OK, I’ll admit it: I did this twice. About 7 years ago, I sent out a press release to thousands of journalists via email because they were on a list I had. It was fast – and it was easy.
It was spam.
Did I get coverage for my client? A little. But the coverage didn’t outweigh the anger and horrible reactions I got from reporters who felt – and rightly so – I was sending them spam.
You see, just because you have a name on a media list doesn’t mean they are the right reporter for the release you are sending out. Heck, they may not even like email! (My recent survey shows that although most journalists are using email, they don’t want your email pitches unless they already know you.)
And many journalists are so mad about this now, that they are not only banning (blacklisting) those people who do send news releases blindly, but are also calling them out on their blogs, complete with email addresses so others can spam them.
So pitching media professionals blindly can actually harm your chances of getting media coverage.
There’s only one thing you can do to stop this: your homework. Yes, it takes time to do, even if you have a great media database. But the effort is completely worth it.
Plus, you’ll be building a real relationship with a journalist. And that’s what public RELATIONS is really about.