Target media outlets and personalize the pitch - those are the two most important things to remember when pitching news and feature stories to the media via e- mail. As many of you know, it is particularly challenging these days to "break through the media clutter" to pitch story ideas to reporters/editors/producers via e-mail.

Not only are they scrambling to cover the news and meet tight deadlines, they also may have to cover more stories than before, due to recent local layoffs. While this isn't the case everywhere, it has made the job of the PR pro and the reporter more demanding!

Here are the top five tips for achieving media relations success, which are drawn from my own experience and from that of the media experts at Bulldog Reporter:

1. Target media outlets and personalize e-mail pitches to specific reporters/editors/producers.
Make sure you understand what the media outlet covers, who reports on it, what types of stories they report on, etc.

2. Pitch your idea to the reporter/editor/producer of a specific section, column or program.
Know what stories they cover and programs they air to determine if your story idea is a good fit.

3. Write a compelling e-mail subject line.
The subject line should read like a headline to capture the media's attention, but don't make it too cute! Also, don't put the word "pitch" in the subject line.

4. Don't send attachments and keep the body of the e-mail short.
Most of the time, attachments will make the e-mail bounce back. Include links to related web sites, if appropriate.

5. Bullet point original reporting, research and statistics in your e-mail pitch.
New and substantiated figures, results and research not only piques their interest, it can also help the media do their reporting. But, make sure to avoid sending e- mails with exclamation points, smiley faces, etc.!

Please contact Barbara Mednick if you're looking for PR/media relations consulting, writing or training at 651-486-7007 or bmednick@bkmconsulting.com.

The explosive growth of the Internet has significantly increased the number of e-mail messages sent to people around the world from many different cultures. That's why you need to ensure message clarity, sensitivity and format when e-mailing to a diverse audience.

English often second language
Since English is a second language in most countries around the world, you need to write e-mails that are clear, simple, and concise. But, how can you do that effectively?

This is an issue that sometimes arises when I conduct e-mail writing training sessions. Recently, I had the opportunity to interview Roger Prestwich, Ph.D., associate professor and director, International Business Program and College of Management at Metropolitan State University on this subject for a Star Tribune JOBS article.

Key e-mail challenges
"The sheer volume of e-mails makes it increasingly difficult for your e-mail to stand out from the rest," says Prestwich. Another challenge is getting e-mails noticed. "Your e-mail needs to grab attention, but don't be too clever or it will look like spam."

Need for cultural sensitivity
As our world becomes increasingly diverse, it's important to be sensitive to other cultures in e-mail messages. "With notable exceptions, English is a second language in most countries around the world, so you need to be sensitive to that when writing e-mails," advises Prestwich.

Legal issues
"If you have high quality language skills (Spanish, French, Chinese, etc.), use them in your e-mails. But, when it comes to anything contractual, always write the message in English as well as the other language, with the caveat that the English version is the one that counts legally," he says.

Choose words carefully
The International Association of Business Communicators also recommends choosing words carefully when communicating with international audiences.

Avoid ambiguity
IABC advises replacing business/technical jargon and idioms with more familiar, everyday words. For example, instead of using "win-win", use "mutually agreeable". Also, avoid ambiguity by eliminating words with multiple meanings.

Say what you mean
"Say exactly what you mean and don't assume that either party should be reading between the lines. Also, don't expect politically correct use of English in e-mails from outside the U.S.," says Prestwich. "Develop a thick skin and don't be too easily offended."

Strategies for success
Prestwich offers the following success strategies for e-mailing to diverse audiences:

• Use a standard, fairly formal style and tone -- informality could be seen as disrespectful.
• Focus on one topic per sentence and don't use compound sentences.
• Avoid sending confidential information until a strong relationship is established with the other party.

Take your time
Finally, one doesn't have to respond immediately to e-mails. "Remember, you can take the time to craft a measured, considered response to a question," he says.

"Don't limit yourself. Many people limit themselves to what they think they can do. You can go as far as your mind lets you. What you believe, you can achieve."

-- Mary Kay Ash

BKM Consulting, Inc. provides strategic thinking, compelling copy and creative solutions. Services include strategic public relations, marketing communications and communications training services. BKM Consulting, Inc. provides services to a variety of clients, with a specialty in higher education. Contact Barbara K. Mednick at 651-486-7007 or at bmednick@bkmconsulting.com.