Check out the articles here on PR Daily
about how to pitch a reporter or blogger, and you’ll see a common thread: Know the work of the person you’re pitching, and make sure he or she will be interested.
To put it more succinctly, don’t spam.
And yet it happens all the time. PR firms swamp reporters—hundreds and hundreds of them—with cookie-cutter pitches in the hope that someone will notice. We at PR Daily
are intimately aware of the phenomenon, not just because we cover pitching, but because every day we get dozens of pitches, many of them unrelated to the topics we cover.
Sunday’s Haggler column in The New York Times
addresses the phenomenon. Writer David Segal even contacted the company behind a pitch for a self-chilling glass. The managing director of the company, Andrew Lazorchak, was surprised to hear that the PR firm his company was paying $1,500 per month was sending them so broadly.
Lazorchak likened it to “fishing with dynamite.”
At the end of Segal’s piece, the writer lists email addresses for the people at Vocus, Cision, PRNewswire, Marketwired, and Business Wire who can remove reporters’ names and contact information from lists given to PR firms for email pitching.
He also offers this advice: “The Haggler suggests that any company now spending money on P.R. spam demand a better strategy.”
[RELATED: Ragan's new distance-learning site houses the most comprehensive video training library for corporate communicators.]
Of course, that doesn’t offer much guidance as to what that strategy should be. What do you think, PR Daily
readers? What should a company trying to sell a self-chilling drinking glass do to get attention without filling the inboxes of reporters who might end up writing angry columns about the spam rather than great press about the product?