I'll be releasing a press release in about a month. I'm compiling a list of media contacts (mainly from popular blogs) and I will email them with my press release. Is there a convention to use in the subject line? I was thinking that using 'PRESS RELEASE: ...' in the subject line might be a good way to approach it?? I don't want to come across as spam, and I'm not in the business of tricking people. Does anyone have experience with this sort of thing? Thanks! William
As an editor myself, there is no need for a special headline to state it is a press release. What I will say is: a) Make the press release as close to a printable article as possible - the less work a journalist has to do, the more likely you will get a pick-up b) Explain the product/service in an opening paragraph, which is just a few sentences in length. c) Don't waffle. Yes, your product may well be a "market leading" widget. But so is every single other widget on the market frankly. d) Give clear contact details in case a follow up is needed. e) Send the email in PLAIN TEXT - not as html, and most certainly not as a word/pdf attachement.