How to Write a Catchy Press Release Email for Journalists [Bonus Template Inside]

Are you an in-house marketing specialist responsible for the promotion of company product or services? Thus, you know that nothing can bring you bigger traffic and sales results than a high-quality press release.
The main benefit is that a press release is a cost-effective advertising tool: you just need to write an explosive piece and send it out. In most cases, its publication is free of charge. Unlike targeted advertising, all required investments are your time and creativity.

To succeed, your task isn't only to create a buzz-worthy press release but also to share it through an eye-grabbing press release email which will make journalists fight for your selection. There is no guarantee that all journalists you refer to will read your letter instead of sending it to trash. That's why a really persuasive message must be composed responsibly.

In this article, you'll discover some proven techniques for creating a top-notch press release email, namely:

  1. A structure: What the press release email structure should be to engage reputable journalists.
  2. Writing and sending tips: Specific recommendations on how to write a catchy letter (and how to send a press release email).
  3. Control questions: What points to check before clicking the Send button.
  4. Bonus: An actionable press release email template.
Press Release Email Structure
To grab the attention of an editorial team from the first lines and keep them interested throughout the whole letter, make sure that your email consists of these parts:

  • Headline.
  • Lead (essential information in the very beginning).
  • Body (general message in details).
  • Bio (company's background).
  • Contact information.
press release email structure
Headline. It's a brief attention-grabbing statement summarizing the news you are sharing. The best headline has to grab the attention of readers quickly - you have about ten seconds to convince them to keep looking. Write a short, clear, and comprehensible intro. It should answer the question: What is the letter about? You can make a headline first or after the entire email is ready (sometimes it's easier). A little hint: To make the headline truly exciting, use keywords that are presented in the body of your text.

An example: "Learn How Explorer Launches the World's Largest Message-in-a-Bottle - Constructed by the winner of Koenigsegg"

Lead. The information concentrated here should reveal three points: What? Where? When? Strive for simplicity - write short sentences and provide the journalists with a clear description of what your press release is about. Editors usually do not have much time to dive into your letter. They receive dozens of similar messages every day.

How to distinguish your message among the crowd? Try to make the life of journalists easier. Put the main idea into the lead by using accurate dates, facts, places, and contacts. In this way, you increase the chances of your email to be noticed and, finally, published.

Body. It's a central part of your press release email consisting of the detailed explanation of the information presented above. Enrich the additional paragraphs with supporting material and significant details (i.e. direct quotes, relevant background information, statistics, etc.).

In case it's difficult for you to determine a unique approach to writing the body, you can use any universal press release email template, e.g., one which we've presented at the end of the article.

Company's bio. Increase the confidence of journalists by giving them reliable information about your company: name, area, achievements, where the headquarters is located, etc.

Contact information. Show that you are a real person and you are trustworthy. Put your photo (if it's possible), your job position, a link to LinkedIn, email and phone number for quick dial.

Now it's time to go through the whole text. You need to check out whether you wrote it in plain language and whether you provided enough information (or too much).

To do this, make sure that your email answers the following questions:
  • What are you trying to announce? (who is about to do something or has already done it)
  • What is the event's importance?
  • When and where it's going to take place or has already occurred?
  • What is the format of the event?
  • Who is involved? (famous market players, celebrities)
  • What is the role of your company here? If it's not involved in the event but only spreads news, note it.
* These points are relevant to the press release email which announces certain company events.

Customize them if the main idea of your message is the announcement of another kind of news like the establishment of partnerships, product launch, or getting significant achievements and awards.
Writing & Sending Tips
To make exacting experts read your press release email to the end, follow these simple rules:

  • Your press release must answer the questions: Who? What? Where? When? Why? How?
  • It should be structured and a reasonable length.
  • Use the lists: present critical thoughts in a format of a bulleted list. It's the most efficient way for people to perceive information as there is no need to spend a lot of time and effort on catching the email idea.
  • Focus on the main issue at the beginning of the email. Give two or three paragraphs about the leading reason of your writing. Create content that makes a reader want to find out more. An ill-judged first sentence will condemn the rest of the release to being ignored. Journalists are NOT interested in what your company has been up to lately – engage them quickly by making the release interesting or helpful to them.
  • Attach the text of your original Press Release.

