Home Credentials Purchase Email News Release Guidelines Alan Caruba, PR Counselor and CEO of The Caruba Organization in Maplewood, NJ has evolved guidelines for the effective public relations use of email. You can make it more effective by adding color. Keep all email news release texts brief . Include, where possible, a direct link to a site offering more information on the topic, but also include the Internet address of the site to permit the media contact to visit it on their own without being dependent on the link. Never use an attachment to provide text.
Attachments are an invitation to delete the email.
Remember that email addresses tend to change fairly rapidly. Be prepared to continually update the group list, i.e., to delete any addresses that are no longer active and to add new ones. Do not depend entirely on use of email for dissemination of news. Tell m. Tell m what you told them. Tell m again.