Follow These Tips for
Email Press Releases and
Online Press Rooms
Email press releases and online press rooms provide fast media access for your small business PR efforts; however, there are basic guidelines to using them effectively.
Email Press Releases
I may be showing my age, but I recall the logistical PR problems prior to email press releases and the Internet. In some instances, when needing to deliver news to all media outlets at the same time, snail mail or hand delivery made it impossible. The Internet and email have changed all of that.
On the downside, email has made it so easy for everyone to bombard media with press releases, that it becomes easy for yours to get lost in the inbox, or worse the spam folder. That's why you always want to call the recipient before or after sending email press releases.
Also, following these tips can help your release break through the clutter:
- Use email wisely. Don't saturate editors with less-than-newsworthy information and destroy your credibility. Be selective about what you send.
- Use a descriptive email subject header and news release headline, so editors know right away who the email press release is from and what it's about. I typically put my company name first in the email subect line then the subject, so editors can see the local connection right away. For example: Jones Bridalwear Collects Used Prom Dresses, One Donor To Receive $100 Toward New Dress. A descriptive subject line can help you stand out in a crowded inbox.
- Keep your email press releases short (approximately 500 words or 5 paragraphs.) If they're longer, provide a link to the news release on your web site.
- Unless an editor has told you to do so ahead of time, don't attach your news release to the email. Many editors won't open attachments for fear it may contain a virus.
- Don't simply cut and paste your traditional paper release into your email press release. The recipient's email program may reformat it, making it hard to read. Type your release into your email.
- Type the news release into your email using the same format outlined on the
Press Releases
page of this site. Type 60 to 65 characters per line and hit the return key to begin each new line. Not hitting return can cause the sentence to run beyond the recipient's right margin, making the release hard to read.
- Type your release using a standard type style or font, making it more likely the recipient will have the same font on his or her computer. Use Times New Roman or Arial in 10 or 11 point size.
- When providing a link to your web site or online press room, always include the web URL with the http:// prefix, so it is easily clickable for busy editors.
- You'll find online companies who handle widespread news release distribution for a cost. Because this web site focuses more on small businesses marketing to the local media, I have not included information on these press release distribution services. If you're interested in such services, do an online search for press release distribution services.
Online Press Rooms
An Online Press Room is simply a page on your web site that provides information for busy journalists. If, as a small business, you implement an online news room, you'll raise your company profile and project a progressive image. Your online news room would include electronic files of the same items you might put in your press kit. (Visit the
Press Kit
page for more details.)
Here is a list of the items you might include:
- A Company Profile - a one page list of basic company statistics.
- Your Company Mission Statement.
- Bio Sheets - one to two paragraph background on the key employees of a company.
- A Data Sheet - a list of specific information about your product or service.
- Downloadable Images - photos of key people, products or locations.
- Company Brochures.
- Contact Information - include key names, phone numbers and email addresses.
- Most importantly, include an archive of news releases, sorted by date and title. Converting your news releases to PDF files and placing those on your news room page is best.
Make sure you post news release before or at the same time as you send them by traditional methods.
Always keep your online news room updated, just as you should your entire web site.
Here are a few additional ideas for your Online Press Room:
- When you post a new press release or other newsworthy information, email a teaser to the media with a link.
- If your company holds community events, seminars or other activities, keep an updated calendar in your online news room.
- Use your online news room to post emergency information for journalists and customers. For example, after Hurricane Katrina, some companies posted emergency information on their web sites.
While an online news room may not be your first priority as a busy small business owner, it should certainly be a part of your plan at some point in time. The easier it is for the media to access information about your company, the more likely you'll enjoy the benefits of some free publicity.
