If your inbox looks anything like mine, it’s overflowing with messages from a range of public relations agencies/specialists, non-profit organizations, businesses, vendors, service companies and academic institutions pitching the latest and greatest book, product, entrepreneur, author, award, technique and on and on. Although you might be tempted, don’t be too hasty in hitting the delete button. Those press releases might contain golden nuggets for stories you can pitch to your editors or prospective editors.
Soon after my byline began to appear in various print and online publications, I started to receive press releases from assorted sources. It didn’t take long before a trickle became a flood. While I hesitated to erase them all from my inbox, I needed a way to manage the onslaught. By taking a little bit of time upfront, I was able to handle the influx efficiently and frequently found ideas that became pitches.
Here is how I organized my electronic press release invasion:
- Create a folder – It’s fairly easy to recognize when an email is a press release versus a business or personal message. (An unfamiliar name in the “From” line is a dead giveaway.) I began by creating a “Press Release” folder and setting my preferences to move these emails into that electronic file cabinet.
- Separate the golden nuggets from the junk – A quick glance at the subject line can often hint at the contents within the release. Since my niche is traditional and alternative health care as well as business, I trashed releases that mentioned subjects unrelated to these areas. When repeat messages arrived from inappropriate sources, I unsubscribed. (This process may take a few days so don’t be surprised if you receive a few more messages from this source.)
- Categorize by subject-specific folders – Once I eliminated the irrelevant emails, I further separated the releases into more specific categories. For instance, I signed up for releases from EurekAlert Express and eReleases Newsbureau so I created individual folders for these emails. Also, certain professional organizations, healthcare systems, academic institutions and individual publicists have added me to their media lists – at my request. When those emails arrive, they are automatically redirected to a specially marked folder.
- Use time efficiently – Even though my email press releases were now pretty well organized, I still had a hefty pile to sift through. To ensure I didn’t miss a potential story idea, but also used my time wisely, I set aside a specific time of day to scan the releases. (Typically, this occurs at the end of the day when my brain needs a break from writing and conducting research and interviews.) Additionally, I limit the amount of time I spend perusing these emails. A quick read usually indicates whether the information is of value to me or not.
In spite of my best efforts, some rogue releases still get through occasionally. But by taking a little time to organize the message blitz, you can reduce the deluge and sometimes find worthwhile nuggets that translate into solid pitches, assignments and, best of all, paychecks.