Is your PR firm lazy?

31 10 2007

PR is not the biggest part of my business but I certainly have had occasion to pitch for my clients. I believe in PR and developing contacts with media and getting the message out there. It’s actually fun to make a connection with someone who is honestly interested in a product or service that you’re pitching. I’ve enjoyed some inspiring conversations. Yesterday, in a post on his blog, Chris Anderson – Wired Editor-in-chief and author of The Long Tail – published a list of emails collected from his INBOX from people he says were basically spaming him with lazy PR work.

“Lazy flacks send press releases to the Editor in Chief of Wired because they can’t be bothered to find out who on my staff, if anyone, might actually be interested in what they’re pitching.”

I see a couple of names in there that will not be very happy to find they’ve been bumped out as spam. But really, if the PR firm doesn’t have enough fire to get the message out to the right journalists… via a creative and well-designed presentation, is there any real hope of the message getting to the end-user in a manner to inspire them?

A good PR firm or communications department should know who is following a given sector and have a list of journalists and trend-setters to contact. If this sort of list doesn’t exist, it really isn’t that difficult to build one. This shows how lazy automated systems make us and how doing the same thing day-in-day-out can breed contempt for our work.

Part of my professional background being in journalism, I have a healthy respect for the work journalists do but I also know that the more of their work that I do for them, the more likely they are to run with my story. I’m just about to start on a project – a CD-ROM for journalists covering the jewelery fashion industry. Each year our focus is on providing a tool that makes the journalist’s job easier. I guess it’s working. It’s the fifth year for this project.

“I am where I am because I believe in all possibilities.”Whoopi Goldberg

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