An email press release can be a powerful tool for generating publicity for your business, often outperforming traditional paid advertising. However, many people struggle with the process of creating and sending press releases. This article aims to provide a comprehensive guide on how to write a compelling email press release that grabs the attention of editors and increases the chances of publication.
The primary goal of a press release is to generate publicity for your business, not to sell a product or service. It's crucial to target your press release to the right person, as a well-targeted press release is more likely to be published. When identifying a media source that might be interested in your press release, find the editor most relevant to your topic. Avoid sending your press release to a managing editor; instead, find a contact related to your release.
When sending a press release, personalization is key. Address the editor by name and reference their title and field of interest. For example, "Dear Sports Editor for the New England Chronicle and avid soccer fan..."
There are two common methods for sending a press release via email, each with its pros and cons. Some editors prefer a short email briefly describing your press release and asking for permission to send it. This approach can prevent an editor from requesting removal from your contact list. Alternatively, you can send your press release directly if you're confident the editor will be interested. This method saves time as it eliminates the need for permission. Regardless of the method you choose, always respect an editor's request to be removed from your contact list.
Email press releases should be concise, ideally no more than three paragraphs. Editors often receive hundreds of press releases each day, so it's essential to capture their attention quickly. The first paragraph should grab their attention, the second should focus on the main points of your release, and the third should provide your contact information.
While your press release should be concise, you also want to encourage editors to seek more information. You can do this by providing a webpage or an autoresponder with additional details. Consider the questions an editor might ask in an interview and provide those answers. Include specifics about your story, your credentials, and your company history. Always provide a contact number where you can be reached.
One effective strategy for generating press release ideas is to tie your story to recent news events. Alternatively, you can make a bold claim that you can back up. For example, "New York stock broker says he can make anyone a millionaire." Just ensure you can stand behind your claims.
The phrase "FOR IMMEDIATE RELEASE" should be written in the top left corner of your press release. If your information needs to be printed on or before a specific date, write something like "FOR RELEASE AFTER MARCH 27" or "FOR RELEASE BEFORE CHRISTMAS." These should also be placed in the upper left-hand corner.
After skipping two lines, type "CONTACT:" and list your contact information. Skip another two lines and type your headline. Spend time crafting a compelling headline as it can determine whether your press release gets read or discarded.
The first paragraph of your press release should concisely summarize the content, answering the basic questions of who, what, where, when, why, and how. The second paragraph should provide more detail and include quotes. Establish yourself as an expert in this paragraph. In the third paragraph, encourage the editor to seek more information. End your press release with three centered number signs, "###".
By following these guidelines, you can craft an effective email press release that grabs the attention of editors and increases your chances of publication.
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