Josh Bernoff recently blogged about a common issue facing reporters, bloggers (and apparently analysts) your PR office should be aware of... the high frequency of irrelevant emails invading inboxes. To truly understand the issue, Josh conducted a study in which he tracked every PR email he received for a two week period – a total of 114 emails regarding 88 different companies. His results were surprising. More than one of five emails was completely irrelevant. About half of those emails received were related to industries he used to cover (over two years ago). Only 27 emails were deemed relevant with a staggering four qualifying as interesting news Josh would look into.
The point to this study? PR practitioners should abandon the tired, old practice of creating large distribution lists and sending releases out in bulk. Target your releases to those reporters who will find the information most relevant. Better yet, personalize your pitches to increase the likelihood of coverage. In an increasingly digital age, easy and fast have become the mode of operation for PR practitioners. However, building quality relationships with reporters is the most effective way of getting your news heard.
To read the complete list of findings from Josh’s study check out the following link: http://blogs.forrester.com/groundswell/2009/02/three-quarters.html.
Looking to use PR to boost your company’s image? Contact ProMoter Inc. at (502)562-1969 or online at www.ProMoterInc.com. ProMoter Inc. has over 25 years of experience getting your message heard through effective public relations services.
Friday, March 13, 2009
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