Sending Press Releases via Email

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If you don’t have a professional distribution company or a public relations firm sending out your press releases, the next best thing could be email.  The first thing you need to do is establish a list of media people who might be interested in your releases.  The second best thing is to contact those people and ask if you may send them news of your company or product.  If they say yes, then you add them to your media list for all future press releases.  Always get permission first.  There’s nothing worse than sending unsolicited (SPAM) press releases to annoy busy media people.

Although your volume will be limited, you will have the advantage of sending information out to people who want to read it.  That eliminates all the places where it will end up at the end of a delete key.  Your list may grow as you prove you can write and send professional press releases.

A Web site is an important component of email press releases.  For example, Vail Resorts’ recent press release via email states the news in one paragraph and then refers the reader to the Web site to learn more.  The following is an example of the latest press release from Vail Resorts:

“VAIL RESORTS CLOSES ITS ACQUISITION OF HEAVENLY SKI RESORT VAIL, Colo.  – May 9, 2002 – Vail Resorts, Inc.  (NYSE:  MTN) announced that it has closed on its acquisition of Heavenly Ski Resort in the Lake Tahoe area of California and Nevada.  The acquisition of Heavenly, in addition to bringing greater diversification to its winter resort business, enables Vail Resorts to further advance its reputation as the leading mountain resort operator in the United States.  The transaction closed for consideration of $102 million (including $2.7 million of assumed debt), less a cash adjustment of $2.8 million resulting in net consideration of $99.2 million.  The cash adjustment is intended to offset the losses incurred by Heavenly during the period from closing until the end of Vail Resorts’ fiscal year on ….  To view the rest of this Press Release, click here.

As you can see, you would need to set up a Web site in order to maximize on email press releases.  The value of this method of writing a press release lies in its brevity.  In one paragraph, they capture your interest and then refer you to the Web site for further information.  If you go to the Vail Resort Web site, you will see that the remainder of the press release simply tells about the resort.  The real news is relayed in the emailed paragraph.  Try email press releases for a new twist on an old standby.