Ten Hot Tips For Using E-Mail To Get News Coverage
For Business
by Paul Krupin
As publisher of The US All Media E-Mail Directory and electronic
database, I know many people can benefit from seeing some
techniques and guidelines I've developed on how to get news
coverage from using e-mail.
It's amazing but true, you can use e-mail to get publicity with
the media. Articles can enhance your visibility, name
recognition, reputation as an expert, and position in your
industry. But there are some tricks of the trade that are
developing in this really new marketing technique. E-Mail PR is
not hard to learn, and the benefits are substantial.
The Golden Rule:
Target & Personalize.
My experience is there are several essential rules that
publicists must abide by in submitting e-mail to the media if
they are to avoid the wrath of the recipients and maintain their
credibility and reputation as a credible PR practitioner. Here's
my "10 Commandments for Sending E-Mail to The Media"
1. Think, think, think before you write. Ask yourself why you
are writing, and what are you trying to accomplish by writing.
Put yourself in the position of the person reading your message.
You are a busy media professional. What would you do upon
receiving your message? Publish it or toss it?
2. Target narrowly and carefully. Go for the quality contacts
and not the quantity. Don't broadcast a query or news release or
announcement to irrelevant media. Pick out your target media
carefully, based on the industry or readership of the specific
media you are targeting. Study the media your are writing to.
Write the way the editors write. Make it easy for them to use
your submittal.
3. Keep it short. Trim your e-mail message so that it fills one
to three screens. Keep it three to four paragraphs tops. Don't
try to sell the media your product. Do try to get their interest
and make a request for more information.
4. Keep the subject and content of your message relevant to your
target -- it's got to be newsworthy and timely. The subject
should intrigue them enough to read your message. I prefer
presenting and proposing problem-solving articles which advocate
the benefits or techniques associated with a strategy,
technique, product or service. This article is an example.
5. If you are seeking publicity for a product or service, or
want to get reviews for a new book or software, use a two-step
approach. Query with a hook and news angle before transmitting a
news release, or an article, or offer to send a review copy to
those who request it. To avoid angry replies and complaints
about unsolicited e-mail send a very brief e-mail requesting
their permission to send them a release before actually doing
so.
6. Tailor the submittal to the media editorial style or content.
Go to a library, read it online, or write and ask for a free
media kit and a sample copy of the magazine or journal. Study
the style and content of the media. Then write the way they like
it. Seek to develop a longer term relationship as a regular
contributor.
7. Address each e-mail message separately to an individual media
target. Take your time and personalize each e-mail. Don't ever
send to multiple addresses. It's the easiest way to get deleted
without being read.
8. Reread, reread, and reread and rewrite, rewrite, rewrite
before you click to send.
9. Be brutally honest with yourself, and with your media
contacts. Don't make claims about your product or service you
can't prove.
10. Follow-up in a timely manner, with precision writing and
professionalism.
Welcome to the World of Electronic Commerce. Remember though,
there are real people at the receiving end, and your success
with the media depends on your respecting the media and being
courteous, and your credibility, reputation and performance.
Good luck and prosper. It is not hard to garner news coverage if
you take your time and do a careful job. The benefits can be
phenomenal. E-mail is a good way to make the most of limited
funds. You can work locally, regionally, or nationally, and all
you need is a computer with an Internet connection and e-mail.
Just remember, you can and should use e-mail to get news
coverage for your business, but you shouldn't rely on e-mail
alone. When used together with conventional PR (mail, paper,
phone and fax), you get the maximum effect. You cultivate
relationships with media by becoming known as a valuable
contributor. You give them what their readers want, they give
you the free publicity.
Paul J. Krupin (author of the best selling ebook "Trash Proof
News Releases") is an acknowledged authority on PR and Media,
with over 2,000 top-notch clients. In his book Paul Krupin
reveals the secrets on how you can get the publicity you deserve
so that your product or business will benefit tremendously from
the media exposure.
http://www.roibot.com/r_tpnr.cgi?R22577_tparttext3
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