Using the tools can help a publicity campaign

Most public relations service companies use e-mail to disburse the press releases or to send a mass mailing announcing a newsworthy event.

As with all mass mailings, publicity can become a victim of too much mail that it gets trashed. Sending out a mass blast e-mail may not always be the best solution for a publicity campaign. Sometimes it is best to target the few media reporters that best fit your press release or pitch for an article. e-Mail blast can be good for some news bulletins or to announce an event you might be holding. But I recommend that you are selective in that approach and choose the few media you really want to attend and send them a separate email with a personal invitation, not a generic one.

In our fast pace world of publicity, we need to slow down and target our audience, in this case it is the reporters or publishers. Doing this does require extra time, but it will pay off better than sending a blast and having no reporters attend.

This is true with press releases and press kits for pr clients. Not every release needs to be blasted to hundreds of media. Taking this easy approach only gets bad publicity for you and your company.
Knowing how to use e-mail marketing can be a major benefit to a company. It allows you to measure the response sooner than traditional mailings. And you have a stronger of reaching your prospect, media, than placing the release in an envelope and hope that it isn’t filtered (tossed out by the secretary) before it reaches your chosen destination.

See Also

• How to create an effective e-Mail campaign
  Know the source of your press release