In the last hour, I've gotten three news releases from the same PR person. At first I thought they were identical, but after closer inspection, I see they're not. That's always a plus. But the good news stops there. Here's how you can avoid a similar fate:

  1. Bundle. Unless you've got multiple breaking or time-sensitive announcements, don't send them all at the same time. That just unnecessarily fills up my inbox. If you must release a lot of stuff on one day (maybe because you only work one day a week for the client), send ONE email with links to the releases, in lieu of x number of releases. You look organized, my inbox stays manageable, and I'm more likely to find what I need. Yes, this requires you to write a strong subject line and, if you really want to be of service, a short summary of each release.
  2. Combine. Two of the releases are so closely related they could have been bundled into one. In fact, looking over both, the second release includes the exact same copy as the first, plus some additional information on the related project. So why send both? It looks like the "connection" of the two projects was an afterthought, which doesn't reflect well on the PR person or her client. Or, again, put links to both releases in one email. Extra credit if you include a short explanation on why you're sending both and how they are different. Think first, then send.

Simple steps to help reporters like you and to serve your clients better.


More media relations tips can be found here.