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.
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":
- 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?
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Reread, reread, and reread and rewrite,
rewrite, rewrite before you click to send.
- Be brutally honest with yourself, and with
your media contacts. Don't make claims about your product or service you
can't prove.
- 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.
Trash Proof News
Releases or
http://www.profitavenue.com/tpnr.htm
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