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kavjxco on 2011-03-11In light of the above I humbly submit the following 10 press release etiquette tips and requests:
1. There’s a reason every journalist and PR professional is taught about Who, What, Where, When, Why, and How in class 101. This is the meat and bones of any story and press release. If it’s not at the very top, like within the first two paragraphs, the likelihood of your event being filed decreases and its chance to be trashed increases exponentially.
Out of the famous W’s & H, the most important in releases promoting a future event is the when. Often I look for the date and time only so I can file it for future discussion. To be brutally honest I don’t care who’s going to be there or why the event is happening until the day before or the day of the event.
I’m dealing with a dozen or so tasks at the same time that are relevant to that day, to the upcoming newscast, that are under deadline when your release shows up in my inbox. The last thing I have time for is searching for that information. If I have to search I often leave the press release in my inbox with the thought that I will get back to it later when I have time. Next thing I know I have several of these releases waiting for me at the end of the day because I haven’t had time earlier to do it. Guess what? These releases often get deleted because my mind is tired. I admit this is a fault of my own and that I should put in the extra effort to search for the simple details of time and date, but I don’t always do it.
2. The press release needs to be in the body of the email so I’m not forced to open a document to find out the pertinent information. Attachments are great for supplemental information and to have as a second copy of the press release, but should not be how I have to access the 5 W’s & H. This doesn’t just make it easier for me, but guarantees that I receive the information. There is no guarantee t