Press release etiquette?

I did PR for five years, and my mother has done it for 25. These are not textbook answers, though, so YMMV. 1. I don't think it's bad. Email PR will get lost in people's inboxes, though, so I generally think mailed releases get more attention. My mother sends emails almost exclusively. 2. I always pitched important outlets directly, usually with a call after sending a mailed release. For outlets that were not as important, a mass mail without personalization always seemed appropriate. I tended not to include a salutation if it emphasized that it is impersonal ("Dear member of the press..." 3. The subject line should sell what you're selling. Re: Film Society Announces Spring Calendar. Re: Film Society Screens Capra's "It's a Wonderful Life" March 2-9. Etc. 4. Why -30-? That looks like a page number. ### was the convention as far as I was ever aware. And yes, why not? 5. Attachments can get caught in a junk filter, but I think PDF is fine. Some people balk at Word b/c of fear of enabled macros, but I think that's FUD. Remember to save files in a pc/unix friendly convention, including file suffixes. Savvy people can fix it with a few keystrokes, but many will not be savvy, and you never want your press to do any more work than they have to, or else they will just move on. So, Film.Society.Calendar.pdf. 6. If you have the money, I think always. If not, just send to the important outlets. 7. Generally, I would not bother to ask. Get a copy of Bacon's and send to everyone you think might be interested. I probably had 5 people a year ask to be taken off my list, out of several hundred. If you meet a new contact in person, it is nice to ask, and it gives you a chance to make a pitch. 8. Don't send an incorrect press release. Period. In the event you have to make a correction, do it the same way you sent the original release, but bold and cap that it's a correction. Put it in the subject line of emails. Re: CORRECTION: Film Society Screens Capra's "It's a Wonderful Life" December 2-9. Etc. 9. I don't think so, but others may disagree. 10. No, nor should you berate journos who don't or who write nasty things. That's their job. 11. Rarely do people read past the first couple of paragraphs, so keep that in mind. Otherwise, as short as possible but as long as needed. Two to four pages is generally pretty doable. It helps to have releases on one double-sided sheet, so no following pages could get torn off. Again, this just reflects my take from my (former) years doing PR.

You might want to try the http://www.publicity.org -- they even have an upcoming seminar called "http://www.publicity.org/education.htm" with a student price of $20. They also publish a guide called "Getting on the Air & Into Print: A Citizen's Guide to Chicago-Area Media." It has a quick breakdown on how to assemble a press release, and then gives all the contact info for local media. The http://www.chipubweb.org/cgi-bin/cw_cgi?fullRecord+25440+735+1425972+1+-1 should have the latest edition. (I don't write press releases, so I can't give specific tips.)

PatoPata, I totally agree. The info in the release should, I think, be in the text of the email. Having the attachment should just be a way of ensuring the info would look pretty if printed or posted on a bulletin board, forwarded around the office, etc. Like I was saying above, assume that a reader is willing to give you the amount of time required to read two paragraphs, and no more. Do not make a reader guess or work for anything. No links, nothing in the attachment that is not in the email, nothing cryptic. No large attachments that take a while to download or view on screen. This is not an ARG where you're building buzz by making someone work for a nugget of info. You are addressing a professional whose job is to assemble items of interest for their audience.

So, two months ago I found myself in charge of all of our publicity - with pretty much no experience. I think I've done a pretty good job so far, but I'm concerned that my lack of experience is leading me to make a lot of assumptions about what is and isn't okay to do when dealing with the press. I think that's reasonable and good of you. I don't work on either side of the industry, but just based on http://www.wusa9.com/news/columnist/blogs/2007/11/post-reporter-disciplined-after.html and Doctorow's claims that unsolicited press releases get someone in a permanent killfile (love him or hate him, he and other similarly cranky people like him are in a position to get you lots of eyeball views. From a technologist's view, a one person to one person email is the way to go. Having yourself on the to: line or everyone in the bcc: is a big spam tip and you want to steer clear of automatic filters. Yes it's a bigger pain in the ass but it's well worth it. http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm I don't know if you're a registered non-profit but if you're sending releases about an event that you collect money to enter then I think you should err on the side of caution. Beyond that I have two things. One - why isn't the organization's website in your metafilter profile? I was curious! Two - have you reached out in any way to http://www.filmspotting.net/, also a Chicago concern?

As someone on the receiving end of press releases, I beg you to send your releases out as soon as things are confirmed. I can't tell you how many times I'll get one for something happening in five minutes or tomorrow. Some outlets can respond to that kind of thing but many can't. Double-check your spelling and grammar. Make sure you have the who/what/where/when/why questions answered. Make sure the venue address, web site and phone number is on there. Make sure your contact info is on there. Do you ever give previews to film reviewers? That might help with coverage. Failing that, maybe you could organize a "media night" and invite everyone you know for a special screening or just a wine and schmooze kind of thing.

These suggestions are fantastic so far - thanks a bunch. Link to the film society homepage is now in my profile, for the curious. Weirdly, I hadn't even thought of calling papers - what am I supposed to say when I call? "I'm calling from Film Society to tell you about our Winter calender"? "Did you get the press release I emailed you?"

They know it's a press release when it comes from you and announces an event. I wouldn't hammer it in by titling it with "press release." Also, you should have a link on your film society website called, "media kit," with your latest press releases, etc. posted there as well. Makes it easy for any newspapers to do a write-up on your society!

I may be in the minority, but as someone who occasionally receives press releases, I prefer for them to be text in the body of the email, rather than an attachment. The extra step of opening the attachment can seem oddly overwhelming when I'm not all that interested to begin with. The worst is a cryptic email ("We're sure your readers will be interested in our new whatever!") with a link to a web page that itself has a link that opens a PDF. However, I'm a blogger, not a major news outlet. Bigger operations might have ways of storing press release files and prefer them to be in actual files.

I am a reporter so I get a lot of press releases. Happy to help. For the most part I like getting them because they are often a source for stories when I am hard-pressed to think of one. 1: No. 2: Nope, as long as you are indeed BCC'ing. 3: Something like "XX Theater's 2008 Season" or "Leonardo DiCaprio Film Festival." Simple and short. 4: I rarely see this anymore so that is probably up to you. 5: Like others have mentioned, putting it in the body of the email is probably better. My preference, anyway. 6: If you don't have someone's email address. I prefer to get them electronically. 7: Sure, definitely ask people if they'd like to sign up. But also make sure it's clearly marked how they can unsubscribe as well. 8: Put in the subject line "CORRECTION: Original Subject Line" 9: This I have no idea. But I will tell you that I don't respond to press releases unless I have any questions or am interested in attending the event. 10: Yes! I love getting (nice) emails. ;) 11: Maybe two paragraphs. I'd try to keep it under 200 words, at the max. Admiral Haddock said it best - "Do no make a reader guess or work for anything."