Send Release

Send Release

Client Note: These ideas are offered to assist those possibly unfamiliar with e-mail news distribution. CorporateNEWS understands that for many public relations and investor relations professionals they are standard operating practices.

The Challenge

Newsrooms and editors are routinely swamped with mail and fax messages.

Your news release is competing with hundreds of others for attention. One way to make yours stand out is by making it easier on the editor.

Keep your release clear, concise and tightly focused so an editor can digest it and make a decision in a few seconds. That little favor can dramatically improve your chances of "making the cut."

Target your media carefully and the odds get even better.

E-mail is Great, but...

Journalism surveys consistently show writers, reporters and editors welcome news releases via e-mail, if for no reason other than the time it can save them.

But, they also demand the releases be short, to the point and, above all, relevant to their editorial needs and interests.

That is why CorporateNEWS offers unprecedented flexibility, depth and precision in your selection of the media to receive your news.

The CorporateNEWS media selection sequence allows you to do something no one else does: Choose and save any mix of media and markets -- to get the right one.

Because it is possible, CorporateNEWS strongly encourages clients to distribute news releases thoughtfully. Select appropriate media, then use the unique Internet capability of active links and instant return e-mail to offer editors quick access to more information -- directly from you or at a Web site.

E-mail Release Writing: Short, Clear and Helpful

Editors remember and appreciate intelligent, considerate contact. Think of the sort of e-mail memos you prefer, and be guided.

Make it short, but also complete and easy to understand. CorporateNEWS limits general media releases to a maximum of 200 words. For most editors, shorter than that is even better.

Keeping the release concise and tightly focused helps it be interesting -- you naturally emphasize your strongest points.

Think of it more as a quick update or reminder memo.

Get right to the point.

Write in simple, straightforward sentences.

Don't try to cram in too much information.

CorporateNEWS automatically provides your return e-mail address and Web links to more information with each release.

Don't be a "Spammer."

"Spam" is the Internet epithet for useless, unwanted, mass quantity e-mail. A "spammer" is one who sends such material. It's not a good reputation -- for you, your company or us.

If an editor asks to be removed from your mail list, take it as an opportunity to call and talk. You may end up keeping them and have a better relationship for it. If not, go ahead and pull them from your list. Situations and attitudes change. Try again later.

CorporateNEWS is not a spam service.

Make It Relevant to the Editor's Needs.

Your news is important to you, of course, but not to every media outlet in the country. Be selective, judicious and conservative in choosing the media to receive and deal with your news release. It will pay off with greater success and better media relations.

Consider tailoring your releases for appeal to different media types.
If dispatching to geographic media, find a local or regional angle for their audiences, if you can.
Remember, most magazines are highly focused in their overall coverage -- select accordingly.
TV and Radio have tight time constraints and are almost exclusively local in their interests. They also like pictures or audio.
If the news is strictly national, stick with the national media and the few localities also directly involved (your headquarters, for instance.)
Don't assume editors will want to know "just to be better informed," even though they can't use the story. They won't want to know. They will be annoyed.

Help Out and Improve Your Chances

Think about the Subject Line. Make it informative and eye-catching. If sending a related series, make the Titles very different to avoid confusion. Possible components:

Words "News Release" or "News Update."
"Revision" or "Correction" first on Re-sends.
Company Name.
Phrase reflecting release contents.

Suggest Internal Routing, if appropriate -- i.e., "Attention: Food Editor," "To: Entertainment Writer," "Attention: Travel Editor," etc. -- on a separate line, above the copy. Such guidance is helpful and welcome.

Daily Newspapers, General Interest, News and Lifestyle magazines, Wire Services, Networks and Syndicators have many such specialized editors, writers, desks and departments.

Routing guidance also helps categorize a release for those media without such specialties.

If information is FOR IMMEDIATE RELEASE, state it above the copy.

Follow Up Intelligently. Most editors don't welcome calls simply checking to see if they received or remember a release.

On follow-up calls, be helpful, ready to provide an interview or other solid information.
Have the some quotes ready in case they are wanted.
Have back-up information ready and available.
Post a more detailed release on your CorporateNEWS Web page and refer to it.
Sometimes access to third-party endorsers is welcome and useful.

Hot Buttons -- Journalism and public relations trade magazines consistently list these qualities likely to make a news release appealing to an editor or reporter:

Impact: Measure of overall relevance or interest to the editor's target audience. High impact stories are likely to be picked up.
Reader/Viewer Service: Something the editor reasons will be of interest to readers or viewers because of the help it provides.
Innovation: What's NEW? Why is it significant? How is it better?
Conflict: Often compelling, but not usually positive.
Personality: Celebrities can spark interest, whether from the entertainment, sports, academic, political or business arenas.
Novelty/Oddity: Human interest stories, stories with an odd or funny twist.

Other News Release Tips:

The best writing style for a news release is the "inverted pyramid" which puts the most important facts into the first paragraph.
In organizing those facts, remember the journalist's five "Ws" and "H" - The Who, What, When, Where, Why and How of your story.
Avoid jargon. If technical language is necessary, be sure it is explained.
Make sure your news release contains all critical information, including times and dates.
Include names, telephone numbers and addresses (e-mail, Web and otherwise) of persons to contact for more information.
Let editors know if photos, audio or video are available and how they can be obtained.

If no one in your organization is comfortable writing news releases or making media selections, consider hiring an outside public relations firm, business consulting company or individual communications contractor for assistance.