailing to a
general distribution list. How do you feel when you receive a
letter starting "To Whom It May Concern"? Receiving a "blast
e-mailing" has the same effect on journalists. Issue each e-mail
communication individually. Personalize by salutation as well as by
introduction. Like any good pitch, get the most salient point
highlighted immediately and connect it directly to the reporter's
beat. Do initial research on previous articles written by the
journalist and link as appropriate.
Attachments - Sending an attachment is like stamping
"Please discard!" Even without rampant fear of viruses, attachments
are ill-advised because they add another three seconds to the
process. Simply have your pitch or press release appear directly in
the body of your e-mail. Send a copy first to yourself and to a
colleague as an initial test to ensure formatting remains intact
and the copy isn't fractured. Be wary of providing Web site links -
another time drain.
Timing/Contact information - Don't send e-mails after
hours or very early in the morning - your transmission will likely
be one of many greeting the journalist when he/she starts their
day. For daily reporters, be mindful of their deadlines, during
which your e-mail also will be stacked with others. Be sure your
contact information is clear, accurate and will catch the
reporter's eye easily. They shouldn't need to search for your phone
number.
Follow up - In some cases it may be useful and
appropriate to re-e-mail your submission shortly after you have
left a voicemail. For example, a reporter asks you to call him in
two months to coincide with the timing of his story. If you can't
reach the reporter directly via phone, you can leave a message,
saying you will re-e-mail the pitch, so the reporter can easily
respond via e-mail. You don't want to ever bombard an editor with
more e-mail, but this can save him time so he doesn't have to
search for your initial correspondence. It also increases the
chance you will ultimately re-connect.
Source: Jon Lieb, Thirty Ink Media & Marketing