Using the Internet to Gain Publicity

Distributing your press information via the Internet provides an immediate and cost-effective way to reach key journalists. Begin cultivating online relationships with those key reporters by calling a targeted journalist in the morning (deadline pressure tends to increase by the afternoon) and confirm that they welcome e-releases. If e-releases are accepted, obtain the direct e-mail address of the journalist. Don’t send your messages to general e-mail boxes that go to an entire newsroom. Ask whether the contact would prefer the release, photographs and graphics as an e-mail message or e-mail attachment. Most journalists do not open attachments, so avoid sending an attachment unless it is requested.

E-release Format
Adjust the format of your e-release using similar guidelines as a traditional press release but with the following additions:

Direct E-mail address
Send the e-release directly to the journalists e-mail address.

Subject Line
In 50 characters or less, enter the headline of the press release. Remember to always include Sweet Adelines International in the subject line.

Message
Enter your press release into the message of the e-mail using the following format:

• Begin with the words For Immediate Release

• Double space and include the dateline by entering the city name and state abbreviation where the news originates, followed by the date of the press release.

• Place a dash after the dateline and follow the dash with the body of the
e-release.

• Single-space the text and double space between paragraphs.

• Limit the e-release length to 250-500 words.

• End the e-release with a boiler plate – a standard descriptive paragraph about Sweet Adelines International and your chorus/region.

• Follow the e-release with instructions for obtaining additional information, beginning with a phrase such as “For More Information,” To schedule interviews,” or “To obtain photos and artwork.”

• Close with contact information in this order:

• Contact person’s name
• Chorus/Region name
• Contact person’s phone number including area code
• Contact person’s e-mail address
• Chorus/Region Web site address

• Use plain text rather than HTML or other markup language.

• In order to distribute media information to journalists on-site, prepare a traditional printed version of the e-release to include in media kits.

Online Pressroom
Increasingly, journalist interested in finding out more about your chorus/region will turn to online pressrooms for information, including current and past press releases, designated public relations contacts, downloadable images, special announcements and organizational background.

The online pressroom is an integrated section within your already existing chorus/regional Web site. Provide a direct link to the online pressroom from the Web site’s home page, and include the link within the sub-navigation menu as well.

To keep your pressroom a useful tool to journalists, make the section easy to navigate and quick to access. Include the following contents:

• Post current press releases immediately upon distribution.

• Post a searchable archive of past press releases in date order with short summaries of content for quick scanning.

• Post a calendar of upcoming events.

• Post reprints, clips or links to recent media coverage. This is an important section for building credibility. It shows that your subject is newsworthy and of public interest.

• Include the names and contact information for chorus/region-approved media spokespeople.

• Summarize background information about your chorus/region with links to more expansive information.

• Provide downloadable photos and artwork authorized for media use. This section is valuable for those media contacts that do not want to accept attachments. You can embed a link to this downloadable graphic area in the e-release and direct the journalist to this link.

• Prepare your downloadable graphics with appropriate digital resolution. In general your image will need a resolution of 250-300 DPI (dots per inch) for print, and 72 DPI for digital use. JPEG files are usually universally accepted.

• Label the graphics/photos in your downloadable section with clearly labeled captions and cutlines. The caption is the title of the photo. The cutline is the photo description that is required by nearly all media outlets.

• Make it easy for journalists to find a graphic file by referencing the
e-release that the artwork accompanies.

• Provide references to any other resources that you feel is pertinent, such as barbershop history, barbershop style, membership information, etc.

• Maintain your online pressroom to serve as an up-to-date, 24-hour media resource that provides an informative overview of your chorus/region.