Email skills for public relations
25
-
Upload
hoem-seiha -
Category
Business
-
view
331 -
download
2
description
Transcript of Email skills for public relations
Most often, email is used by public relations practitioners to communicate with the public, not because of no choices but its cost‐effectiveness, fastness and easiness. Email public relations campaigns are mostly associated with: ∗ Newsletter ∗ News release ∗ Invitation ∗ Promotion
Useful Tips for Email PR Best Practices
∗ To: — Recipients (who you want to send the message to) ∗ CC: —Carbon Copy (to whom you will copy the email
message) ∗ BCC: —Blind Carbon Copy (it disallow each recipient to see
each other) ∗ Subject:—A line (or subject line) indicating what your
message is about ∗ Attachment: ‐ Here you can attach any types of files for the
recipients.
Message Basics
∗ Personalization—Addressing to whom the message is intended for. This is usually for personalized message.
∗ Greeting:—A greeting line used to make recipients feel close to the sender.
∗ Opening—an overall brief information of services, products or other matters you want recipients to get. It usually contains the 5 Ws and the H.
Message Elements (cont.)
∗ Body—Detail the 5 Ws. ∗ What is the product? ∗ Why is it worth buying? ∗ Where and how can it be bought? ∗ When will the discount close?
∗ Closing:—Usually “A call‐to‐action” statement to persuade the recipients to buy it.
∗ Privacy Policy—Provide information of how the recipients receive your email. Provide opt‐out option (unsubscribe link).
Message Elements (cont.)
Sample
primary recipient(s)
Secondary recipient (they can see each other.)
Secondary recipient (they can’t see each other.)
Addressing
Greeting or salutation
Opening
body
Closing/ Action urge
∗ A subject line should summarize the overall email content using as few words as possible.
∗ NEVER WRITE IN BLOCK ∗ Do not mislead the recipients. Keep it simple and straightforward
∗ It’s able to draw the recipients into a click. Think of the reason why the recipients shouldn’t skip opening the message.
A Good Subject Line
∗ Too long: TOWIE’s Lucy wears see‐through shocker and sexy shoes and get hot hair and celebrity looks that we love
∗ Recommended: TOWIE's Lucy in see‐through shocker, sexy shoes, hot hair and new celebrity looks we love
∗ Too long: News Release – Ninth Ebiz Tuesday Is To Be Held on 6 November, 2012 at Park Café (Calmette)
∗ Recommended: News Release – Ninth Ebiz Tuesday Slated for 6 November, 2012
Examples: Subject Lines: Length
∗ Use phrases like (but it’s optional): ∗ Dear Mr. Seiha, (highly recommended) ∗ Dear Seiha, (hihgly recommended) ∗ Dear Mr. Hoem Seiha, (highly recommended) ∗ Dear Sir/Madam, (less recommended) ∗ Dear Colleagues, (less recommended) ∗ Dear Friend/ Dear Friends, (less recommended) ∗ To whom it may concern, (less recommended)
Personalization/Addressing
∗ This is optional or not necessary. ∗ Examples of Greeting lines: ∗ Greeting from (company name)! ∗ (Company name) would like to greet you from the
distance. ∗ I hope his email will suit you well. ∗ Etc.,
Greeting Line
∗ This section is very important. ∗ Write a brief opening or introduction to your body message. In this section, describe briefly what your overall message is all about, by answering briefly to the 5 Ws and the H. ∗ 2‐5 lines (40 – 80 words): It varies according to the
nature of your message. ∗ Short but meaningful: busy persons don’t have much
time to read your lengthy message. ∗ Provide a brief of the 5 Ws and the H: Make sure your
opening can provide all the information in the message briefly.
Opening or Introduction (1)
∗ Make every word counts: Don’t use jargons, clichés or lengthy phrases.
∗ Straightforward: Make the points directly. Don’t try to make inferences or implications.
∗ Make it inviting: Use languages that attract the recipients and invite them to read further lines
∗ Urge for Action: Sometimes, effective opening can urge the recipients to act immediately. Without further reading.
Opening or Introduction (2)
We would like to introduce you to our Residential Building. We have a building with 50 rooms of different sizes. All rooms are equipped with complete living facilities and they are customizable based on your need. For example, if you are a single resident, we have this kind of rooms for you. Furthermore, we also have special rooms for couples, families and groups as well. You may spend only $100‐$200 per month to own a comfortable accommodation in a prime location, and we also provide free additional services (like free WiFi, maintenance and security). Book a room with us now because we have only limited available rooms left for you. Please check the details below for more information about the rooms. (5 lines, 121 words)
Opening: Too long
Want a cheap condo‐style accommodation? Then our offer is your ideal choice of looking for an affordable premium rental room equipped with complete living faculties, customizable for single residents, married couples and groups. You may spend $100‐$200 per month for an affordable, comfortable and service‐added accommodations in prime location. Book now, only limited availabilities. Or check the details for your need. (three lines, 62 words)
Opening: Effective
Looking for a cheap condo‐style accommodation? We offer affordable premium rental rooms equipped with complete living facilities, ideal for single residents, couples, families and groups. Spending $100‐$200 per month, you can own a serviced‐added and comfortable accommodation in a prime location. Book now, only limited availabilities. Or check the details to suit your need. (three lines, 54 words)
Opening: Highly Effective
∗ It’s the utmost important component. ∗ Write it concisely. ∗ Be careful with grammar, styles and wording. ∗ Provide concise details (specifications of the products/services) of your marketing message.
∗ Avoid using spam‐trigger words, or the spam filters will move your email message to spam or junk.
Body
Spam‐Trigger Words
∗ These sections are important or optional based on the nature of the emails.
∗ Always provide a closing remark followed by a signature. Example:
∗ Please note that we have limited smartphones.
Regards, Name Position, address
Closing & Signature or Opt‐Out
∗ If you put an opt‐out (unsubscribe) function, do not provide signature. Example of opt‐out function: ∗ This email was intended for announcement materials
made by Entrepreneur Consulting. We always cares about your privacy. If you do not wish to receive further notifications through your external email account, please click here to unsubscribe from our subscription list. © 2012 Entrepreneur Consulting All rights reserved.
Opt‐Out
Exam
ple
Body: details of accommodations
Additional supporting details
Closing: including an action urge
Signature & address
Sending an email PR campaign can be very challenging for non‐experienced email users. To do it effectively, you should learn basic email knowledge. ∗ Web‐based email
∗ Gmail (best for mass mailing, mail merge, 3,000 contacts/day) ∗ Yahoo! (friendly interface, a batch of 10 contacts/time) ∗ Hotmail ∗ Etc
∗ Ms. Outlook (most compatible with variety of format) ∗ Mail Merge
Small Batch Sending
Gmail: Small Batch Sending
Outlook: Small Batch Sending
Sometimes, email public relations campaign can be very challenging for the practitioners who have less experiences in mass mailing. To enable mass mailing campaigns, PR practitioners should know the followings: ∗ Mass mailing software ∗ Dedicated email server ∗ Html format & design
Mass Mailing
Mass Mailing Software: PhpList
