Getting PR Right

Chris Breen shares what to avoid when asking for the product review (you always wanted) with the press.

If you’re going to pitch me, please include your pitch in the body of your email message. I’d prefer to not open three Word documents and nine image files to figure out what you’re peddling. Likewise, if I’ve agreed to review something that would benefit from a lovely product shot or two, make those images available. Via #prdonewrong

I find this particular paragrapher interesting because I used to make the same mistakes. I always thought that the press would need lots of materials to be convinced. So I would send the email with several attachments, sometimes even with a Dropbox link (because the attachment is too big, I wanted high res).

A local press editor wrote back and highlighted that there is no need for all that because if he is interested in your story, he would write back asking for more. The editor did not cover my story but I thank him for his advise.

make it easy for the press

Now I do it with a simple email, keeping it to less than 100 words. There are no attachments but just a link to the product page. I shorten the link with, which also allows me to track if anyone did click on the link.

The constraint forces me to better write out my product value proposition. Furthermore, the “text only” email makes it easy for the reporter to read on the go.

I learn my lesson and I hope this post helps you too.