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April 11, 2007
Using Email to Capture Media Interest
by MaryEllen O'Donohue
Seasoned public relations professionals have fond memories of the fax machine as the only and often preferred means of communication with reporters. Often times, a reporter would respond “Fax me” to a phone pitch, especially when on deadline.
Nowadays, fax machines are things of the past and with the ubiquity of the internet, email has become a powerful tool for securing placements and running a successful media relations campaign. Just by sending a handful of emails to the right contacts, you can maximize media interest from top-tier outlets on behalf of your company, product or cause.
Of course, sending a handful of emails is easier said than done. In fact, some women’s magazine and daily newspaper health editors have told us that public relations professionals underestimate the role that an email subject line and the first paragraph of an email can play in capturing their attention. For instance, the words “press release” should never be included in the subject line. Rather, to spur media interest, keep your subject line compelling, yet short and simple, and be sure that it includes your story idea. (Media overlook lengthy headlines and instead, prefer intelligent, considerate contact.) Furthermore, your subject line should be relevant to the information you are sending them; one paragraph in the body of the email addressing the 5 W’s…the Who, What, When, Why & Where….will do. Because many reporters only read whatever falls in the “preview” page of their emails, summarizing your pitch in one paragraph will help.
Ultimately, pitching via email can be done effectively if you think like an editor and convey your pitch as concisely and painlessly as possible. Don’t try to write their whole story but give them news they can use. Be sure to stand above the crowd of publicity spammers who send headlines such as “Company x is proud to announce” or “we are pleased to announce…”
Posted by maryellen_o'donohue at April 11, 2007 03:50 PM
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