A survey by Bennett & Company shows that journalists prefer receiving information by email over all other methods, although it actually comes to them by email only 24% of the time. Following are the findings of the survey, released in August 2002:
|
Medium |
Percentage of journalists preferring to receive information in that format |
How often information is actually sent in that format |
|
Email |
47% |
24% |
|
Postal mail |
27% |
27% |
|
Wire service |
12% |
14% |
|
Fax |
9% |
13% |
|
Telephone |
3% |
12% |
|
No response to question |
2% |
10% |
Views: Just make sure your news is welcome and relevant
I agree that electronic mail is a great way to deliver news to journalists and editors. However, just because a publication or writer has a published email address doesn't mean that person is fair game for your latest press release.
Use email for press relations, but don't abuse the medium. Your best bet for getting the press to cover your company is to develop relationships with individual journalists and become a real resource for them. In other words, help them to do their jobs by being there for them when they need insight into your industry and specialty. A press release sent to 10 key receptive writers will be much more effective than a blanket release sent out to thousands who have no interest.
Also, don't waste journalists' time by sending out puffery masquerading as news. When you send out a release, make sure it's real news, not just a pitch for your company's latest product.
Have you been using email to communicate successfully with the press? Tell us about it! Click on the "Post Letter" link at the top of the right-hand column of this page to add your comments to this article.
Al Bredenberg is publisher of EmailResults.com (http://www.emailresults.com).
