“The more thorough it is, the more likely I am to consider the press release for a story” (anonymous journalist). 

As newsroom staffs continue to shrink and journalists face increased pressures to contribute to traditional media outlets, websites and blogs, the time dedicated to finding and researching individual stories is reduced.  The good news for PR professionals is that journalists are more dependent than ever on good press releases.  It is clear that journalists prefer to receive releases via email in part because, like most of us, it has become a primary vehicle for all communication.  But email offers another benefit to journalists: a well stocked electronic press release can put all the information a journalist needs at his or her fingertips in a digital format, enabling stories to be written quickly.  So what should you include in your release to maximize the opportunity?

What to include
One of the most important components of a release is high-resolution graphics.  Eighty-two percent of journalists told us that images are (very) important.  If you’re introducing a new product, have a release that relates to key people or have a visual element to your story—such as recipes, cars or fashion items for example—be sure to include images.  And, since you lose people each time you ask them to click a link, it is most effective to have images in an image gallery so recipients can easily browse and select the image(s) that work for them.
Journalists (73%) also tell us they want to be able to download, or copy and paste, release verbiage easily.  Like easy access to graphics, language that can be easily captured saves journalists time and effort, increasing the chance that your story will be covered. 

Finally, adding sidebar documents—such as biographies, backgrounders, contest rules or associated releases—helps journalists access the supporting information they need.  Seventy-eight percent said it was (very) important.  Make sure you answer obvious questions, such as “where”, “when,” “how,” and “how much,” in your release and give additional information in sidebar documents, preferably as links.

What to exclude
But just as important as the “dos” are the “don’ts.” 

First and foremost, journalists tell us they do not want to receive attachments.  Unlike electronic press kits with links to images and PDF’s, emails sent with attachments clog up inboxes and wreak havoc with individual systems.  Attachments are also more likely to get blocked at the server level and never reach the intended recipient. 

Journalists also dislike excessive marketing jargon.  One journalist recently told us: “Never say,’XYZ corporation is dedicated to excellence.’  Have you ever heard of a company that is dedicated to mediocrity?” (anonymous journalist).  Indeed, releases that are stuffed with too much sales and marketing language are likely to do you or your client more harm than good (especially in the hands of bloggers who often have the motivation and platform to publish counter points if releases that reach them seem over the top).

Although flash and animation can add pizzazz to your release, and, on occasion, be appropriately employed to highlight key elements of a release, many journalists, 45%, tell us they are not likely to open an email release with animated elements.  And, like attachments, flash frequently triggers spam filters and firewalls, decreasing the likelihood that your release will get to its intended recipients.