Since e-mail and technology has taken over our lives, we have to rely on an impersonal and easily disposable method of communication to make these crucial connections necessary in PR. Too many seem to rely on shooting out mass e-mails and sitting back crossing fingers. While hopping on the phones to pitch is still very necessary, e-mail is the dominant way to communicate. Regardless of how impersonal e-mail is, there are still certain guidelines, proper etiquette and strategies that are needed in order to accomplish results.

So, how do we engage a media contact in a few catchy words, and without the force of your personal charm? There are a few do’s and don’ts that we employ:

Here are a few guidelines for hitting the right note in e-mails to a new contact:

1. Show You’re a Fan– …or at least informed. Read journalists / bloggers content beforehand and either tie coverage into the email or give personal insight on a recent article.
2. Avoid Typoes & Inpropar Grammer
3. Stick to Facts and avoid the fluff.
4. E-mail to help out, not just to pitch – Dylan Powell, a PR writer at Houston’s Origin Design, practices the “three to one” rule. He contacts journalists three times with helpful background info or comments before sending them one pitch. Know what they need or are looking for and explain how you fit into the mix.
5. The need for speed – show a diligence and a commitment to assist by replying to an editor in a timely manner. This will go a long way in building the relationship next time the editor needs info.
6. Chill out – journalists and bloggers are people who want interesting and relevant info, not people who want to be sold. Be natural and keep your tone/language consistent with how you would communicate in person.

Have you ever had a terrible email experience? Tell us about it in the comments below!

Source: http://tinyurl.com/n8py89