When we gained our first practical PR experience on the agency side around 12 years ago, emails had long been an integral part of everyday work. Nevertheless, “assembly” was part of everyday agency life, i.e. printing, bagging and franking press releases . At least the important press releases were still sent by post back then, and also by fax! This has changed fundamentally since then. It has long been “normal” to send press releases and other content to journalists by email. However, we do not mean to say that sending via email is the only right option. Ultimately, it depends australia telegram screening on the personal preference of each individual journalist as to how they prefer to receive content. Basically, when deciding which method to choose, you can be guided by the thought of how the journalist can process your information most easily and quickly, and that usually speaks in favor of the digital route. When sending by email, we clearly recommend: always write the press text directly in the email. In addition, you can send the same text in a clearly structured PDF as an attachment or provide the PDF as a download link.
Our tip:
Always remember that your first step is to get the journalist's attention, and that's not so easy in an email inbox. Sometimes it might be better to choose an unusual way of addressing them. Why not send a postcard or a small package to attract attention - you can always send the actual press release by email afterwards.
When do you send press releases?
Now that we've clarified how you send your information to the journalist, the question remains when you do it! To be honest: It's impossible to say exactly. The golden rule from the textbook is that you should always send press releases between Tuesday and Thursday. On Mondays, editors have a lot of administrative tasks and are busy with editorial meetings and topic planning. On Fridays, however, you are (mentally) already on your way to the weekend. On the other hand, if every PR agency sticks to this rule, then it might be a good idea to send your press release on Monday or Friday because then it won't get lost in the mailbox among thousands of others. So we recommend just trying it out. You probably have different preferences for each industry and each newspaper anyway.