h2>Is Sending Out Press Releases Spamming?
A PR Fuel reader writes: “With the CAN-SPAM Act in place, does a massive press release email blast to the media constitute spam? How does the media feel about receiving unsolicited, email-based press releases, even if they may contain their next story?
CAN-SPAM and Press Releases
Answer: Good question. After reading the actual law — https://ecfr.gov/current/title-16/part-316 — it does not appear that a press release would constitute a “commercial” solicitation as outlined by CAN-SPAM.
Regarding unsolicited email sent to the media, there’s not much we can do about it. I get about one hundred press releases each day from various sources and I’ve probably opted to receive less than a dozen of them.
Protecting Yourself Against Spam Complaints
If your job includes sending out press release emails to a large number of people, you are at risk of spam complaints. Here are several recommendations to help protect yourself:
- Include all relevant contact information and an option to “opt-out” of future mailings in the body of any future press release email blast.
- If a journalist asks you to remove them from a list, you should do so immediately.
- I would include the words “press release” somewhere in your e-mail’s subject line. I have “rules” set-up in my email program where anything with the words “press release” go into a special folder. And I do actually go through this folder each day.
- As always, the clearer and more targeted your email press release, the better results you’ll get.
- Also, you may want to try a service like eReleases press release distribution, which sends press releases only to subscribing journalists. It keeps you safe and ensures you won’t alienate your company or its message with key journalists.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn