Use the Web for Support
Put photographs, biography's of company executives, white papers and other supporting
documents online where reporters can access them at their convenience.
Dont send these in the email as they clogs up inboxes.
For example, if you have just completed an online survey of web shoppers, in the
e-press release include a snapshot of the results in first paragraph with a link to the
URL where the complete survey results are published.
URLs to screenshots etc. of your products can also be included in the email.
Be Nice to Dinosaurs
Some reporters have restricted access to the web. For this reason, always include a
contact method for those who prefer to have materials mailed to them by snail-mail.
Note - Don't attach photographs and supplemental information with
e-mail when contacting a reporter.
The Really Important Stuff
Give your press release a gripping subject header and headline.
Cover the five W's: who, what, where, when and why in the first paragraph.
Include all types of contact information including an e-mail address for the press
contact and website address of the company.
Reporters will often choose to call a company representative rather than wait for an
email response. In addition to e-mail address, include contact phone numbers.
Refer to client endorsement from a 'non-biased' source. Get permission from these
sources to use their remarks in your press release in advance.
Close with a short paragraph containing background information about the company. This
could be a synopsis of company activities, such as how long they have been in business and
areas of expertise.
Web-based PR does not differ from conventional PR in that one's ability to write and
organize information well is rewarded with press coverage.
The combination of a sharp subject header and a clever "spin" works very well
in a congested Inbox.
Journalists tend to respond faster to writing that describes how a product
solves a business/consumer problem.
Highlighting a new business, consumer or health trend is another way to position your
You can also get press coverage by riding on a breaking news story by alerting the
media to your client's expertise on that particular subject.
Be prepared to act fast if you sense an opportunity. Time the sending of your news
release right and you can receive a windfall of publicity.
Electronic press release delivery is an excellent tool when a story has a limited lifetime
or when a news window is open only for a limited time