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

Jim Kling (jkling_at_nasw.org)
Mon, 23 Feb 1998 09:40:49 -0800

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> 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?

Actually, yes. Speaking as a former member of the press (I covered news for
science trade magazines), it's annoying to get unsolicited press releases
that are outside of my specialty. (One might assume that 'science' can mean
almost anything, but I specialized in biotechnology)

The key is to target the audience. You're correct when you point out that
it doesn't take much time to glance at a subject, but when you have 100
messages in your inbox first thing in the morning, you quickly lose
patience with irrelevant email.

> "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?

This could undermine your purpose. If I get in the habit of just looking at
the subject, I won't read too many of the messages. As a PR person, you
want your recipients to get in the habit of *always* reading the text of
the emails you send, no?

Jim

--
Jim Kling
writer and consultant
http://nasw.org/users/jkling

Creator of Y2K Research
How the millenium bug can undermine your lab
http://nasw.org/users/jkling/y2kresearch.html


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