How To Send A Press Release Via Email

Practical Advice For Writing Press Releases

How to e-mail a book press release

Some people may think that it would be difficult to find a good news outlet for their press release, but it’s actually not that hard. Most journalists are used to writing about a variety of different topics so when you give them a story that they are more likely to be interested in covering, you will be much more successful.

Other good tactics include the following:

  • Talking to journalists directly to get published
  • Making your headlines attention-grabbing
  • Keeping your copy well-written and easy to read
  • Using press release templates
  • Modeling your press release after successfully published press releases

PRO TIP: If you can, talk to a few different journalists to see who could benefit from a story on your business. You might also contact local newspapers or television stations, but you should remember that they may have a more narrow focus of interest. You’ll have to decide which avenue is best for your particular story.

Whats Your Story And How To Tell It

Now you know what news is press release worthy , the next thing you need to do is tell your story in a way that adds value and intrigue.

Whats your angle?

If youre announcing the launch of your startup, then Im afraid to say this fact alone is not newsworthy. You need to develop a hook why this announcement matters to the people reading it.

The hook matters more than ever these days. Whereas in the good ol days, you could put out thin press releases with no hook and expect some coverage, the information age we now live in means you need to work much harder to get attention.

The angle you take will depend on what youre announcing as well as the industry youre in. Here are some common examples:

  • Solving a problem. Does what youre announcing solve a known problem?
  • Addressing a need. Does it address a clear need within the market?
  • Progressing towards a goal. Does it help you move towards a goal?
  • Achieving a goal. Have you achieved something of value? Does this have wider benefits?
  • Providing new insight/challenging orthodoxy. Does it tell us something we didnt already know or challenge current assumptions?

What information should you include?

Its the classic who, what, when, where, why. These five points should be covered off in the opening paragraph. The rest of the press release should then be used to expand on these points.

How to provide substance to your angle

You need to back this up with proof.

Whats your social proof?

Should you ever so slightly exaggerate?

Tips And Tricks To Write A Successful Press Release

A press release is an official statement that is sent to reporters, journalists, columnists, influencers, basically any type of publicist. They can be about an event your client is hosting, a cause they are supporting, a problem they are trying to solve, truly anything about your client that is newsworthy. When a press release is sent to a news source, they can evaluate if they think it is newsworthy and decide if they are going to write a story on the topic, or not. If they choose to write a story, GREAT!! Free press!! But, if they dont, what went wrong?

We are going to break down eight tips and tricks for you to consider and guide you when you are writing, editing and sending off your next press release.

1. Is the story really newsworthy?

Every story is newsworthy, well, that is if you find the right angle to present the story. For example, if your client is opening a new location, what do you write about? Yes, the new opening is something to look forward to, but its not unique. You need to find the angle that makes your client stand out. Are they featuring a new menu at the new location? Do they have new and improved equipment? Find what makes the story stand out in their field and that should be the focus of your press release.

2. Have a catchy title.

3. Send the press release between 10:00 a.m. and 2:00 p.m.

4. Put the most newsworthy statement right in the opening paragraph.

5. Include quotes.

7. Include contact information.

8. Track your hits.

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What Is The Best Time To Send A Press Release

The news cycle has changed dramatically over the last few years, but most journalists still work something similar from a Monday to Friday.

So its best to send a press release out at the start of the week, either Monday or Tuesday morning.

Never send out a press release on a Friday or the day before a public holiday.

Also, avoid sending it just before the hour, send it a few minutes after, as publications that publish press releases as is will normally publish on the hour.

Your Initial Email Should Read Like Sales Copy For Your Story

How to Send a Press Release by Email to Journalists [Example]

The email you send to journalists containing a link to your press release has one function to get the journalist to click on the link to your landing page. It should almost be viewed in the same way that an initial ad is in a PPC campaign.

Sales copywriting principlesshould apply to this email.

Clarity, personalization, and explaining the benefits of your data should be at the top of your mind when writing this initial email.

Your subject line should explain the exact information that your press release contains, as well as the angle that it supports.

Lets say that you run an eCommerce store selling computer parts, and you have some data on the increase in demand for voice recording technology since lockdown began.

A good subject line for a press release about these findings would read: 60% rise in the purchase of podcasting equipment since lockdown

This is an enticing subject line for a few reasons.

It explains, in no uncertain terms, what the email is about. For a journalist who is pressed for time, this makes your email far more attractive as they know they will not need to sift through information when they open it.

Furthermore, a journalist has an angle on a trending topic already given to them in the subject line, saving them even more time.

Finally, the journalist can see in the subject line that the email will provide them with citable data to build a story around, adding a further benefit to the email.

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What Is A Press Release/news Release

A press release is an official statement that an organization issues to the news media and beyond. Whether we call it a “press release,” a “press statement,” a “news release,” or a “media release,” we’re always talking about the same basic thing.

While the heading should contain action verbs, the first paragraph should answer the “who,” “what,” “why,” and “where.” The press release should also contain understandable language and a quote.

Most press releases are succinct at just a page long two pages tops. Ultimately, companies want to provide enough information so that news outlets have sufficient material for publishing their own stories about whatever the company is announcing in the release.

