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If you are trying to generate publicity for your business, a virtual press release is extremely helpful. You can get mass coverage on many websites simply by sending one e-mail out to a large number of editors who write about your industry. However, unless you follow these simple rules it is unlikely that your e-mail will ever be read, let alone published.
Don’t send e-mails with a boring subject line. If you can come up with a catchy and interesting title it will get people reading it, but you should never exaggerate about your product or service just to get attention. This will only succeed in annoying the editors and they may well ignore anything you send them in future.
Try to avoid using the carbon copy or ‘CC’ option in your mail because this will remind editors that you are sending it to many people and they might be more hesitant to write about it. If you need to send your press release to multiple recipients, use the the blind carbon copy ‘BCC’ function. The last thing you want is to get your e-mail marked as spam.
Avoid sending the press release as an attachment. Editors are unlikely to open an attachment sent to them by a stranger in case it contains viruses or trojans. Include all the information that the editor will need to write about your business in the main body of the e-mail.