The salutation
The start of the email sets the tone for the main body. In the opening words the reader is making a judgement about you and what you want, and whether they will continue to read. Seeming too formal or impersonal, or, conversely, unprofessional, can cast a negative impression. If you know the person’s name, address him or her personally; if not, use “Hi” rather than “To whom it may concern.” The latter is stuffy and formal. In business—and especially in PR—you need to build relationships, so sounding friendly but professional is always a good approach.
The salutationThe start of the email sets the tone for the main body. In the opening words the reader is making a judgement about you and what you want, and whether they will continue to read. Seeming too formal or impersonal, or, conversely, unprofessional, can cast a negative impression. If you know the person’s name, address him or her personally; if not, use “Hi” rather than “To whom it may concern.” The latter is stuffy and formal. In business—and especially in PR—you need to build relationships, so sounding friendly but professional is always a good approach.
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