One thing to remember is that press releases live in the public domain, which means your stakeholders and customers can see them.

So, instead of thinking of a press release solely as a ticket to earning news coverage, consider it as a valuable piece of marketing content.

While there’s no cut-and-dried formula for what a press release should include, here are a few types of occasions to help you carve out a focus for your press release and determine what content would help you broadcast your news in the best way:

To Pick Up The Phone Or Not

Generally, calling with a press release is not an accepted way to pitch a story or to follow up, and email is best. However, if you already have a relationship with the journalist, are from a big company, or youre certain they will be interested and highly likely to run your story, its probably OK to call. Use your best judgement.

Pro tip: Before you pick up the phone, create a Lines to take document. This should be your guide for the phone conversation. The LTT should contain the key information about the story: the who, what, when, where, why and how?

Here are some tips for calling journalists:

  • Get straight to the point be direct and professional. Try to stick to a script close to this:
  • I sent you a press release on .
  • Can I talk you through it?
  • I think its really relevant to your readers because
  • Know your subject thoroughly and be ready to take questions.
  • Never call if your story is directly advertising your company journalists want editorial content, not adverts.
  • Make your story as relevant as you can by linking it to something current in the news or going into detail about any case studies you have.
  • Remember, the more work they have to do, the less chance you have. So give them a clear hook.
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    Tip #: Keep It Short And Concise

    Whether your press release is going to be shared through social media, email outreach, or media outlets, keep in mind that you need to keep it short but not too short! and to the point.

    Writing a detailed but concise press release will maximize your chances of journalists, news sites, bloggers, influencers, or anyone in your contact list reading it to actually share it and increase its reach without you having to send endless follow-up emails.

    Keeping it short and to the point while also ensuring that youve given all important information to the public is key!

    How To Successfully Send A Press Release In 2022

    How to send a Press Release – Video Tutorial

    A press release is an email that businesses send to a group of preselected journalists with the necessary information to build a story around their brand.

    If you type how to write a press release into Google, you will see scores of press release templates with identical formats essentially giving an abbreviated version of a story to a journalist.

    The popularity of the press release template has led to PR companies and small businesses sending the same templated emails to relevant journalists over and over again.

    Journalists are getting bored of these formats.And we don’t blame them!

    In fact, 52% of journalists now say that they do not read press releases sent by businesses or agencies anymore.

    Despite the declining success rate of traditional press releases, it is still possible to gain the attention of journalists and get your brand featured in the press.

    However, it does require you to provide some genuinely newsworthy insight on a current trend and present this insight in a digestible way to the right people.

    Here is a guide on how to do precisely that.

    Important disclosure: we’re proud affiliates of some tools mentioned in this guide. If you click an affiliate link and subsequently make a purchase, we will earn a small commission at no additional cost to you .

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    Make Sure Youre Pitching Relevant Media Contacts

    Before writing your media pitch, you should first find relevant media contacts to prepare a media list, which is a list of people that could be interested in covering your story.

    In the media, individual journalists have their own specializations . Instead of sending your pitch to the general email address of a news outlet, it is best to address it to the person most relevant to the subject youre writing about. In other words: make sure youre knocking on the right doorsbefore you start knocking.

    Example: If youre a business thats launching a new tech product and youre reaching out to a magazine like WIRED, youll find out that every reporter there has their own specialization, such as drones, cell phones, or cloud computing. In this case, the right thing to do would be to reach out to the person that writes about products like yours, instead of pitching to someone that generally covers technology.

    Measure The Impact Of Your Story

    Improve your press release strategy and identify who has opened your emails with our track and trace functionality.

    You can compare distribution results and identify audience reception and interest, giving you a deeper understanding of how to drive higher and more effective engagement with your audience.

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    How To Write An Effective Press Release

    A press release is one of those content pieces with a strict format, says Melanie. Theres only one right way to write a press release.

    Lets walk through a press release template, so youre prepared to promote newsworthy topics, tie them to trending news topics, increase brand awareness, and drive more targeted traffic to your website.

    Make Your Subject Line Irresistible

    Press Release Template

    What’s the first thing you look at before you open an email? The subject line, right? In many cases, it plays a big role in the email open rate.

    So, how can you make sure yours gets opened? Try these tips:

    • Keep it short and sweet: Ideally, 10 or fewer words.
    • Ensure it’s unique: A powerful subject line should be disruptive, innovative, or offer a human-interest angle.
    • Be specific: Your subject line should be descriptive enough to let the reader know what to expect when they open the email.
    • Provide exclusivity: If you’ve got some unique data or research, mention that. Exclusivity can help you grab a journalist’s attention.

    And one thing to avoid? . It’s that simple.

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    Target Your Emails Properly

    Does someone covering higher education in Nebraska want to hear about a new brewery opening in Oregon? Probably not. Make sure you are appropriately targeting media in your outreach efforts. Youd rather hit a smaller number of the right people than a larger number of the wrong ones. The BA can help by providing you with state and national media lists.

    Examples From Marquet Media

    boss Kristin Marquet Chester revealed some high-performing email pitch subject lines from various client campaigns. Note how theyre to the point and very informative at the same time:

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