Developing Your Pitch: Example Email Templates for News Releases
Sending a press release format is an important part of your organization's marketing strategy. It can help you gain visibility and make contacts with reporters, which will help you promote your brand and attract new customers. However, if done incorrectly, a press release could backfire on your company—and that's why it's important to follow these tips when crafting one:
Start with a clear and attention-grabbing subject line
The subject line of your press release is the first thing people see, and it should reflect the content of your pitch. Many companies use overly promotional language to attract attention and make it clear that they’re not interested in hearing what you have to say. Avoid this trap! Instead, use a subject line that accurately reflects the content of your press release example.
If possible, include the name of the reporter or publication in the subject line so people know who they’re receiving from (or who will be responsible for distributing). For example: “New York Times Article on [Company Name]” or “New York Times Article on [Company Name] & [Product].”
Make sure your subject line is short but descriptive; otherwise no one will open it!
Introduce yourself and your organization briefly
Introduce yourself and your organization briefly, explaining why your press release is relevant to the reporter's audience. Be sure to include the reporter's name and contact information in case you need to follow up later. Provide a brief overview of the story, including what it explores, how it was conducted, who conducted it (if applicable), when and where it happened, etc.
Summarize the key points of your press release
In the first paragraph of your press release template, summarize the key points of your story. This is where you want to grab a reporter's attention, but don't be too wordy or long-winded. Instead, focus on summarizing what's most important about your article and why it matters in as few words as possible. It should be obvious from reading this section that you have something new and interesting to share with them!
Use short sentences and paragraphs
The second tip is to use short sentences, paragraphs and avoid jargon or technical terms that may be unfamiliar to the reporter.
In general, press releases should be written in simple language—not techie jargon or technical terms that are easily misunderstood by reporters and editors. You want your press release sample to be clear and easy for anyone reading it to understand without having to read between the lines.
For example: “Corporate executives announced today they will invest $50 million into research into sustainable energy sources” vs “We have developed a new long-term solution for our clients' biggest problems”
You also want your press release title itself simple so that it doesn't confuse readers with too many words (for instance "The Dynamic Advertising Company Will Be Featured On Bloomberg TV").
Include quotes from key executives or experts in your press release
Include quotes from key executives or experts in your press release to add credibility and provide a human element. Quotes from key executives or experts can be used as a call to action, such as “We are making an important announcement today” or “If you want more information about our new product, please contact us at [phone number]. Our company has been in business for over 20 years and is known for its high quality standards."
Provide context and background information
Providing context and background information to help the reporter understand the broader significance of your news release example is an important part of preparing a good pitch. Don't assume that reporters will know what you are talking about or have read previous press releases from your company.
Provide as much detail as possible about why this is an important story for them, and why it's newsworthy for their audience.
Include links to relevant resources
If you are working with a reporter, it is important to provide links to relevant resources, such as your company website or social media profiles, to provide additional information. Links should also be included for articles that have been written about you or your company and for videos or podcasts that have been featured on the reporter’s site.
You can also include links to relevant resources that the reporter may find interesting and helpful in their reporting process.
Provide your contact information
Provide your contact information, including your name, title, email address and phone number so the reporter can follow up with you if necessary. Include a brief biography of yourself. This can be as simple as saying that you're a freelance writer who has been publishing articles on [insert topic]. Include a brief description of your company or individual’s work experience in the industry they are writing about.
Use a professional tone and avoid using overly promotional language
Use a professional tone and avoid using overly promotional language that may turn off the reporter. Don't use jargon or technical terms that may be unfamiliar to the reporter. Your message must be clear and concise, so don't get wordy with your pitch! Don't use too many exclamation points or other punctuation marks unless you want to sound like an airhead who thinks everything should come with a big red bow on top of it (and then another one after that).
Customize your email for each individual reporter or publication
Customize your email for each individual reporter or publication, using their name and referencing previous articles they've written. In the body of your email, mention something you have in common with them or ask a question that is relevant to their work. This will help establish rapport and make it easier for them to write about your company or product.
Proofread your email carefully for spelling and grammar errors
Proofread your email carefully for spelling and grammar errors, and have a colleague or friend review it before sending.
Spell check your sentences. Use a spell checker to find misspelled words that may be confusing to the reader (such as "prefered" instead of "preferred").
Check for grammar mistakes such as missing or extra spaces between words, unneeded capitalization in a sentence or paragraph, etc. If you need help finding these issues, use a grammar checker on an online source like Grammarly (https://www.grammarlyresearchfordummiesandidiots.com/grammarly/) or Thesaurus Software’s WordWeb Online Dictionary (http://www3dtoolbarcom/wordweb). These tools will also suggest synonyms based on how often they are used in other documents written by other people who have similar writing styles!
Follow up with the reporter a few days after sending your email
Follow up with the reporter a few days after sending your email to see if they have any questions or are interested in covering your story.
Don't be pushy, but don't be too friendly either. You can ask for a meeting, but don't make it seem like you're begging for an interview. Remember that journalists are busy people who often get hundreds of emails per day, so don't try to schedule an appointment ahead of time; just send them an email asking if they're interested in hearing more about what we've done with our product so far (and maybe include some links). If there's no response after two days then try again!
Remember, these tips are meant to help you be more effective and efficient when sending out a media release template. If you need any assistance with writing your own press release email or other content, don’t hesitate to contact us. We can help with the basics like grammar and spelling, as well as strategic guidance on how best to craft your pitch for specific reporters.
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