1. Email Skills for Public Relations
By Hoem Seiha
H/p: 012‐699‐553
Email: entrepconsulting@gmail.com

2. Most often, email is used by public relations
practitioners to communicate with the public, not
because of no choices but its cost‐effectiveness,
fastness and easiness. Email public relations campaigns
are mostly associated with:
∗ Newsletter
∗ News release
∗ Invitation
∗ Promotion
Useful Tips for Email PR Best
Practices

3. ∗ To: — Recipients (who you want to send the message to)
∗ CC: —Carbon Copy (to whom you will copy the email
message)
∗ BCC: —Blind Carbon Copy (it disallow each recipient to see
each other)
∗ Subject:—A line (or subject line) indicating what your
message is about
∗ Attachment: ‐ Here you can attach any types of files for the
recipients.
Message Basics

4. ∗ Personalization—Addressing to whom the message
is intended for. This is usually for personalized
message.
∗ Greeting:—A greeting line used to make recipients
feel close to the sender.
∗ Opening—an overall brief information of services,
products or other matters you want recipients to get.
It usually contains the 5 Ws and the H.
Message Elements (cont.)

5. ∗ Body—Detail the 5 Ws.
∗ What is the product?
∗ Why is it worth buying?
∗ Where and how can it be bought?
∗ When will the discount close?
∗ Closing:—Usually “A call‐to‐action” statement to persuade
the recipients to buy it.
∗ Privacy Policy—Provide information of how the recipients
receive your email. Provide opt‐out option (unsubscribe
link).
Message Elements (cont.)

6. Sample
primary recipient(s)
Secondary recipient (they can see each other.)
Secondary recipient (they can’t see each other.)
Addressing
Greeting or salutation
Opening
body
Closing/ Action urge

7. ∗ A subject line should summarize the overall email
content using as few words as possible.
∗ NEVER WRITE IN BLOCK
∗ Do not mislead the recipients. Keep it simple and
straightforward
∗ It’s able to draw the recipients into a click. Think of
the reason why the recipients shouldn’t skip opening
the message.
A Good Subject Line

8. ∗ Too long: TOWIE’s Lucy wears see‐through shocker
and sexy shoes and get hot hair and celebrity looks that we
love
∗ Recommended: TOWIE's Lucy in see‐through shocker, sexy
shoes, hot hair and new celebrity looks we love
∗ Too long: News Release – Ninth Ebiz Tuesday Is To Be
Held on 6 November, 2012 at Park Café (Calmette)
∗ Recommended: News Release – Ninth Ebiz Tuesday Slated
for 6 November, 2012
Examples: Subject Lines: Length

9. ∗ Use phrases like (but it’s optional):
∗ Dear Mr. Seiha, (highly recommended)
∗ Dear Seiha, (hihgly recommended)
∗ Dear Mr. Hoem Seiha, (highly recommended)
∗ Dear Sir/Madam, (less recommended)
∗ Dear Colleagues, (less recommended)
∗ Dear Friend/ Dear Friends, (less recommended)
∗ To whom it may concern, (less recommended)
Personalization/Addressing

10. ∗ This is optional or not necessary.
∗ Examples of Greeting lines:
∗ Greeting from (company name)!
∗ (Company name) would like to greet you from the
distance.
∗ I hope his email will suit you well.
∗ Etc.,
Greeting Line

11. ∗ This section is very important.
∗ Write a brief opening or introduction to your body
message. In this section, describe briefly what your
overall message is all about, by answering briefly to
the 5 Ws and the H.
∗ 2‐5 lines (40 – 80 words): It varies according to the
nature of your message.
∗ Short but meaningful: busy persons don’t have much
time to read your lengthy message.
∗ Provide a brief of the 5 Ws and the H: Make sure your
opening can provide all the information in the message
briefly.
Opening or Introduction (1)

12. ∗ Make every word counts: Don’t use jargons, clichés or
lengthy phrases.
∗ Straightforward: Make the points directly. Don’t try to
make inferences or implications.
∗ Make it inviting: Use languages that attract the
recipients and invite them to read further lines
∗ Urge for Action: Sometimes, effective opening can urge
the recipients to act immediately. Without further
reading.
Opening or Introduction (2)

13. We would like to introduce you to our Residential Building.
We have a building with 50 rooms of different sizes. All
rooms are equipped with complete living facilities and they
are customizable based on your need. For example, if you are
a single resident, we have this kind of rooms for you.
Furthermore, we also have special rooms for couples,
families and groups as well. You may spend only $100‐$200
per month to own a comfortable accommodation in a prime
location, and we also provide free additional services (like
free WiFi, maintenance and security). Book a room with us
now because we have only limited available rooms left for
you. Please check the details below for more information
about the rooms. (5 lines, 121 words)
Opening: Too long

14. Want a cheap condo‐style accommodation? Then our
offer is your ideal choice of looking for an affordable
premium rental room equipped with complete living
faculties, customizable for single residents, married
couples and groups. You may spend $100‐$200 per
month for an affordable, comfortable and service‐added
accommodations in prime location. Book now, only
limited availabilities. Or check the details for your need.
(three lines, 62 words)
Opening: Effective

15. Looking for a cheap condo‐style accommodation? We
offer affordable premium rental rooms equipped with
complete living facilities, ideal for single residents,
couples, families and groups. Spending $100‐$200 per
month, you can own a serviced‐added and comfortable
accommodation in a prime location. Book now, only
limited availabilities. Or check the details to suit your
need. (three lines, 54 words)
Opening: Highly Effective

16. ∗ It’s the utmost important component.
∗ Write it concisely.
∗ Be careful with grammar, styles and wording.
∗ Provide concise details (specifications of the
products/services) of your marketing message.
∗ Avoid using spam‐trigger words, or the spam filters
will move your email message to spam or junk.
Body

17. Spam‐Trigger Words

18. ∗ These sections are important or optional based on the
nature of the emails.
∗ Always provide a closing remark followed by a signature.
Example:
∗ Please note that we have limited smartphones.
Regards,
Name
Position, address
Closing & Signature or Opt‐Out

19. ∗ If you put an opt‐out (unsubscribe) function, do not
provide signature. Example of opt‐out function:
∗ This email was intended for announcement materials
made by Entrepreneur Consulting. We always cares
about your privacy. If you do not wish to receive further
notifications through your external email account,
please click here to unsubscribe from our subscription
list. © 2012 Entrepreneur Consulting All rights reserved.
Opt‐Out

20. Example
Body: details of
accommodations
Additional
supporting details
Closing: including an
action urge
Signature & address

21. Sending an email PR campaign can be very challenging for
non‐experienced email users. To do it effectively, you should
learn basic email knowledge.
∗ Web‐based email
∗ Gmail (best for mass mailing, mail merge, 3,000 contacts/day)
∗ Yahoo! (friendly interface, a batch of 10 contacts/time)
∗ Hotmail
∗ Etc
∗ Ms. Outlook (most compatible with variety of format)
∗ Mail Merge
Small Batch Sending

22. Gmail: Small Batch Sending

23. Outlook: Small Batch Sending

24. Sometimes, email public relations campaign can be very
challenging for the practitioners who have less
experiences in mass mailing. To enable mass mailing
campaigns, PR practitioners should know the
followings:
∗ Mass mailing software
∗ Dedicated email server
∗ Html format & design
Mass Mailing

25. Mass Mailing Software: PhpList