Do you send a press release as an attachment?
Sending a press release as an attachment is a common practice in the world of public relations and media outreach. However, whether or not this is the best approach depends on various factors, including the nature of the release, the target audience, and the preferences of the media outlets you are trying to reach. In this article, we will explore the advantages and disadvantages of sending a press release as an attachment, and provide some tips on how to make the most out of this communication method.
Advantages of Sending a Press Release as an Attachment
1. Professionalism: Attaching a press release as a document can give it a more polished and professional appearance. It allows you to control the formatting, fonts, and overall layout, ensuring that your message is presented in the best possible way.
2. Detailed Information: By including the press release as an attachment, you can provide more detailed information than what might fit in an email. This can be particularly useful for complex stories or when you need to include multimedia elements like images, videos, or infographics.
3. Consistency: Sending press releases as attachments helps maintain consistency in the way your communications are received. This can be beneficial if you are working with multiple media outlets or stakeholders who expect a certain format.
Disadvantages of Sending a Press Release as an Attachment
1. File Size: Large attachments can be cumbersome to send and receive, especially if they contain multimedia elements. This can lead to delays in the distribution of your press release.
2. Security Concerns: Attachments can pose security risks if they contain sensitive information or are infected with malware. Recipients may be hesitant to open them, especially if they are from unknown senders.
3. Rejection: Some media outlets may automatically reject emails with attachments, particularly if they have strict policies against them. This can limit the reach of your press release.
Best Practices for Sending a Press Release as an Attachment
1. Use a Standard Format: Stick to a universally accepted format like PDF or Word Document. This ensures that the recipient can open the attachment without any compatibility issues.
2. Keep It Brief: Even though you have the space to include detailed information, it’s important to keep your press release concise. This will make it more likely that recipients will read it in its entirety.
3. Provide a Text Version: Include a plain text version of the press release in the email body. This allows recipients to read the content without having to open an attachment, and it can also be helpful for those who may have difficulty opening documents.
4. Test Before Sending: Before distributing your press release, test the attachment to ensure that it opens correctly and that all elements are functioning as intended.
5. Personalize Your Email: A personalized email can increase the chances of your press release being read. Address the recipient by name and briefly introduce yourself and your organization.
In conclusion, while sending a press release as an attachment can have its benefits, it’s essential to weigh these against the potential drawbacks. By following best practices and considering the preferences of your target audience, you can maximize the effectiveness of your press release distribution.
