Reason? Such amount of space is enough for him to decide whether he wants to run the story or not; if you’re unable to engage a journalist using such a short form, chances are they won’t be interested in reading the entire press release.
I admit that if I had a choice, I’d love to receive all my emails written in a similar manner. It may not be easy and quick, but it’s sometimes worth to try and write down even your biggest announcement in the form of a three-bullet list.
The all-in-one method
It’s good to try this method, especially if your recent click rate is rather disappointing and you want to make sure your media contacts have read the whole news.
The main part of the email body should include one or two paragraphs containing the so-called “meat”—the essence; the key details and info that should win the journalists’ attention. Next, after your standard email ending (“Regards, John Smith”), paste your press release text into a clearly separated section.
This way, most editors who open your email will also see the full story (useful when you can’t measure how many people opened the attached/linked material).
Avoid adding attachments to your press release email
Journalists get a ton of press releases every day. Their poor inboxes are usually running out of space, so it’s a good idea to ditch the attachments.
If you’re using a PR outreach tool like Prowly, the process is a lot easier. All you have to do is throw in a link to your press release that’s located in your company newsroom, which a place where you keep all your news and press releases.
Upon following the URL, the journalist will find your press release along with any photos, videos, social media conversations, and other rich media that you added. Check it out in the example below.
How to send a press release by email – media pitch example
Here’s an example of a press release email sent to journalists from Prowly, spreading the news about an internal promotion of our CMO. If you look carefully, you’ll notice it’s written using the bullet method listed above.
By attaching your press release via an external link, your email stays lightweight, and your message short and to-the-point.
Press release follow-up
One of the less pleasant parts of pitching to journalists is the dreaded follow up. A few days have passed and the journalist’s response is nowhere to be found.
You can almost hear the crickets chirping.
Did they read my press release? Did they open my email? Did they even get my email?
While it’s possible that the journalist has simply no intention of covering your story, it’s important to remember that journalists are, simply put, busy.
A safe way to follow-up is to wait a few days and send them another email asking if they received your story.
Follow-up by knowing if they’ve read your email
You’ll be able to view individual email statistics for each journalist you send your press release to, including open rates (who opened your email), click rates (who viewed your press release), and bounce rates (indicating there was a problem with their inbox).
This makes the follow-up process a lot easier because you’ll know how to approach the journalist if you know if they’ve even opened your email.
Conclusion – how to submit a press release email to journalists
If you’ve made it all the way here, congratulations! By now, you should know the basics of submitting a press release. To sum up, follow these 5 steps:
- Make sure your press release is newsworthy and error-free
- Figure out which journalists will be interested in your story and find their contact details
- Choose the best time to send your press release
- Write your press release email (pr pitch) – make it attention-grabbing, short & simple (and without attachments)
- Follow-up if needed
- ^ Double-check if your press release is written correctly (prowly.com)
- ^ Structure – check if you have the following: (prowly.com)
- ^ Make sure your topic is newsworthy (prowly.com)
- ^ Grammatical errors and typos (prowly.com)
- ^ Who do I send my press release to? (prowly.com)
- ^ When should I send my press release? (prowly.com)
- ^ When is the best time and day to send my press release? (prowly.com)
- ^ The best day to send a press release (prowly.com)
- ^ Which hours are best for sending a press release? (prowly.com)
- ^ Press release email format (prowly.com)
- ^ Three methods of writing a press release email to journalists (prowly.com)
- ^ The short & concise method (prowly.com)
- ^ The bullet method (prowly.com)
- ^ The all-in-one method (prowly.com)
- ^ Avoid adding attachments to your press release email (prowly.com)
- ^ How to send a press release via email example (prowly.com)
- ^ Press release follow-up (prowly.com)
- ^ Follow-up by knowing if they’ve read your email (prowly.com)
- ^ Conclusion (prowly.com)
- ^ support your story with rich media (prowly.com)
- ^ press release distribution service (prowly.com)
- ^ Grammarly, (grammarly.com)
- ^ media contact list (prowly.com)
- ^ find relevant media contacts (prowly.com)
- ^ It’s also important when journalists receive your press release email (prowly.com)
- ^ PR outreach (prowly.com)
- ^ Prowly (prowly.com)
- ^ company newsroom (prowly.com)
- ^ Prowly (prowly.com)
- ^ PR outreach tool (prowly.com)
- ^ managing your media contact (prowly.com)
- ^ find their contact details (prowly.com)
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