Malcolm Rivera
A well-crafted political campaign press release is a powerful tool for shaping public perception, generating media attention, and keeping voters informed. It is crucial to identify journalists who would be interested in covering your story and to ensure that your press release is newsworthy, correctly formatted, and not overly promotional. The email body should present your angle and the most important parts of your news, including the 5Ws – what, where, who, why, and when. This article will provide a comprehensive guide on how to send a press release by email for a political campaign, ensuring that your message reaches the right audience and achieves the desired impact.
| Characteristics | Values |
|---|---|
| Purpose | Shaping public perception, garnering media attention, and keeping voters informed |
| Content | News-driven narrative about the campaign, including significant developments, milestones, responses to events or opponents, apologies, endorsements, and election results |
| Format | Standard format with a clear headline, synopsis, body, and contact information |
| Language | Simple, accessible, and direct language with a businesslike tone |
| Distribution | Direct emails to targeted journalists and media outlets, newswire services, and social media |
| Timing | Weekdays, preferably early in the day, and as soon as possible for time-sensitive news |
| Images | 1-5 images to increase click-through rate |
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What You'll Learn
Identify journalists who would be interested in covering your story
Journalists receive hundreds of press releases daily, so it's important to identify journalists who are most likely to be interested in covering your story. This will increase the chances of having a journalist cover your story and save you time by limiting the number of pitch emails you need to send.
To identify journalists who would be interested in your story, you can use a search engine to find journalists who have previously written about similar topics or industries. For example, if your press release is about a local political campaign, search for articles about local politics in your area and check who wrote each article and what media outlet they work for. You can then prioritise sending your press release to local journalists and media outlets.
If your press release is about a specific issue, you can search for articles about that issue and identify journalists who have shown an interest in that topic. For example, if your press release is about a candidate's plan for economic reform, search for articles about economic reform and identify journalists who have written about this topic before.
You can also use a media database to find journalists who cover specific beats or topics. For example, Pressfarm offers access to a comprehensive media database of 1 million+ journalists, influencers, and bloggers across different industries.
Once you've identified journalists who might be interested in your story, you can create a list or spreadsheet of their names, media outlets, and email addresses to stay organised. You can usually find journalists' email addresses on their media outlet's website or by searching their name and "email" in a search engine. If you're still unable to locate their contact information, you may need to use a paid media database.
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Format your email correctly
Formatting your email correctly
The top of your press release should clearly state that the document is a press release. Most people use the terminology "Media Alert", "Media Advisory", or "Media Release". On the left-hand side, state when the announcement you are sending should be made public. For local campaigns, you want the information out as quickly as possible, so there's no need for an embargo. Put "FOR IMMEDIATE RELEASE" with the same date you send the press release.
Write a large, centered headline that states exactly what is in the press release and why the recipient should care. Be direct and concise. If you want, you can also include a sub-headline below your main headline that provides slightly more detail on the topic of your press release.
Your first paragraph should be a synopsis of your entire press release. If someone only reads the headline and the first paragraph, they should be able to grasp the essence of your press release. This is the body of your press release, where you include the important information you want to convey to the media and the public. It can include statements, policy positions, and quotes. Break the body into paragraphs, with each paragraph supporting and enhancing the information in the one before it. Don't indent the paragraphs, but put an extra space between them, and make sure they line up on the left margin. Always conclude your press release with positive information about yourself or your campaign.
The email body is the most important part of your message. This is where you present your angle and the most important parts of your news. Include the most important takeaway from your press release in the first sentence. Mention an intriguing statistic or share a key statement that aligns with your angle. Once you have their attention, share more information, including the 5Ws – what, where, who, why, and when. You can also mention that you've included your press release below, where the journalist can read more if they're interested. Offer exclusivity and additional value by offering something extra, such as an interview with a key person in your campaign, additional information, or assets.
Make sure your email is formatted clearly and is easy to read, with relevant information that stands out. Keep it concise and to the point, as journalists are pressed for time. Include a quote from a spokesperson for your campaign, keeping it short and clear. Give your email a catchy title that sums up the key part of the story.
Always include contact information for follow-up questions. Include the name, email, and phone number of the person the media should contact.
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Include a catchy quote
A catchy quote is a great way to enhance the impact of your political campaign press release. The body of your press release is where you can include quotes, and this is where the most important information you want to convey to the media and the public goes.
