Another media person has written about bad PR practices she’s observed. Some that CNBC’s Carol Roth mentions are dead on; others, not so much. Read her article HERE. She mentions that she’s worked on the PR side, too, so she’s seen a lot.
One complaint is about pitches sent to people or outlets that don’t want them. There’s an easy solution for such pitches. It’s called the “delete” button. (Sorry, but if you work for a media outlet with a national audience, you’re going to receive a ton of unsolicited pitches. Many local media types also have inboxes filled with random/unwanted pitches every day.)
Sometimes info is sent by a PR rep to a media person who might be interested in a pitch or a feeler. I think it’s impossible to always know who will or will not find your pitch to be of value.
I’ve sent materials to the specific person I considered to be perfectly suited to share a story but was told, “No, not interested.” When the same info was shared with a larger list of outlets, occasionally a media source I considered less likely to care has responded with strong interest.
Roth writes, “Reporters and journalists may take pitches, [but] pundits…typically don’t use sources.” Really? I’d venture that pundits (columnists) frequently get info from PR types.
She complains that she gets pitches for her former radio show that she ended months ago. Hey, I get guest pitches for the radio show I left almost a year ago. Not every media database is completely up to date. Again, the “delete” button comes in handy when needed.
She also joins the chorus of those who say, “Press releases are often useless.” Often, yes. But not always. A well-written release that has information (i.e., content) that media need/want can be useful—for media outlets and for the client.
The sentence I like best in her article is this one: “If you are looking to hire a PR firm, in order to get the most out of your relationship, make sure that they understand what you want them to do.” Yes! Exactly.