Why Press Releases Work Better with Snail Mail

April 2008
by Jeffrey Dobkin

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Why Press Releases Work Better with Snail Mail

by Jeffrey Dobkin

“Hey, it’s easy to send press releases by email! Let’s send them all this way!” Anything else? “Look here—on the Web, we can send 10,000 of them for just 10 cents each!”

Yeah, right. Let’s write that into our media plan and go home and sleep well, knowing how thorough we were.

While it may be much more convenient for you to send email press releases, it’s much more effective to mail traditional releases through the good old U.S. Postal Service. Remember them?

Email releases are fine for emergency issues and truly breaking news. But for book launches, announcements, business personnel changes, and so forth, regular, old-fashioned, traditionally mailed press releases blow email releases away. Here’s why.

First, think about how many documents you can have up on your screen at once. One, maybe two. Now, how many other documents are waiting to be viewed? So the email release gets very briefly noted, and with the click of a mouse, it’s out of sight. And in a business of crowded, fast-paced, and short-lived stories, out of sight is out of mind.

Then picture the mouse hand of the very, very busy editor, waving and pa…IBPA Members – Click here to view the full article (login required).

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