A readers asks:
Question: “Would you mind answering a quick question for me? I received an email from XXXXXX (name removed for client confidentiality) earlier this week that they’ve developed a sample media release that members are free to modify and distribute to local media. My question is, if I was to distribute this via email what do I put in the subject line and covering email? Do I just say ‘Subject: For immediate release’ and in the email ‘Please find attached a press announcement for immediate release.’ Basically, what’s the code of conduct when sending these things?
Not sure if that’s turned out to be a quick question or not so I appreciate your comments.”
Answer: When you send a release via email put the actual heading or title of the release in the subject line. You can also add the fact that it’s a release, like this: “[news release] launches new service for the busy exec.”
Don’t bother putting “For immediate release” – that’s an antiquated tradition that doesn’t mean much. If it isn’t intended for immediate release, you’d say so. Hopefully!
Also, and this is a biggie, do NOT attach any attachment. Instead, simply copy and paste your release into the body of the email. (That said, it might be better to turn off HTML and send your email as a standard ‘text’ message, which could mean that the formatting/line spacing may need to be tweaked).
At the top of your message you might want to state that you have pictures (if true!) and whether the release available as a PDF or Word document. And ask editors to to get back to you should they want either of these or have any questions.
Immediately below this insert an obvious break in – like a solid line, or dotted – and then put line release.
Be sure to put the media contact (whomever will deal with press release enquiries) for editors, and of course their contact details. You’d be surprised how many people omit this vital information.
Hope this helps.
• For specific ideas on tailoring a news release to your business, and how to develop a PR campaign that can help you generate masses of free publicity, for less than the price of dinner, see:
FREE CONSULTING ALERT: Got a burning question you want answered? Pop it in the ‘comments’ box and I’ll see what I can do.