THE ART OF E-MAIL INTERPRETATION

Last month's article about finding a news release topic that gets you noticed 
generated some questions from D. Jean Moore, a long-time reader from North 
County, San Diego. 
  
Jean wants to know the most effective way to contact newspapers when you have
a release, and steps you can take to make sure the release ends up in front of the 
right editor or reporter. What I recommend: 
  
1. Hear ye! Hear ye! 
  
Alas, there is no "right way" to contact an editor.
  
Some prefer news items sent through e-mail, some fax, some hard copy. Since 
e-mail is the easiest to delete without reading, I do a fax or hard copy followed up 
by a quick phone call to check if the release was received - and if there are any 
questions. Or you can reverse that technique and start with a phone call that 
includes your 10 second pitch and then simply ask, "How do you prefer to receive 
the release?" 
  
2. Play detective.

Do some investigative reporting of your own. Your releases will get further if they 
are directed by first and last name to a specific person. Most newspapers have a 
staff box listing editors and their topics, such as business, feature or opinion. 
Send your release to the one that best fits your area of expertise.
  
3. Go beyond editors.
  
Read the newspaper you're targeting and note the names of reporters who cover 
topics similar to your interests. For a greater chance of getting noticed, send two 
copies of your release, one to the reporter and one to the section's editor. 
  
(But don't blanket the staff by sending copies to everyone - they'll remember your 
name as they roll their eyes and pitch your piece into the circular file.) 
  
4. Network with newspaper people.
  
Get a good chuckle out of someone's humor piece on the op-ed page? Drop them
 an e-mail of thanks. (Trust me, that's one e-mail that will get read.) See a member
 of the press at a school board meeting? Take 30 seconds and introduce yourself. 
Keep it light, keep it friendly. Mention your name and what you do. Next time that 
reporter is looking for an expert source, it just might be you!

© 2004 Donna Kozik. For information about Donna’s writing services, visit 
http://www.DonnaKozik.com.