4 Strategies To Get In Touch With Reporters
Now that you've completed your press release and have built your targeted list, you are ready to email the reporters! Here are a few tips to keep in mind:
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Donald Trump:
“When a reporter asks me a tough question, I try to frame a positive answer, even if that means shifting the ground.” - The Art Of The Deal |
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Step 1: Avoid The Spam Trap |
Everyone has filters on their email programs these days to try and cut down on the mountain of spam coming to their inboxes. It is important that you do not trigger any of the spam filters so that the press release you have spent so much time working on actually gets delivered to the reporters. Some of the most common triggers and words to avoid using in your email are:
- The word 'free' (FREE, free offer, free leads, free access, free preview, free download, free trial, etc.)
- Words that are all in capital letters (GUARANTEE, BEST, PROMISE)
- Words that imply they are on a list such as 'unsubscribe' and 'leave'
- Text that contains very large sized font
- HTML elements beyond links (changing the background color, changing the font color, etc.)
- Text that asks you to 'click here' or 'click below'
As these filters are constantly changing a good tip is to run the press release through a newsletter software program. Many newsletter companies, like aweber, have a scoring tool to tell you the likelihood of your email triggering the spam filters. It tells you which words you should change or remove and any other elements that could hold your email back from being delivered to the inbox.
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Step 2: Have A Captivating Subject Line |
Assuming that you get past the spam filters, the next step is to get the reporter to actually open your email. The first element is the subject line. Without an attractive subject line your email will be deleted without anyone having read even the first line of your press release.
A useful tactic is to incorporate the words 'story idea' or 'news' at the beginning of the subject. Reporters are always looking for new story ideas and are appreciative of people who can help them. Your challenge is to stand out from everyone else who is emailing them.
Follow this up with the first headline of your press release. If you don't have an effective, attention grabbing headline, review Step 2 of the Press Release Builder tool. For example, if your press release headline was "Top 10 Ways To Gain More Confidence" your email subject line should look like this: [Story idea] Top 10 Ways To Gain More Confidence. |
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Step 3: Have A Strong Opening |
Reporters are used to being bombarded with people trying to get their company profiled. Most of the time the emails they receive are not related to their area of interest and quickly get deleted.
To stand out you should make the opening as personal as possible. Find out the name of the reporter and use it. An opening might look like this:
"Dear (reporter's full name),
I thought this might be an interesting story for your (publication name) (readers / viewers / listeners). I would be happy to speak with you in more detail if you wish and can be reached at (your email)."
Once you finish your opening include your press release below. Using your Excel or Access database and the mail merge feature with Word you can send out your press release so that it is personalized to each reporter. |
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Step 4: Remember To Follow Up |
Following up is an essential part of any press release campaign. Call every journalist that you have emailed within 48 hours of the release being sent - or at least the most important ones you want to connect with. Make sure that they received the email and see if they have any questions or would like you to clarify any of your points. With a short discussion reporters often can figure out a lot more about the story and see if it will fit with what they are working on.
If they reject your story, do not waste the call! Use it as a learning experience and ask them what kind of stories they are looking for. Tailor your next one to suit their needs and you are on your way to getting the press coverage you deserve! |
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