An email blast is a quick and inexpensive way to communicate with members. It is much faster and cheaper than other, more traditional forms of communication, such as telecommunication and direct mail. Furthermore, links in the email will drive traffic to your website.

Before writing and sending an email blast, take a moment to consider what you want to communicate to your subscribers.  Take the time to write engaging content that is relevant to your readers, while keeping your message succinct. The purpose of email blasts is to build a relationship with your subscribers, so avoid sending them sloppy and disorganized emails.

The subject title of your email should be pertinent to the content in the body, but also intriguing and exciting enough to entice the reader to open the email. Embed links in the body of the email to push readers to your website for more information. Include a call-to-action for your readers: tell them how they can continue to follow the news or how they can help with an issue.

As you're preparing your email blasts, you need to be aware of spam, which is irrelevant or inappropriate messages sent on the Internet to a large number of recipients. Email spam, or junk email, is a subset of this that involves sending emails with links that send users to fraudulent websites. Essentially, every email a user did not ask for is considered spam.

You need to be aware of spam for two reasons:

First, you or your organization can be held liable for spam if the rules aren’t properly followed. The federal CAN-SPAM law was created to eradicate illegitimate email practices that threaten the growth of the Internet marketplace. It gives people the right to block emails from organizations and inflicts penalties against those organizations. Avoid getting sued for spam by only sending email blasts to people who have signed up to receive them.

Check out this website for more information:

The second reason why you need to be aware of spam is because sometimes Internet Service Providers (ISPs) mark non-malicious emails as spam. They have filters searching for certain criteria, and if your email blast meets such criteria, it will be sent directly to subscribers’ spam boxes. There aren’t any legal ramifications, but your readers won’t be getting the information they asked for. 

Here are some tips to avoid getting marked as spam:

  • Include a way for subscribers to unsubscribe.
  • Don’t use false/misleading header information
    • From: To: Reply-To: and routing information must all be accurate and legitimate
    • Don’t write deceptive subject lines
    • Include an opt-out option and honor those requests
    • Avoid excessive exclamation points (Look at this!!!!!!!!!)
    • Avoid all caps (HEY THERE, EVERYBODY)

There are a few different ways you can build your subscriber base.

  1. Send individual email invitations to people you think may be interested asking them to sign up.
  2. Set out an email blast sign-up sheet at any meetings or conventions.
  3. Have a prominent place on your website where people can enter concise information to sign up for emails.

Establish a communication schedule, perhaps on a weekly, biweekly or monthly basis. This will allow you to be prepared for an email blast, giving you enough time to plan out what you’re going to write without feeling rushed.

Is there an easy way to manage all of this information?

Email marketing software helps you manage a database of your email subscribers and includes a platform in which you can compose email blasts. Here are a few to start with:



While completing my first internship here at Tricom, my fellow interns and I had the pleasure of attending a writing workshop with an extremely talented and successful copy-editor. Above everything else, the workshop confirmed for me that academic writing is significantly different from professional writing.

The writing style that is taught in schools is extremely different from the style that it is expected of writers in the professional world. Whether we care to admit it students tend to write lengthy, exaggerated and overly descriptive pieces in an attempt to meet a page or word requirement, or to sound excessively poetic.

I’m quickly learning that fluff doesn’t fly in the professional world. In professional public relations writing, the goal is often to make a concise and understandable point. While more descriptive writing is not always unacceptable in all professional settings, more often than not, short, sweet and to the point is the way to go.

Succinct writing is actually a lot harder than it sounds. Here are some tips that I’ve used to help make the writing transition:

1) Decide what you want to write before you start writing.

2) Avoid complex phrasing.

3) Stick to one idea per paragraph.

4) Eliminate helping verbs. Focus on conveying your message with active verbs.

5) Eliminate the use of “that.” “That” is a fluff word.

6) Be descriptive, but don’t go overboard. Overuse of adjectives constitutes fluff, too.

Surprisingly, the transition is not that easy to make. In school, you become accustomed to a certain writing style and it can be difficult to break the bad habits. Try to catch yourself in the act of “fluffing your work,” and eventually you’ll be able to develop a new and improved style of writing. For more information about professional writing, visit:


Clients are interested in events that relate to their purpose and it is typically the job of public relations professionals to stay up to date on such events. Sometimes you will be required to attend these events or watch online and simultaneously tweet and/or post on Facebook as the event is taking place. This is referred to as “live” tweeting or Facebooking.

This can be exciting or intimidating depending on how swift your fingers are or the quality of your hearing abilities. Live tweeting will help separate the good typers from the scary-good typers. Don’t be surprised if you find that your typing abilities are not as advanced as you might have thought. Here are some tips for mastering the art of live tweeting/Facebooking.

1) Be sure to have a list of all speakers. Knowing who is speaking and when they are speaking beforehand will help you to prepare and anticipate the topics that are going to be discussed.

2) Look up the speakers beforehand. Before the event, you should try to find twitter/Facebook accounts for all of the speakers so that you can include them in your posts. It is important to give credit to the speakers for whatever brilliant or not-so-brilliant things they may say.

3) If you can, eliminate background noise. If you happen to be covering an event from the office, do your best to be in a quiet space. This will help you to focus and tune into what exactly is being said.

4) Find the main idea. It is important to retain the main idea for each speaker and not just random blurbs that you happen to catch. Focus in on the point that they are attempting to drive home and post that.


While intuition and instinct will always remain desirable characteristics in any communications career, preliminary research is becoming a standard and quite necessary public relations procedure. Before investing money, business owners will want more than a vague promise of outcomes. PR professionals can deliver that certainty IF research is conducted first.

In order to secure a client’s trust, PR specialists need to provide management with statistical research that indicates a communications window of opportunity. That will give you confidence in your strategy and allow you to win the confidence of your potential client as well.

There are three main types of public relations research: strategic research, theoretical research and secondary research.

Strategic research: This type of research is primarily used to help you design your communications program. It answers simple who, what, when, why, and how questions. Who is the client? Who is the audience? What is the client’s desired outcome? When do they want that outcome achieved? Why is this outcome important to the client? How can we achieve this outcome? Strategic research is expended to develop program objectives and message strategies through measurement of current statistics or attitudes in a particular market.

Theoretical Research: This type of research is used to determine why people communicate, how and why public opinion is formed, and how an audience is created. This kind of research is used to dig deeper into the complexities of the audience. It is more abstract than other forms of PR research because it has to do with why people think or react to certain stimulus in a particular way.

Secondary Research: This research, also called “desk research,” involves learning from someone else’s primary research. When given a project, there will always be information online about a given topic or cause. PR professionals need to gather as much outside information as possible in order to be prepared to jump into a communications project.

Taking the time to utilize these researching methods will make all of the difference in the end. Research will help you produce real results and real results attract more clients!