10 Email Do’s and Don’ts to Make or Break First Impressions With Reporters

Billions of emails are sent every day. Public Relations professionals only get one chance to make a first email impression with busy reporters, so make it a good one!

An April 2008 a USA Today article cited ComScore Media Metrix figures for February of that year:

• Microsoft webmail properties: 256.2 million users
• Yahoo: 254.6 million users
• Google: 91.6 million users
• AOL webmail properties: 48.9 million users

And in the year 2011, with the explosion of social media and texting, one can only assume that the numbers of virtual messages have increased dramatically.

With all the spammers, junk mail and “virtual clutter” reporters receive on a daily basis, the DELETE button is their best friend.

Know that you only get ONE chance to break through the noise to make that great first impression. Here are some Do’s and Don’ts to help you get past the spam filter and into their contact list forever.

First, let’s consider this: What is 'netiquette' and why do public relations professionals need it? Netiquette, quite simply, is defined as 'internet etiquette' or 'network etiquette'. Public relations professionals need to implement netiquette rules for the following three reasons:

• Professionalism: By using proper email language you will convey a professional image for reporters.
• Efficiency: Emails that get to the point are much more effective than poorly worded emails.
• Protection from liability: We all know that once you put a message out, you can’t take it back. Awareness of your email risks will protect your clients and company from costly lawsuits.

Now that we understand the importance of netiquette, let’s take a look at some ways we can connect with reporters to make a lasting impression:

Five Ways to Get Past the Junk Mail Filter and into Their Inbox:

1. Break through the clutter with a catchy newspaper headline in the email's subject.

BORING: "Woman goes to Costa Rica for Medical Travel"

CATCHY: "Medical Travel Miracle: Woman Moves and Speaks After Stem Cell Surgery in Costa Rica"

2. Mirror their subject. If the reporter’s HARO or Profnet says “SUMMARY: Seeking financial advisors for personal finance story by Friday”, I’ve found it best to make that the subject because they are LOOKING for that specific subject in their inbox and may have even made a rule just for those key words.

3. Write what you’re sending. If you’re suggesting a source, write 'source' in the subject line, if you’re sending a press release, write 'press release'. If you’re sending a media advisory, write 'media advisory'. Since you only get one split second to inform reporters, you must let them know in as few words as possible what is in the email so they can decide whether or not they want to open it.

4. Personalize it. I have found when I use the reporter’s name, say "Congratulations on a recent move to a new magazine!" or wish them a happy holiday, this resonates well because they understand that I am not a spammer but a real and caring person.

5. Send emails individually rather than en masse. Be strategic with this. Individual emails show that you care and are interested in building a relationship. Take an interest in their work by researching their articles, read up on them and know what they do. This goes a long way to becoming part of their virtual Rolodex.

Five Things That Will Land You in Their Junk Yard:

1. DO NOT WRITE THE SUBJECT IN ALL CAPITALS (isn’t that annoying?). It’s poor Netiquette and some people do not realize it’s considered “shouting" when you do this.

2. Do not forget the spell check! Poor spelling is a big no-no since reporters are journalists and went to school for this. They have trained eyes that will spot these mistakes instantly.

3. Do not call the reporter the wrong name. Don’t you love it when people remember your name, birthday, spouse’s name, pet’s name? Reporter’s love it to and it goes a long way. Always remember their name. Spell it correctly too.

4. Do not request delivery and read receipts.

5. Do not forget to mention the local angle. If you’re writing a Florida newspaper and your client’s headquartered in Florida, mention it in the subject. This will show the local reporter that you care specifically about his/her local angle and s/he is more likely to open your e-mail.

If you implement these tips, busy reporters will truly appreciate this and I am sure you will start to foster more meaningful relationships in no time.

Please provide any feedback or comments you have when implementing these tips as we would love to hear it!

Posted by: Rachael Fisher

Tags: Public Relations