Blasting a news release out to as many reporter and blogger email addresses you can find is PR spam. It’s one step removed from buying email addresses on the black market and sending enlargement offers. Whether you pay for access to a media database like those offered by Cision or Vocus, or you build your list from scratch, you don’t have the right to mass email media you think may be interested in the topic you’re pitching.
If you’ve gone through the process of getting journalists to opt-in to receive your mass-distributed news, that’s different. Either way, most journalists are fine with you emailing them directly, provided your pitch is genuinely targeted to the areas they cover, and not a mass email.
As many of you know, we’ve had our latest example of a PR person spamming a media list. It seems like there’s a new story like this every couple of months. If there’s one group of media contacts you really don’t want to piss off, it’s the social media crowd. I don’t need to throw this person under the bus, since AdAge, TechCrunch and a few dozen or so other media outlets have done so already. The point I want to make here is that if you mass distribute a PR pitch or press release via email, you could be next the next PR person with a target on their back. Don’t mass pitch. [Read more...]