I wrote business columns for the "Denver Business Journal" for two years, and Tea Elisa was my editor. She had expressed disdain for how news releases were written, and she disliked it when senders called and asked, "DID YOU GET MY NEWS RELEASE?"
I open this e-mail with "appeal to ego," that is, appealing to Tea's self interest. She writes an interesting weekly column, and I told her so. Tea answered 18 minutes later, declining my request. A quick "no" is a positive, because it immediately points us in new directions. There's no waiting around, wondering what's next. I sent her a follow-up friendly e-mail to keep future doors open.
From: Bill Frank at CareerLab [wsfrank@careerlab.com]
Sent: Friday, April 25, 20 :40 PM
To: Tea Elisa (telisa@bizjournals.com)
Subject: Tea, Bill Frank wants to quote you . . .
Hi Tea,
Darn good work in the DBJ—my favorite column. Slightly irreverent, I like that.
I’m doing an online letter book for consultants to be published in August. One section relates to news releases. We’ve talked often about releases, and I know you HATE how most are written and how writers follow up.
If you have a few Do’s and Don’ts, or any pet peeves about news releases, I’ll gladly publish them and give you credit. [Like you need more media exposure.] Your tips and pet peeves about following up would be interesting too.
DID YOU GET MY NEWS RELEASE . . . ??
:Bill
Bill,
Good to hear from you.
However, I'm going to have to decline. I'd rather not be included. Sorry.
Tea,
I know you've got a lot on your plate, and we'll find other ways to collaborate in the future.
With best wishes,
:B