I was just returning from a tough meeting where a consulting client of mine, the owner of a top Philadelphia PR firm, told me in no uncertain terms it wasn’t necessary to send a letter with a press release.  And they send thousands of press releases -- each week! “Why include a letter that says ‘enclosed is a press release’ - they can see that!  Magazine and newspaper editors are busy.”

Still too wound up from the meeting to take a quick nap, I wandered in self doubt if all these years I was sending press releases the wrong way - by including a cover letter.  It was a short walk.  Let me tell you why you absolutely must include a letter with every single press release you send.  I don’t care what anyone else tells you.  And you can believe this
or not, it’s your choice.

A press release is a one or two page document written in a “news” style format that you send to editors of magazines or newspapers and - if published - it appears as a story that was written by the publication.  Examples are stories on automobiles, movie stars, and product write-ups.  Included also are travel pieces and company hype.  About 70% of the newspaper, outside of the first few pages of ‘hard news,’ are stories generated by press releases sent to an editor.

The objective of sending a letter with your press release is not to say “Here’s a press release.”  It’s to improve your chances of having your press release published.  Here’s why:

First, your letter builds credibility.  While your press release is fine in black and white on bond paper, your letterhead may be on better paper, and may be printed in several colors.  Including a letter makes it a nicer, more credible package.  Shows your company is of substance and quality.

Next, your letter shows you did some homework.  You took the time to research the market - and their magazine  Then you took the time to write a personal message to their editor.  Sure, you send hundreds of press releases - they’re printed in bulk; but you took the time to personally write to him - mono-a-mono.  Your letter may name the column that you are interested in having your press release in - showing you indeed read their magazine.   Lots of additional points for this — and will make the editors give extra consideration to publish your release - because it shows beyond a doubt how important it is to you for them to publish your release.

Your letter gives the editor additional reasons their readers will be interested in your product or service.  “Your readers will all be interested in our new tchotchkes - they’re the only ones on the market that come in 27 colors!  Also - we ship each order within 24 hours of receipt, and offer an unconditional guarantee of complete satisfaction. Our refund rate is less than 1 in 10,000 orders.  Your readers will love our product - it’s the best in the business - and so is our service.” Nice.  Does this build additional credibility for your firm - and encourage editors to publish this additional information as well as information found in your release?  You bet!

It assures editors your products are the finest in the world.  While you mentioned it in the press release, you can reassure them here.  And a funny thing when you mention this in a letter: they’ll believe you.  Because this is a letter.  It’s one to one.  A personal message, just to that editor.

Your letter can also ask the editor if they would like a free sample.  This is a lot cheaper than sending a sample to each editor, and still a very effective way of letting them know how great your product is: “Check us out:  We’d be pleased to ship you a free sample, so you can see for yourself the high quality we manufacturer into every tchotchkes we build.”

Your letter shows you will be responsive to their readers’ needs, and a great firm to deal with!  Anyone seeing your release in their magazine will be happy with your product, your service, and every communication they have with your firm.  “Just give us a call - and you’ll also see our attentive customer service - who will be glad to ship your free sample right out to your office or your home. Our customer service team will make your magazine look great to your readers who request information from us.”

You can show you’ll make the editor, the publisher and their magazine look great!  “Any of your readers who inquire will receive our full literature package within just 2 days of their request.  We’ll be happy to say they saw it in ________ Magazine! And how proud we are to have been reviewed by one of the industry’s top magazines.”

In short, the nine objectives of sending a letter with your press release:  1. build credibility 2. show you’ve done your due diligence in why you want that magazine or newspaper - in particular - to publish your release 3. give additional reasons their readers will be interested in your products 4. assure them your products are of the highest quality 5. give them additional information they may use in their publication 6. offer them a sample 7. show how you’ll be a great firm to deal with and 8. show how you’ll make them look good by publishing your release in their magazine.  If that isn’t enough, think of it this way: 9. They’ll read the letter.  If they’re busy, they may not read your press release, but they’ll read your letter.

By the way, if you ever feel compelled to call the editor after you’ve sent him or her a release, don’t say - “Did you get my release?” I assure you they did.  Instead, ask the editor if there is anything you can do to provide further help, or to improve the chances of having your release published.

Kindly notice I didn’t say that you send a cover letter to tell them a press release is enclosed. I’ve often heard both sides of “Should we send a letter with our press release?” by many PR agencies - and editors, too.  I say, it can’t hurt - it can only help. With no downside risk, and at a cost of only an additional .02¢ it’s cheap insurance. I’d be happy to match our press release publication percentage ratio against anyone - even the top firm in Philadelphia.  Hummm… think I’ll knock off early today.
 
©2000 Jeffrey Dobkin

Jeffrey Dobkin, author of the powerful marketing books How To Market A Product For Under $500! and Uncommon Marketing Techniques, is a direct response and web content writer and a marketing consultant. He can be reached at 610-642-1000 or  www.dobkin.com.

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