Although a growing number of journalists favor e-mail as the best way for PR execs to send information, that in no way ensures that you're going to get your press release, news
announcement, etc., through the goalpost. Multimedia attachments can help flesh out the details of a press release, but buyer beware. Bennett & Company's 15th annual media
survey, released earlier this month, has some helpful stats on how journalists view attachments. Bennett (Altamonte Springs, Fla.) surveyed more than 10,000 journalists - from
the likes of the ABC, CBS, NBC and Fox affiliates as well as from USA Today, and the Washington Post - garnering 500 responses. Here's what they said about current e-mail
etiquette:
- 61% said news releases written in proper AP style are NOT important to them.
- 57% said multimedia attachments were just fine while 10% said to only send attachments when asked.
- 56% said a personalized address versus "dear editor" is more of an attention grabber.
- More than 20% prefer to be given a link to an online media room so they can sort through additional information.