In addition, these tips will be extremely helpful for you if you still wonder how to send a press release email properly so that it's not missed or ignored:

  • First of all, research your industry by looking for reputable journalists, editors, bloggers, and news outlets who've already published materials related to your sphere and activities.
  • Do not send the same press release to everyone - be selective. Personalize the letter for each expert to boost their trust in you.
  • Perform targeted mailing in advance, about a month before the event (or right after the event took place).
  • After 2-3 days of silence, send a follow-up letter or make a call to remind them about yourself. Be open to telling more about your project and news.
how to send a press release email
The hardest step is to wait for a response after sending an email. There is no guarantee that you will get it at all. The reasons can be different. For example, a journalist just did not have time to read your letter or your piece of news didn't impress him/her.

To reduce stress while waiting for a response, keep track of open rate to determine whether the email has been read. This data will allow you to send a friendly reminder letter.
The Final Check
What happens after you finished writing a press release email? Right, you sigh with relief and send it. However, I urge you to make a stop and before clicking the Send button, check your text once again:

  1. Is this news worthy of wide publicity? Or maybe this news seems important only within our company?
  2. Read your email aloud or give it to one of your colleagues to read. What for? This will help you to determine whether you managed to convey the key message of the press release.
  3. Proofread the text at least three times to see if there are any typos or grammatical errors in the text. Even one grammatical mistake can undermine the trust of an experienced journalist. Take breaks between checks so that your brain rests and works more efficiently later.
  4. Make sure that you're sending a press release to the right person? Instead of sending a letter to the company address, get in touch with a journalist directly via his/her personal email.
  5. Is it obvious when the event happened or will take place? Indicate the date so that the journalist does timely work and understands how important it is for you to get a publication faster.
    tips to send a press release to journalists
    Bonus: an Actionable Ppress Release Template for Announcing an Event
    Just copy it and customize the fields with your specific company info.

    Hi [NAME].
    I wanted to send you a quick note about [ORGANIZATION's] [EVENT] on [DATE]. Led by the young people of [TOWN], we'll be [BRIEFLY DESCRIBE ACTIVITY AND THE "WHO, WHAT, WHEN, WHERE, WHY" WHO'S PARTICIPATING? WHAT DO YOU HOPE TO ACCOMPLISH? ANY VIP'S ATTENDING? INCLUDE ONLY THE MOST COMPELLING INFO HERE]. I've pasted a press release with additional details below. I can provide more info, photos, and arrange interviews if you'd like.

    Do you think [NEWS OUTLET] may be interested in attending and covering our [EVENT] activities? There are some great stories about inspiring young people, as well as photo opportunities, that I know would be meaningful to your community. I'll follow up in a few days to see if you might want to spread the word about this grand event.

    Thanks very much!
    [YOUR NAME & CONTACT INFORMATION]

    CONTACT INFORMATION:
    [Company Name]
    [Contact Name]
    [Phone Number]
    [Email Address]

    RELEASE DATE:
    [Date]

    [AN ATTACHED PRESS RELEASE DOC]
    Let's Summarize
    How to send a press release email with the maximum probability of seeing your publication go live? As I explained in the article, the entire workflow can be reduced to 5 pivotal actions:

    1. Make sure that your news is worthy.
    2. Find a journalist who is likely to be interested in covering this piece of news.
    3. Write a structured and concise email.
    4. Track open rates.
    5. Send follow-up letters or make a call.

    Finally, always remember that you're reaching out to people, not machines, so write naturally, trying to create emotional attraction.

    Don't miss the latest articles. Subscribe to our newsletter!
    Subscribe to our newsletter
    be the first who gets updates from our blog.
    just enter your name and email
    By clicking the button you agree our Privacy Policy
    Error get alias