Ever wonder how publicists tortured journalists in the days before telecommunications and unpaid interns? Apprentices and dancing monkeys?
“Bartleby! Get the bullhorn, Bubbles the Chimp and our loudest gong. It’s time for PR!”
Some communicos remember the days of the “blast fax” but the modern invention of spam in all its derivations—yes, including the mail merge—have truly revolutionized publicists’ harassment capabilities.
Spamming is not only detrimental to a communications professional but it can reflect poorly on clients as well. Harassing bloggers is similarly ill-advised since (a) many of them are former print journalists already less than enchanted by spam and (b) their readerships are often more vast and relevant than those of their traditional media counterparts.
Though it’s a bit silly that these guidelines have to be spelled out, here are a few pointers on proper engagement of media professionals:
Practice honesty with your clients and yourself. A good PR representative is forthright with the client about the message and its potential for public attention. The term “managing expectations” is commonly invoked but a better term might be “challenging preconceptions.” For example, find out why a client wants to be in The Wall Street Journal. You might discover they don’t have a clear or compelling reason for focusing their energy on this or another traditionally high-profile outlet. Only through discussion and research can you determine which media might serve a client’s needs best.
Take responsibility for your methods. This is pretty straightforward, but I’d add that bosses who lean on their account executives to spam are complicit in spamming. Communications executives must begin to take responsibility for the spam they authorized as if they’d emailed the pitch themselves.
Institute a practical approach to engaging media: relevance, research, reach out, revisit. Not only are what we’ll call the “Four R’s of Media Engagement” more considerate of reporters and bloggers but they actually work much better than spam.
• Relevance. Once you have clear understanding of you’re story, determine which writers, bloggers or reporters might be interested in it. Review all media lists before reaching out, especially if you’ve created a computer-generated list. Just because the word “business” is in a reporter’s online profile and reflected in a digital search does not necessarily mean the contact is a business writer.
• Research. Do some exploring. Find out what writers in your target area are writing about. See if anyone is already looking for information on your subject. They probably are.
• Reach Out. Brief, concise and direct pitches work best. Potential writers will know the difference between fluff and substance so remember to lead with substance and make your message known from the outset.
• Revisit. One or two follow-ups are acceptable. More importantly, even if a writer does not address your story immediately, track that individual’s work closely to be aware of future opportunities.
Remember, publicity does not have to be synonymous with spam. One of the advantages of digital media is precision. When used properly, new media has the potential to deliver your message to precisely those people you seek. So, use—don’t abuse—the technology and give Bubbles the day off.
