Here are a few more Email do's and don'ts.
Do:
Make the information you place in the subject line short and
to the point. Often, a reporter's Email software cuts off the
subject at only a few words.
Don't get cute or be too vague in your subject line. For
example "Here's a Great Story!" is vague and sounds like spam;
"This Will Win You A Pulitzer!" will make you look silly (unless
you're delivering the scoop of the century, of course!).
Try to make your most newsworthy points at the top of your Email message - don't expect a reporter to scroll down to find the
news.
Include your contact information, including cell phone, Email
address, regular address, fax number & Web site URL at the
beginning and end of the Email.
Include a link to your Web site if you have additional
information such as photos, press releases, bios, surveys, etc.
Don't:
Include more than a short pitch letter or press release in the
body of your Email.
Allow typos or grammatical errors.
Include an attachment with your Email. In this day and age of
sinister viruses, reporters automatically delete Email with
attachments.
Place the following words (by themselves) in the subject line:
"Hi", "Hello" - the media's spam filters will pounce and
destroy.
Send an Email with a blank subject line.
A cool tip: Use Google News to search for
recent stories that have appeared relating to your industry or
field of interest. Then, Email the reporter directly (use a
subject line such as Re: Your July 5th piece on electric cars).
Give positive feedback on the story and let him know that, next
time he's working an electric car story, he should get in touch,
as you're an expert with provocative things to say. Give a
couple of supporting facts to back up the assertion, include your
phone number and web link, and ask if he'd like to see a full
press kit. This technique really works!
Bill Stoller, the "Publicity Insider," has spent two decades as
one of America's top publicists. Now, through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses, he's
sharing -- for the very first time -- his secrets of scoring
big publicity. For free articles, publicity tips and
much more, visit Bill's exclusive new site:
Publicity Insider