When including a quote, it is important to follow the "miniskirt rule". This means that your quote should be long enough to cover the essentials but short enough to keep the journalist or reader interested. Don't waste the journalist's time—arouse their curiosity without giving away all the details at once.
The quote you include should be from a high-ranking, respected member of the public or a notable figure. This will help to bring the story to life and add credibility to your release. For example, if you are writing a press release about a local business leader running for mayor, you could include a quote from them about their vision for the city.
You can also include research or statistics from credible sources to back up your release and make it more newsworthy. However, be careful not to overload your press release with too much jargon or technical language. Keep the language simple and accessible to ensure your message is clear and reaches a wide audience.
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Use a distribution service
Using a distribution service is a great way to get your political campaign press release in front of the right people. These services can help boost your campaign's visibility and increase the chances of media pickup.
There are several reliable press release distribution services available, each with its own unique features and pricing plans. Here are some popular options:
- NewswireJet: This service is specifically tailored to political campaigns, offering extensive media reach and affordable pricing. With NewswireJet, your press release can reach major news outlets, political journalists, and online platforms.
- PR Newswire: PR Newswire is a well-known and trusted distribution service that provides broad distribution to various media outlets. They also offer additional services, such as SocialBoost, which helps to embed social media widgets into your press release for easier sharing.
- EIN Presswire: EIN Presswire is another popular distribution platform that can help you reach a wider audience, including journalists and news outlets.
- Business Wire: This service is mentioned as an option for broad distribution of your press release to journalists and online platforms.
- Response Source: If you are based in the UK, Response Source is a great choice. With over 20 years of experience, they have a vast network of journalists and publications, increasing the chances of your press release reaching valuable contacts. They also provide a comprehensive analytics dashboard to monitor your campaign's impact.
When using a distribution service, it is important to consider the timing of your release. Certain days and times have better success rates than others. Midweek releases, for example, tend to have higher pickup rates than releases sent on a Monday morning. Additionally, consider the journalists' preferences; some may prefer to receive pitches in the morning, while others may opt for mid-day or late afternoon.
By utilizing a distribution service and strategically timing your release, you can effectively increase the reach and impact of your political campaign press release.
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Include contact information
When sending a press release by email for a political campaign, it is important to include contact information. This allows journalists or interested parties to easily get in touch with you for any follow-up questions or additional information. Here are some key considerations for including contact information in your press release:
Contact Person:
List the name and title of the person who should be contacted for media inquiries. This could be a communications director, a spokesperson, or another relevant role within the campaign. For example: "Media Contact: Jane Smith, Communications Director".
Contact Details:
Provide multiple methods of contact to make it convenient for journalists to reach out. Include a phone number with area code and an email address. You can also include a mailing address if relevant. For instance: "Phone: (555) 123-4567 | Email: [email protected]".
Contact Availability:
Indicate the best times to contact the person listed. For example, you could specify their working hours or encourage journalists to call at any time. This helps ensure that journalists can efficiently connect with your team.
Additional Contact Information:
If there are multiple points of contact for different aspects of the campaign, be sure to include those details as well. For example, you might have separate contacts for media inquiries, fundraising inquiries, or volunteer opportunities.
Website and Social Media:
Include a link to your campaign's website, as well as any relevant social media handles or hashtags. This allows journalists and the public to easily access more information about the campaign and engage with your online presence.
Notes to Editors:
Provide any additional notes or context that journalists should be aware of. This could include background information, links to relevant sources or petitions, or any specific instructions for using the provided contact information.
By including comprehensive contact information in your press release, you facilitate open communication between your campaign and journalists. This helps ensure that your message is accurately conveyed and allows for further dialogue to shape the narrative of your political campaign.
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Frequently asked questions
A political campaign press release should be concise and newsworthy, with a clear headline and a synopsis in the first paragraph. It should also include a call to action and contact details.
The top of the press release should state that the document is a press release, with "FOR IMMEDIATE RELEASE" and the date. Include a centred headline and a sub-headline that provides more detail. The body of the press release should be written in short paragraphs with no indentation and an extra space between paragraphs.
Identify journalists who would be interested in covering your story and create a press email list. Include an attention-grabbing subject line and keep the body of the email concise, with the most important information at the beginning.
Send your press release at the right time—for example, not during a crisis. Use images to increase the click-through rate and consider using mail merge to personalise your emails.
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