In the fast-paced world of media, catching a journalist’s attention via email can be a game-changer. We’ve gathered ten effective tips from seasoned professionals, including CEOs and founders, on crafting press releases that stand out. From pasting the release directly in the email body to being professional and to-the-point, discover how to make your press release email resonate with journalists.

 

• Paste Release in Email Body
• Personalize Your Pitch
• Keep Email Pitches Short
• Customize for Target Journalists
• Include Statistics and Numbers
• Add a One-Line Executive Summary
• Craft a Compelling Subject Line
• Lead with a Targeted Narrative
• Use Dedicated PR Platforms
• Be Professional and To-The-Point

 

Paste Release in Email Body

Make the journalist’s life as easy as possible by copying and pasting the release into the body of the email. Although a PDF press release can be designed and formatted in brand colors, you’re reducing your chances of it being read. It’s a one-way ticket to junk folders, and journalists on phones—or even those who are super busy—might not bother to open your release.

 

Caroline Voaden, B2B Copywriter, STORY. Copywriting

 

Personalize Your Pitch

Personalize your pitch. Journalists receive tons of emails daily, so make sure you stand out. Begin with a brief, engaging introduction that shows you’ve done your homework on their work. Tailor your press release to align with their interests or coverage areas. Keep it concise, and ensure your subject line is compelling and relevant. Personalization demonstrates genuine interest and increases the likelihood of your press release being noticed amid the journalist’s inbox.

 

Here’s an example:

 

Subject: [Your Company] Unveils the All-New [Product]

Dear [Journalist’s Name],

I hope this email finds you well. I recently read your insightful piece on [related topic], and I believe our latest breakthrough in [your industry] aligns perfectly with your expertise. Please find attached our press release detailing how [Your Company] is revolutionizing the tech landscape. Looking forward to your thoughts.

Best,

[Your Name]

[Your Contact Information]

 

Vaibhav Namburi, Founder, Smartlead

 

Keep Email Pitches Short

The golden rule is to keep it concise, under 100 words. Research shows that shorter email pitches perform significantly better, with up to four times more effectiveness compared to lengthy ones.

 

For example, you can include just the introduction of your press release in the email and provide a link to your online newsroom for the full story and related assets, like your press kit. This approach respects journalists’ time and increases the chances of your press release getting noticed and read.

 

Marco Genaro Palma, Content Marketing Manager, PRLab

 

Customize for Target Journalists

Many publicists include press-release email blasts in their offerings. Unfortunately, these end up going straight to spam because they’re irrelevant or too frequent to capture a journalist’s attention.

 

Instead, make customization the highest priority when emailing press releases to journalists. Start by building a list of the most relevant journalists likely to cover the story. Then, tailor several email subject lines to the recipients. 

 

Last, customize the message itself to each recipient. It’s unrealistic to make a unique message for every recipient, but you can create several segments and tweak a few sentences to make it feel more personal to the recipient. Do this, and you’re more likely to capture the attention of a journalist.

 

Dennis Consorte, Digital Marketing and Leadership Consultant for Startups, Snackable Solutions

 

Include Statistics and Numbers

A good tip for making your press release stand out is to include statistics and numbers! Journalists are bombarded daily with pitches and press releases.

 

In order to make yours stand out, including some kind of original number or statistic via research will do wonders for catching the eye of a journalist. Journalists rely on factors like this to include in their work, as numbers and stats add credibility to a piece. The more credible your work appears, the more likely they are to pick it up. 

 

Additionally, smaller yet equally important press release details include creating an eye-catching subject line and keeping the body copy concise yet still detailed.

 

Lark Allen, Content Marketing Specialist, Drive Research

 

Add a One-Line Executive Summary

I’ve always felt that the best way to do this is by including a mini executive summary, just one line, at the top of the email. 

 

Between that and the subject line, the journalists shouldn’t even need to read further to understand whether this is something they will want to cover or not—as often, this is exactly what happens, anyway. Have a clear and direct message in the actual press release, but the attention-grabbing bit should be a bit more salesy to catch attention.

 

Kate Kandefer, CEO, SEOwind

 

Craft a Compelling Subject Line

Imagine your press release as a golden ticket; the subject line is your invitation to the most exciting event in town. Craft a subject line like a sneak peek into the most fantastic news to ensure journalists take advantage of this. Think of it as a headline that screams, “You won’t believe what’s happening!” 

 

For instance, “Breaking News: Innovative Tech Startup Unveils Groundbreaking Product.” It’s short, snappy, and leaves them itching to know more. Journalists can’t resist clicking to uncover the big reveal when your subject line is like a mystery waiting to be solved. So, the next time you send a press release, make that subject line the ultimate teaser that gets your news the attention it deserves.

 

Chris Hunter, Director of Customer Relations, ServiceTitan

 

Lead with a Targeted Narrative

The most effective press-release strategy is leading with a narrative that focuses on the target audience for the journalist’s audience. Rather than burying the press release under jargon and fluff, show why this announcement matters and why it’s worth their time. 

 

Build relevancy for your press release through statistics, expert insights, or testimonials. This will give the journalist a better reason to actually read through your press release. Think about delivering value; that’s the gist of it.

 

Taylor Scher, SEO Consultant, TaylorScherSEO

 

Use Dedicated PR Platforms

One effective tip for sending a press release by email to journalists is the use of a dedicated platform like MuckRack or Prowly. These platforms house a comprehensive database of journalists and PR professionals writing for major publications across diverse niches. Adopting this strategy allows you to streamline your PR efforts, targeting the right stakeholders with your message. 

 

For instance, when launching our holographic labels, we used Prowly to identify journalists who had previously written about label or sticker printing technologies. This led to increased coverage and engagement. Moreover, using these tools can also help prevent your emails from being classified as spam, ensuring your press releases reach the intended recipients.

 

David Rubie-Todd, Co-Founder and Marketing Head, Sticker It

 

Be Professional and To-The-Point

Keep it short and minimize sensationalism. Journalists have to deal with this as a matter of course, so in my experience, you’re better off sending entirely professional content to the journalist and using that as a basis for building a relationship where you don’t waste each other’s time. You’re not going to trick them into reading your content and publishing it, so sensationalist headlines and copy that read like an ad will only take you so far. 

 

If you’re in this for the long haul, I recommend following a pretty simple checklist: title of what happened, then in the body, hit what happened in more detail, to/with whom, a quote from a leader, and then boilerplate about your company. Very short, very to the point, and very effective.

 

Dragos Badea, CEO, Yarooms