PR Week’s article titled PR Spamming Doesn’t Create Results by Melisa LaBancz-Bleasdale, in the May 2008 issue, reminds readers about the importance of increasing media coverage through targeted pitching. The article demonstrates that sending a mass media message, known as “spam”, is an ineffective way to reach your audience. “Spamming” is often defined as an e-mail or press release that gets distributed to whole media lists which are outdated or lack the knowledge about fundamental interests.
Most importantly, spamming rarely results in coverage of any kind, decreasing the chance to showcase your clients’ news. PR professionals who spam do not produce results or uphold their integrity. LaBancz-Bleasdale asks the readers to put themselves in our client’s shoes and decide, ‘Would the CEO of a Fortune 100 company send 300 indiscriminate invites for taquitos and martinis?’
Melisa also included additional tips in order for successful pitching, including:
- Personalize your pitches.
- Understand the company/product/issues you are pitching, because you only get one chance to capture the writer’s attention.
- Always follow through.
For further guidance and insight on how to avoid spamming and produce more front page results, read the full article PR Spamming Doesn’t Create Results.