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April 12, 2007

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» Dont be spam from Publicity for small business growth
David Meerman Scott writes about PR agencies and spam: PR people need to stop shotgun-blasting news releases and blind pitches to hundreds (or even thousands) of journalists at a time—without giving any thought to what each reporter actually covers... [Read More]

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Charles Sauriol

David.

I am an avid reader of your blog as well as your e-newsletter. I attended a lecture your gave in Chicago back in 2006 when I was working for CCNMatthews / Market Wire. I have since left CCN to return to working in PR. I am now a Senior Consultant with a PR firm and am more than ever interested in learning about Social media and how to target bloggers and other social media websites.

I also have to agree with your assessment of too many PR people are just blasting useless information to reporters without consideration or any thought at all. Back with CCN, I would never allow clients to send press releases "at large" just to generate more revenue - targeting has always been the key.

However, I am trying very hard to find appropriate ways to target bloggers about some of our clients products and projects. Some are very consumer-related and others are more cause-related. I don't want to be perceived by the community as simply pushing products down their throat but rather providing them with interesting fodder for them to learn and share with others....

any ideas?

Thanks.

David Meerman Scott

Hey Charles,

Congratulations on crossing over to the "dark side" of PR. (Just kidding – good PR people are extremely valuable, but spammers are not).

In speaking with my blogger friends and considering what’s happened on this blog, I think the best way is for you (or your clients themselves) to begin interacting with industry blogs BEFORE you want to pitch them something. Follow the blog and comment when appropriate. Send an email saying "I liked this post because…" The goal is to get the blogger to know who you are. Then later you can perhaps pitch something.

When you do pitch, don’t talk about what your product does, but instead talk about how the company solves problems for customers. People don’t care about products. They care about solving problems.

If you have a product that can be tested, offer a test version to the blogger.

I have an entire chapter on this subject in my new book "The New Rules of Marketing and PR" - pre-order on Amazon today.

Good luck and thanks for reading.

David

Tim 'Gonzo' Gordon

Even as a lowly podcaster and blogger (lowly meaning only that I don't get near the traffic that I'd like and consequently fly under the radar), I still end up with these mis-targeted PR blasts.

In fact, just today, I got the 4th request to interview the same author. Yup, the 4th time they've sent me the same press release. I've already written back once and politely declined to do an interview with the author.

You'd think they'd figure it out and give up.

I just delete this crap anymore. But yeah, still aggravating and a waste of time to send it.

I don't suppose your post will do that much good because these PR spammers probably don't even know who they're sending this stuff to. But thanks for bringing it up.

David Meerman Scott

Gonzodex,

You're right - it won't do much good because not that many PR people will take the time to read this...

David

Rebecca

I wrote a post recently about how/why marketers or sponsors are scared of bloggers. It's really interesting to see the other side of the scope, the view of the PR professional in regards to approaching bloggers.

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