Have a great big graphic that takes hours to download?Don’t send it to me!
So you’ve built your target media list and you’ve come up with your first press release or target introduction email and now you’ve decided that the only way you can really make an impact is to send your logo-laden ten page marketing paper along with the email as an attachment.
Don’t send it! Nothing will stop a journalist’s speedy typing digits faster than getting a giant attachment that some marketing or PR person thought they could take time out to open and cull through in their less than ten minutes deadline!
The Net crawls with “attachment” stories gone awry. The worst attachment I ever received? A CEO once accidentally sent me pics of his honeymoon. Thankfully they were just beach and bikini shots but no journalist ever needs to see a CEO in his Speedos.
So, if you’re determined to send journalists more than a short introduction, then at least in your first email introduction ask them if they would be interested in you sending an attachment and detail what it will include.