Book Sneak Peek: How to Embrace Email Ettiquette

I value the feedback I’m getting from readers of my book, Smart Talk: Public Relations Essentials All Pros Should Know. If you know me, I want to share everything I can about a topic…sometimes all at once! In that spirit, some of the fan favorites from each chapter will be shared in this blog series. Read on for what our team declared a gem from each chapter. In Chapter 2, “Start Smart with PR Etiquette,” I share my thoughts on the unspoken PR etiquette that makes or breaks our reputations. These tips will save you lots of embarrassing moments. A surprising section to many is my take on email management strategy, which is actually key to successful workplace communication. Read this excerpt for tips on improving your how you’re perceived through email.  For more important details, get your own copy on Amazon or buy an autographed copy here. 

One mistake people make with digital communication–communicating online via email, text, social media, messaging tools, or video platforms– is not taking it as seriously as other forms of communication. Using correct spelling and punctuation, watching our tone, and timing always matter. Email communication is used (and abused) most in the workplace, so being strategic about using email effectively is important. According to technology website LifeWire, the average office worker receives 120 emails each day. Journalists probably receive twice that many; many of them are email pitches from PR practitioners. Follow along to learn specific email rules to help you send better emails.

1. Watch Your Tone

So much of our work is communicated through email. We introduce ourselves, share a story idea, or send written documentation through most of the workday. Our work is often remote from others we work with, like journalists or social media influencers. You might never meet some of the people you send emails to in person. Tone is hard to interpret in emails, but people usually interpret it based on the content, capitalization, and punctuation. Why can’t you understand my point? DOESN’T THIS FEEL MORE INTENSE THAN THE LAST SENTENCE? Do you understand why punctuation matters?

Lose any sarcasm and vagueness in your emails. Be clear. Use positive words to frame a positive conversation, and use punctuation with the understanding that each type asks a question(?), makes a statement(.), or makes a declaration(!). 

Using an emoji can help with tone, but use them sparingly (especially in more formal workplaces). Be sure they are easy to interpret and do not have alternative meanings. Something simple like 🙂may be fine. 

2. Take Complex Topics Offline

If you need to ask several questions or need to discuss something complex, call somebody and have a conversation. Then, follow up with an email if you need to confirm your understanding or share additional links, attachments, or information in writing. Don’t copy someone else on the email if the topic is confidential or sensitive. 

3. Keep It Short and Sweet

With email, the shorter, friendlier and more direct, the better. Get in, get to business, and get out of that email you’re writing. Make sure you have a signature line that includes your name, title, company, and phone number for journalists or other stakeholders you’re working with who may need to get in touch with you quickly. Some people include their websites, social media handles, and more. Consider making a couple different signature options to use–one with a phone number and one without. Think through your signature, and use it based on whom you’re emailing and why.

Remember not to email when you’re feeling angry or frustrated. Don’t get into email fights with others or trash talk someone in an email. It’s so easy to accidentally reply all, or someone can forward on your comments. PR pros should not make those mistakes. Sensitive information and private conversations are best shared offline. 

4. Edit Before Sending

There is always a way to check your message clarity, spelling, or grammar usage before you send out an email. Outlook has those tool settings, and apps like Grammarly can be installed in Chrome browser to help check for mistakes in all kinds of email programs. You can even set up delays so you have a chance to double-check important emails before they are sent. Also, ask a trusted colleague to read over an email if you’re struggling with the message copy. A second opinion can help you revise something you feel unsure about. 

5. Think Before You Send

Emails can help or harm your career. It’s important to recognize that unless you own the company, you don’t own the email. Don’t send or receive anything that would embarrass you later. That means don’t send any explicit language, photos, rude comments, racist remarks, or tasteless jokes. EVER. Make sure your clients and colleagues understand this, too. I’ve seen some naughty and nasty things come out about industry pros based on their work email exchanges. Behave yourself in email (and everywhere else) if you care about your reputation. Reputation is everything if you want to do well in PR. 

6. Follow the To, CC, and BCC Rules

Use the right email field appropriately to stay in line with email etiquette. Here’s how to choose whose email address to put in which email field before you hit send:

• To: Use this field when you’re speaking to the receiver directly and the content of the email is meant for them.

• CC: Short for “carbon copy.” Use this field to include other people as observers to the email information or conversation. This helps people who were copied follow a conversation because it’s relevant to them, but being copied indicates they are more of an observer of the conversation, not an active part of the direct communication exchange. Only CC people when they need to be involved in the message or if you have been asked to include them. Before your first email with a new client or team, ask your supervisor or point of contact who they prefer to include. If you’re at an agency, you may need to ask who should be included in the email according to each topical message. If you receive an email where someone is copied, do reply all (unless you’re asked not to) to keep them in the loop. For example, sometimes I ask people to keep one of my team members copied by leaving them in the CC, and the replier doesn’t. They just reply back to me. That means I need to forward emails now to keep my team member updated, which slows our communication exchange. 

• BCC: A “blind carbon copy” field should be used to make someone aware of a message without their email address being seen. This field is good to use when you have to send one email from your inbox to multiple people who don’t know each other. Some people use it to make someone aware of the conversation without exposing the fact that they were informed. When you do that, you risk the BCC person replying all and blowing your cover. If you personally get an email as a BCC, be careful how you reply. Never hit reply all. I prefer to forward emails to start a new email conversation if I’m ever unsure of what may happen with a BCC.

The previous six tips cover the most egregious email-use violations. Manage your email manners to look professional, effective, and pleasant. 

—

For more guidance, other PR pro’s opinions, important real-world key terms and hard-learned lessons, get your copy of  Smart Talk: Public Relations Essentials All Pros Should Know. Audiobook coming in April 2023!