Another Puzzling Question Still Remains

Now that we know the true identity of Watergate source, "Deep Throat," it's time to discuss another question that has puzzled many for years. What is the best way to distribute a press release?

Today there are basically three different ways to distribute a press release to the media - mail, fax and email.

The simple answer to the above question is this: know the reporter and what they prefer. Each reporter really does have a preference. Many find mail and faxes to be an insult because they see them as completely "old-fashioned" and outdated. Others just haven't grasped onto this whole email thing just yet. Unfortunately for them, it's not going away any time soon. However, if you send your release to that reporter via email, realize that they probably won't read it or will become highly irritated with you. That is why it is incredibly important to know your reporters and their preferences.

You will find that most reporters do prefer email. But there are other considerations to talk to those reporters about. Do they prefer the full release included in the body of the message or would they prefer a word attachment? Some reporters like to have a link that will take them to the full release on your website.

Also, remember that many media organizations have very sophisticated email filter programs that are designed to weed out the enormous amount of spam they receive on a daily basis. Often, your email might not make it through. Talk to the reporters you work with and ask them to have your email address added to the organization's "white list." This will make sure it gets through. It doesn't hurt to follow up after sending your next email to this person, to make sure the listing worked.

Of course, those of you who have attended one of my workshops know that any discussion of press releases must come with the following caveat. The press release is only one piece of the media relations puzzle. Don't depend on it to garner coverage. Coverage is garnered in the follow-up and, often, in a pitch that is communicated over the phone or in a short email message.