Certainly it is the best to address the media directly, but it is not always possible and you do not have all reporters' contact details. Therefore, the e-mail is the way to address the media and request the publication of press releases. So what should you do to significantly increase the chances your e-mail will be read and your press release published?
- Everything begins with the subject of the e-mail. Now that often determines whether you end up straight in the trash, or get a chance to impress.
- Salutation. If you try to start with the reporter's name, you show that you are interested in them, you did your homework, you care.
- Simple and clear sentences. Adjusted format with content that reads well. A first-class news release does not look like a traditional press release. Rather, it is a very interesting e-mail from a person who really knows what they are talking about. Attached is an equally intriguing press release.
- Well written introductory summary. What is the press release about and why should they care?
- Bullets. First, they are easy to read, secondly, they also point out that you are able to highlight the important. In addition, they make good quotations.
- And invitation to ask for more. No need to send long essays, but an appropriate offer to provide additional information as needed according to the reporters's needs proves your willingness to cooperate for the benefit of both parties.
- A link to interesting content. Something like an extra present, e.g., infographics or a report to download, which contains interesting information in relation to the press release.
Always remember that a press release will be read by a human being. If you do not know how to address it well, imagine that you are writing to your neighbor who knows nothing about your work. If you talk too long or boring, they just say goodbye to you without even letting you finish.
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