In it, he states that he gets too many irrelevant news releases from PR folks who have no idea about what he’s looking for. He likens them (us) to unfilterable spam. His solution? Block the PR person’s email address.
Then, in his blog, he goes so far as to publish a list of the most recent blocked emails.
Now, I don’t believe in publicly humiliating people who are just trying to do their job (ever since WWII, I’ve been uncomfortable with the notion of a public list). But on reflection, I think he makes a valid point: Don’t just blast out news releases willy nilly.
Instead we PR practitioners should try to become ‘media junkies’ (MSM and social). Avoid pre-packaged media lists (i.e. taking the easy way out). If we want to do our job well, we need to pour over newspapers, magazines, blogs, listen to radio, watch TV. Pay attention to bylines. Get to know a journalist by what he/she covers, what subjects pique their interest, what they’re writing about. Read. Watch. Engage. Start building relationships.
Then, when we have a great story, there’s a good chance the right person will consider our pitch.
‘Sounds crazy, no? But in our little town of Anatevka…’*
If we don’t love media, why are we in PR?
*with apologies to Fiddler on the Roof.