News Pitching PSA: No Attachments!
There’s one small, often overlooked thing public relations professionals can do to make their press releases to reporters more effective: Include your pitch in the body of the email, not as an attachment.
Journalists are busy people, and their inboxes fill up with dozens of news pitches every day. To help them see your pitch as quickly and easily as possible, don't put your pitch text in an attached PDF or Word file. You will save the reporter a click, and get your pitch in front of them as quickly as possible.
There are other practical reasons for minimizing attachments in emails to reporters. Some email clients at professional organizations will reject attachments as a way to ensure information security. Files can become corrupt, preventing recipients from opening them. And emails with attachments take up more space, meaning there is always the possibility your message will be the one that causes a reporter’s inbox to finally hit 100 percent capacity.
The last thing a busy reporter needs or wants to find is “see the attached news release.” Putting your press release into an email message will ensure your pitch makes it into a reporter’s inbox and raises the likelihood a journalist will see and respond to it. It’s easy, it’s courteous, and best of all, it’s effective.
If you have any other questions, feel free to reach out to the University Public Relations team at firstname.lastname@example.org.