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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Netiquette with reporters - sending news releases and contacting the press online
By IMPACS: the Institute for Media, Policy and Civil Society
August 15, 2005
Efficient Distribution or Spam - ask first!
By printing e-mail addresses alongside their bylines, many journalists are encouraging their readers to use the Internet to take part in the news. Many online news sources hosts chats with journalists, post reader comments alongside stories and encourage online discussions. We know that many reporters have switched over from requesting media releases via fax to receiving your organizational dispatches via e-mail. A lot of organizations are creating e-mail distribution lists for sending out news releases, rather than the more familiar fax lists.
If reporters feel that you are abusing web communications and sending tons of needless junk e-mail, or spam, chances are that they'll delete your information and they'll be far less likely to cover your news. When you speak to a reporter, ask her or him how she/he prefers to receive information. If in doubt: fax.Don't be a Stalker
E-mail follow-up is so easy, and yet can be so annoying to reporters. Don't bombard editors with e-mails asking why your piece was not accepted - you'll only irritate them and harm your chances of being picked up later. Call them once to follow up and ensure they've received your missive if it is hard or breaking news.Exclusivity
Don't send reporters releases indiscriminately. Reporters donĒt like to feel like they are part of a herd, even if they are. There are a few things you can do to sidestep at least the perception that you have sent your release to everyone and their dog. Don't send a press release to your entire press list with the whole list visible - reporters will feel like cattle, all being herded to cover the same story. Try to customize your releases to match the interests of individual reporters and increase your chances of coverage. If you must send to a large list, use the "bcc:" field to prevent the entire list of names from appearing in your e-mail. And send your release to targeted and appropriate places only. Keep your news relevant to targeted editors.Don't send attachments
Canadian newsrooms are increasing outfitted with the most up-to-date spam block technology. Attachments have been known to shut down a reporter's computer. Always include your text in the body of an e-mail. Send attachments only if the journalist has requested additional information. Consider establishing a media room on your organization's website and post backgrounders, timelines and other relevant resources there.Make the subject line compelling and/or provocative
An attention-grabbing subject/headline is crucial. You must entice a reporter to read the juicy content of your e-mail instead of simply hitting the delete button. Don't say "Press Release" say "XYZ organization demands reform from City Hall." Or "Ground-breaking new report reveals XYZ."Keep it short
Who wants to scroll through screens and screens of text? Try to limit your e-mail release to about 250 words. You can direct reporters to your website for more detailed information.Keep your site up-to-date
Don't let your site get out of date - nothing makes you look less credible than a website that is the cyberspace equivalent of a ghost town. Add any breaking news, press releases or new information relevant for public consumption. If you aren't the webmaster at your organization, work closely with them to keep the site up-to-date and be sure to keep them informed of the news you are making.Make sure your contacts listed in e-mails and online are readily available
Make sure there is someone who is available and can answer questions on demand at the address and phone number you've cited on your site. Always identify yourself and provide contact information - it enhances your credibility. Be sure to include your contact e-mail address and website URL in a prominent place, and make sure that you have a useful signature file (the piece of text that appears at the end of every e-mail message). It should be brief, but contain your name, company, one line about what you offer, telephone, fax, e-mail and website address. Again, put this at the end of the release; donĒt make a reporter scroll through your contact information to get to your news.
This article first appeared in the May 2005 issue of eCatalyst, published monthly by IMPACS: the Institute for Media, Policy and Civil Society. It is reprinted with permission. For more information, visit: www.impacs.org.
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