Re: ONLINE-ADS> Using E-Mail As a Publicity Tool

Roricom_at_aol.com
Sat, 21 Feb 1998 16:01:29 EST

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I agree with Eric Ward. Email is the way to contact the press.

On Wed, 18 Feb 1998, Ray Taylor wrote:

>While some of the more technical press people are happy to accept
>targeted email releases, even some of these prefer to stay with regular
>mail and fax. Quoting one journalist: "we don't have the time to go
>through email press releases" !

"Some of the more technical press people?" One would be hard pressed to
find press contacts in the high-tech industry without email and it doesn't
take a technical genius to operate email.

I. Email is a tremendous benefit for journalists who want news delivered to
them as soon as it happens. Are there any journalists out there who don't
want to be up on the latest thing?

"We don't have the time to go through email press releases." How can
looking at the subject line of an email be slower than opening mail or
reading a fax?

II. Email also holds advantages for those who are distributing the news.
The first benefit is that email offers a greater degree of control when
issuing a release because it is instantaneous.

Regular mail arrives at different times throughout the country, even when
some letters are sent early to compensate for this variance. The result is
an angry editor who has already missed the boat. Sometimes it can be so
late that it is no longer news.

Faxes can languish behind a publication's fax machine for months before
anyone sees them and if they are caught promptly, there is no guarantee
that they will end up on the proper editor's or writer's desk. With email,
you know that it went to their desktop.

Email can even assist one when updating a database of contacts because once
he receives the "send failed" message, he can follow up to find out where
that writer went.

Email is cheap; free compared to $.32 a pop for regular mail. Faxing
involves long distance rates.

Both mail and faxes use paper. Email doesn't.

Finally, when a release is issued via email, the sender has automatic
confirmation of the persons contacted and the time and date when the
release was sent. Therefore, he has a precise record of the distribution.

Forget the phone unless you have permission to follow up...most find it a
distraction at best and an extreme annoyance at worst.

For those of us in this industry, there really is no comparable method of
distributing the news to the proper people.

Dawson Rorick
RORiCOM: Rorick International Communications
email: RORiCOM_at_aol.com
http://www.roricom.to (under construction)
415.435.0667

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