NONE: Re: ONLINE-ADS>> Using E-Mail as a Publicity Tool
Re: ONLINE-ADS>> Using E-Mail as a Publicity Tool
Diane Rowett Castro (rowett_at_sirius.com)
Wed, 18 Feb 1998 08:53:05 -0800
Paul J. Krupin's Post:
>First, it is amazing it was to see who read the e-mail that we sent. We
>specifically requested that the media identify the e-mail address they
>wished to be used for news releases. The responses were mindblowing. The
>key media executives really do read their e-mail. They responded at all
>hours of the night. They passed the e-mail through their organizational
>intranets.
First of all I would like to say that Paul's post was very
insightful and informational...as a public relations
professional who works mainly with e-mail, I have found this
to be true--the media is very responsive when asked how they
prefer to receive their information. The reasoning behind
this is simple--they want public relations professionals to
know how to contact them so they are not inundated with many
different types of information--if they tell everyone that
they prefer receiving their information via e-mail hopefully
it will cut down on the faxes, telephone calls, etc.
>Second, it's clear that the media has continued to evolve over the past
>year, and based on our survey requests, it is absolutely clear that media
>executives are adapting to the use of e-mail as an increasingly preferred
>method for receiving news releases, queries, and articles.
I have also found this to be true. E-mail is a way to
communicate unobtrusively and is highly preferred by most of
the media. In my experience I have found, however, that the
best way to send a news release to the media is to not
initially send the full release. It is better to send a
news release "query" e-mail letting the prospective editor
know that you would like to send a release to them and why
it would be of interest and/or beneficial to their readers.
You also mention that you have included the first paragraph
of the release in the e-mail, and if they would like the
rest of the release to let you know. That's it...short and
to the point.
>Hence anyone who is using e-mail PR databases, such as the US All Media
>E-Mail Drectory, has to be acutely aware of their responsibility to
>carefully select their target media.
This is another area that public relations professionals
must be careful about and make sure that they do.
Again, I would like to congratulate Paul on a job well
done--having put even the smallest media list together I
understand what an extensive undertaking that database must
have been. Kudos to you Paul!
Diane Rowett Castro
*****************************************************
Rowett & Associates/Web-Write Public Relations
<http://www.rowettassoc.com>
Internet Marketing & Public Relations Consulting Services
E-mail: drc_at_rowettassoc.com/Phone: 415.566.3880
*****************************************************
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