I get a lot of emails from PR agencies. No, I mean I get a LOT of them. Cali gets even more. After a while, they start to piss you off. So I made a list of ten things you should always keep in mind if you are a PR agent and you are trying to get my (or any media person’s) attention.
- Never send press releases as pdfs attached to emails. What? Is your text so special that it must be packaged in a pdf? Its text! Put it in the email so I can read it without launching an app!
- 85% of the time I check email on my phone. If your news is exclusively in a pdf or an image, I delete it.
- … if you attach images over 300kb, I delete it
- … if I can’t quickly figure out what this thing is, I delete it
- Don’t tell people to contact you for review units, then tell them you don’t have any.
- Don’t send me insignificant press releases. the frivolous crap you’re pitching tells me you don’t value my time. You really think I have nothing better to report then the new color of your ipad case? I have a 3 strikes rule, so if you waste my time I’ll put you in my email kill filter.
- If you send me an email from an address that you won’t respond to, I’ll kill filter you.
- If you add me to your PR email list without asking me first, I’ll kill filter you AND report you to Google as a spammer.
- Don’t “offer” me interviews with your amazing CEO. 99% of CEOs are boring as hell. Most VPs are even worse, they only have one mode – pitch! Plus, we both know that you just want your executive on my video, in front of my audience, and on my dime. So who’s doing who a favor here?
- If I’m registered to attend an event as press, that is not a license to spam me with notifications about what you intend to exhibit there and beg me to stop by your booth. How desperate would I have to be to make appointments to see a booth at an event where you’ll be manning the booth every minute the event is open? Maybe if you’re Apple. But anyone else, forget it.
If you’d rather focus on the positive, why don’t you:
- Custom tailor your message to me.
- Know who the hell I am when you approach me, and be familiar with some of the things I’ve done and what you liked most.
- Open up a dialog BEFORE you want something from me, and try and build a real relationship.
- Only pitch stories my way that you really believe will be of interest to my readers/viewers/etc.
That is all.