1. Know the publication. Editors can spot a mass e-mail in a second, and will delete it just as fast. Start by addressing the journalist/editor by name; include an area in the magazine where you can see your product/expert advice/business being featured. If you aren’t sure, you haven’t done your research.
2. Make it easy. Editors want to know what the product is and why it’s media-worthy. Include the website. And it helps to mention any other press coverage you’ve recieved.
3. Make it pretty. Everything you send out, from the press material to your e-mail signature, should represent your company. If your product is elegant, everything should reflect that. If you have high-quality photography that is press-ready, editors are more likely to feature your product.
4. Make it short. Sometimes editors only have time to read the first paragraph, so make it tight, entertaining, and informative. If they’re interested, they will e-mail and ask for more information. If you want to attach a line sheet or product shot, make sure it’s low resolution. Even better is a website with the exact product/pictures.
5. Follow up. After about a week, send another e-mail to confirm that the editor has received your first e-mail and to see if she needs anything. One is enough. If she hasn’t gotten back to you, it’s because your product/line/service won’t work into any current stories and she has 5,000 other e-mails to respond to. Don’t take it personally.
6. Repeat. When you have a new product/line/idea/spin, try again. Each month or so editors are looking to fill specific pages, and this time it might be perfect.
* Have a writer submit a story in the style of the magazine.
* Send samples with an engaging note.
* Build relationships with editors/writers.