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Email skills for public relations
This document provides guidance on best practices for using email in public relations campaigns. It discusses using email for newsletters, news releases, invitations, and promotions. It offers tips on email elements like the to, cc, bcc fields and subject lines. It provides examples of personalized greetings, concise openings that answer the 5Ws and H, and calls to action in closings. It also discusses writing clear, straightforward body content and providing an opt-out option. The document advises learning email platforms like Gmail, Outlook, and mass mailing tools to enable effective email PR campaigns.
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Email skills for public relations
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- 2. Most often, email is used by public relations practitioners to communicate with the public, not because of no choices but its cost‐effectiveness, fastness and easiness. Email public relations campaigns are mostly associated with: ∗ Newsletter ∗ News release ∗Invitation ∗ Promotion Useful Tips for Email PR Best Practices
- 3. ∗ To: — Recipients (who you want to send the message to) ∗ CC: —Carbon Copy (to whom you will copy the email message) ∗BCC: —Blind Carbon Copy (it disallow each recipient to see each other) ∗ Subject:—A line (or subject line) indicating what your message is about ∗ Attachment: ‐ Here you can attach any types of files for the recipients. Message Basics
- 4. ∗ Personalization—Addressing to whom the message is intended for. This is usually for personalized message. ∗ Greeting:—A greeting line used to make recipients feel close to the sender. ∗Opening—an overall brief information of services, products or other matters you want recipients to get. It usually contains the 5 Ws and the H. Message Elements (cont.)
- 5. ∗ Body—Detail the 5 Ws. ∗ What is the product? ∗Why is it worth buying? ∗ Where and how can it be bought? ∗ When will the discount close? ∗ Closing:—Usually “A call‐to‐action” statement to persuade the recipients to buy it. ∗ Privacy Policy—Provide information of how the recipients receive your email. Provide opt‐out option (unsubscribe link). Message Elements (cont.)
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- 7. ∗ A subject line should summarize the overall email content using as few words as possible. ∗ NEVER WRITE IN BLOCK ∗Do not mislead the recipients. Keep it simple and straightforward ∗ It’s able to draw the recipients into a click. Think of the reason why the recipients shouldn’t skip opening the message. A Good Subject Line
- 8. ∗ Too long: TOWIE’s Lucy wears see‐through shocker and sexy shoes and get hot hair and celebrity looks that we love ∗ Recommended: TOWIE's Lucy in see‐through shocker, sexy shoes, hot hair and new celebrity looks we love ∗ Too long: News Release – Ninth Ebiz Tuesday Is To Be Held on 6 November, 2012 at Park Café (Calmette) ∗ Recommended: News Release – Ninth Ebiz Tuesday Slated for 6 November, 2012 Examples: Subject Lines: Length
- 9. ∗ Use phrases like (but it’s optional): ∗ Dear Mr. Seiha, (highly recommended) ∗Dear Seiha, (hihgly recommended) ∗ Dear Mr. Hoem Seiha, (highly recommended) ∗ Dear Sir/Madam, (less recommended) ∗ Dear Colleagues, (less recommended) ∗ Dear Friend/ Dear Friends, (less recommended) ∗ To whom it may concern, (less recommended) Personalization/Addressing
- 10. ∗ This is optional or not necessary. ∗ Examples of Greeting lines: ∗Greeting from (company name)! ∗ (Company name) would like to greet you from the distance. ∗ I hope his email will suit you well. ∗ Etc., Greeting Line
- 11. ∗ This section is very important. ∗ Write a brief opening or introduction to your body message. In this section, describe briefly what your overall message is all about, by answering briefly to the 5 Ws and the H. ∗2‐5 lines (40 – 80 words): It varies according to the nature of your message. ∗ Short but meaningful: busy persons don’t have much time to read your lengthy message. ∗ Provide a brief of the 5 Ws and the H: Make sure your opening can provide all the information in the message briefly. Opening or Introduction (1)
- 12. ∗ Make every word counts: Don’t use jargons, clichés or lengthy phrases. ∗ Straightforward: Make the points directly. Don’t try to make inferences or implications. ∗Make it inviting: Use languages that attract the recipients and invite them to read further lines ∗ Urge for Action: Sometimes, effective opening can urge the recipients to act immediately. Without further reading. Opening or Introduction (2)
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- 16. ∗ It’s the utmost important component. ∗ Write it concisely. ∗Be careful with grammar, styles and wording. ∗ Provide concise details (specifications of the products/services) of your marketing message. ∗ Avoid using spam‐trigger words, or the spam filters will move your email message to spam or junk. Body
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- 18. ∗ These sections are important or optional based on the nature of the emails. ∗ Always provide a closing remark followed by a signature. Example: ∗Please note that we have limited smartphones. Regards, Name Position, address Closing & Signature or Opt‐Out
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- 21. Sending an email PR campaign can be very challenging for non‐experienced email users. To do it effectively, you should learn basic email knowledge. ∗ Web‐based email ∗ Gmail (best for mass mailing, mail merge, 3,000 contacts/day) ∗Yahoo! (friendly interface, a batch of 10 contacts/time) ∗ Hotmail ∗ Etc ∗ Ms. Outlook (most compatible with variety of format) ∗ Mail Merge Small Batch Sending
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