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Sending Out Your Press Release

» Introduction
Whether using email and snail mail or faxing, learn the PR basics before sending your press release to the media.
» Step 1
A Faxing We Will Go: Although email and snail mail are the more effective ways to send out press releases, if you are faxing your releases, make sure to fax them out with a cover sheet that clearly lists the specific person you are contacting. The cover letter is more than just an address page; use it to restate much of the same information you have in the press release, but in an even more concise form. Try to edit it down to one or two short paragraphs. Only give the skeleton of the story, repeating the same ideas but wording them differently. I suggest you do this because faxes are often lost or misplaced, and the editor or producer ends up with only your cover sheet. If so, all is not lost - he or she still has the important information. Once again, the cover fax sheet is never to exceed one page. Make sure your cover sheet includes your name and number. If you are announcing an event, or your release is time specific, make sure to list the time, date, and address on the cover sheet. Remember, if the media wants more information, you can always give it to them later.

» Step 2
A Word about Emailing: Some media contacts prefer to receive short concise e-mail pitches. Others simply delete e-mails from unknown senders as they arrive. It pays to call and find out before e-mailing a particular contact. When emailing, make sure that you never send an attachment. Add your information to the body of your e-mail. Too many media contacts have received viruses by opening attachments sent from unknown sources. If the media contact requests an attachment, by all means send it, otherwise, don't even consider it.

» Step 3
Don’t Forget Snail Mail: Most media contacts are over inundated with emails. The delete button is working overtime. When launching a public relations campaign, never overlook the power of sending an old fashioned letter.
» Step 4
To learn about follow-up phone calls, check out: Follow-up Calls: Welcome to the Mine Field.

Copyright © Anthony Mora 2008
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