#4: Avoid attaching image files when pitching your press release via email
Remember to avoid attachments as much as possible.
That means you shouldn’t send out emails with any attached images or videos (especially large files), resulting in a gigantic and possibly confusing email that will clog up journalists’ inboxes.
But what if you want to send out a press release that contains lots of high-quality and high-res images or videos (and because it’s a way to make your news attractive and digestible for the press – why wouldn’t you)?
Instead of adding attachments to your press release email, try this:
- Create a digital press release (using a press release creator like Prowly or using a CMS)
- Add your photos, videos & other rich media (such as Facebook posts or Twitter conversations) directly to your press release
- Post it online to your brand newsroom
- Share it with journalists’ using a lightweight shareable link (plus, you’ll be able to track open and click rates and see who’s reading your emails)
Additionally, most people—journalists included—open emails on more than one device: computers at home and at the office, two mobiles and so on. Make it super easy for people to access your news wherever they are by building a brand newsroom that contains your press releases, and letting your media contacts know about it.
At the very least, you should always include a high-res image of your logo in your press release. If possible, add relevant and high-quality images, that grab attention and add value to your news story. And finally, instead of filling up journalists’ mailboxes, create an engaging online newsroom using a tool like Prowly, and simply link them to your press release that contains your images.
If you’re looking for inspiration, is one of my favorites, but you should also check out this one by Cadbury. Both online newsrooms were built using Prowly and it only takes around 15 minutes to set up one by yourself – try it out!
- ^ press release templates and examples (prowly.com)
- ^ MakoLab’s online newsroom (newsroom.makolab.com)
- ^ Pixers (pixers.prowly.com)
- ^ enormous consequences (www.contentfac.com)
- ^ ask the author if you can use their image (paragondigital.com)
- ^ press release creator (prowly.com)
- ^ brand newsroom (prowly.com)
- ^ track open and click rates (prowly.com)
- ^ building a brand newsroom (prowly.com)
- ^ Press Release Creator (prowly.com)
- ^ create an engaging online newsroom (prowly.com)
- ^ Vimeo’s Press Center (press.vimeo.com)
- ^ Cadbury (cadburyjoyvault.co.za)
- ^ online newsrooms (prowly.com)
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