Ten Tips For Using E-Mail To Get News Coverage
A Tutorial By Paul J. Krupin from Direct Contact Publishing
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by Paul J. Krupin
I am the publisher of The US All Media E-Mail Directory and electronic
database. I thought many of you could benefit from seeing some guidelines
on how to get news coverage from using e-mail. It's amazing but true, you
can use e-mail to get publicity with the media. Articles can enhance your
visibility, name recognition, reputation as an expert, and position in your
industry. But there are some tricks of the trade that are developing in
this really new marketing technique. E-Mail PR is not hard to learn, and
the benefits are substantial.
The Golden Rule: Target & Personalize.
My experience is there are several essential rules that publicists must
abide by in submitting e-mail to the media if they are to avoid the wrath
of the recipients and maintain their credibility and reputation as a
credible PR practitioner. Here's my "10 Commandments for Sending E-Mail to
1. Think, think think before you write. Ask yourself why you are writing,
and what are you trying to accomplish by writing. Put yourself in the
position of the person reading your message. You are a busy media
professional. What would you do upon receiving your message? Publish it or
2. Target narrowly and carefully. Go for the quality contacts and not the
quantity. Don't broadcast a query or news release or announcement to
irrelevant media. Pick out your target media carefully, based on the
industry or readership of the specific media you are targeting. Study the
media your are writing to. Write the way the editors write. Make it easy
for them to use your submittal.
3. Keep it short -- Trim your e-mail message so that it fills one to three
screens. Keep it three to four paragraphs tops. Don't try to sell the media
your product. Do try to get their interest and make a request for more
4. Keep the subject and content of your message relevant to your target --
it's got to be newsworthy and timely. The subject should intrigue them
enough to read your message. I prefer presenting and proposing
problem-solving articles which advocate the benefits or techniques
associated with a strategy, technique, product or service. This article is
5. If you are seeking publicity for a product or service, or want to get
reviews for a new book or software, use a two step approach -- query with a
hook and news angle before transmitting a news release, or an article, or
offer to send a review copy to those who request it. To avoid angry replies
and complaints about unsolicited e-mail send a very brief e-mail requesting
their permission to send them a release before actually doing so.
6. Tailor the submittal to the media editorial style or content. Go to a
library, read it on-line, or write and ask for a free media kit and a
sample copy of the magazine or journal. Study the style and content of the
media. Then write the way they like it. Seek to develop a longer term
relationship as a regular contributor.
7. Address each e-mail message separately to an individual media target.
Take your time and personalize each e-mail. Don't ever send to multiple
addresses. It's the easiest way to get deleted without being read.
8. Reread, reread, and reread and re-write, re-write, re-write before you
click to send.
9. Be brutally honest with yourself, and with your media contacts. Don't
make claims about your product or service you can't prove.
10. Follow-up in a timely manner, with precision writing and professionalism.
Welcome to the World of Electronic Commerce. Remember though, there are
real people at the receiving end, and your success with the media depends
on your respecting the media and being courteous, and your credibility,
reputation and performance.
Good luck and prosper. It is not hard to garner news coverage if you take
your time and do a careful job. The benefits can be phenomenal. E-mail is a
good way to make the most of limited funds. You can work locally,
regionally, or nationally and all you need is a computer with an Internet
connection and e-mail.
Just remember, you can and should use e-mail to get news coverage for your
business, but you shouldn't rely on e-mail alone. When used together with
conventional PR (mail, paper, phone and fax), you get the maximum effect.
You cultivate relationships with media by becoming known as a valuable
contributor. You give them what their readers want, they give you the free
If you have comments or wish to discuss strategies for your business, drop
me a line at: email@example.com.
If you are interested in The US All Media E-Mail Directory or want to
peruse over 3,000 links to magazines, journals, trade press, or consumer
publications, visit us at:
Direct Contact Publishing's US All Media E-Mail Directory is available as a
book ($49) or a database ($79) or both($99). It has over 7,000 media
e-mail listings for magazines, newspapers, radio, tv and syndicates
nation-wide. Direct Contact also offers targeted all media e-mail
searches and mass fax distribution. Call 1-800-457-8746 or e-mail to: