One of the lessons we emphasize with clients is to avoid jargon, industry terms and buzz words whenever possible. You want to make sure a reporter understands your story, and that may be difficult if she doesn't speak your language.
Acronyms and abbreviations are another case in point. If you're going to use one always provide the full description first and then use the acronym or abbreviation from then on.
For example, a story involving the CDC would first state "Centers for Disease Control" and thereafter use CDC. It's probably not necessary for terms that are better known, such as the FBI, IBM or CNN.
It is never a good idea to put an acronym that is not widely known in
However, it is never a good idea to put an acronym that is not widely known in the headline of your email. The headline is the one chance you've got to get the recipient to actually click to open it. If there's a jumble of letters that they don't understand, they could very easily pass it by.
Result: no press coverage.
What to do instead? Simplify. Write around it or think up another headline where the acronym or abbreviation is not necessary. Remember the goal: getting your email opened and read.
Mack Communications | Twitter: @mack_comm