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When Lifehacker’s Gina Trapani started getting unsolicited pitches sent to her personal email address, she took action, Chris Anderson style, and created the PR Spammers Wiki.And you thought we were harsh.
This inspired a handful of posts weighing in on the topic --- some note black lists won’t work (they won’t), others suggest a response mirroring Anderson’s and Trapani’s tactics (not worth it).
Do I agree with Trapani’s approach to this problem? No. Am I surprised by the wiki? No. Will it be the last of its kind? No.
The Bigger PictureTrapani is not a villain. Someone serving up tasty snack ideas clearly is OK. She makes her plight clear on the wiki:
NOTE: This wiki was put together by Gina Trapani, editor of Lifehacker.com, who welcomes blog pitches to the tips at lifehacker.com email address, which exists for that purpose. She has also always respectfully requested that no press releases get sent to her personal email address in the one place where it is published online. The press releases, however, keep arriving. At her personal email address. Which is why she filters these companies.
Over time bad pitches hurt the entire industry. This fact inspired this blog and the PR Spammers Wiki reinforces this further. Right or wrong the wiki is a powerful conversation starter. And while others are simply updating their email databases, the smart folks on Trapani’s list are already discussing the wiki with her and building a relationship instead of a grudge.
Peeing Dog uploaded by THEfunkymantags | public relations | PR | media relations | media | good pitch | bad pitch | bad pitch blog | Lifehacker
6 comments:
Kevin, I think it is well worth updating some basic facts about this particular situation:
http://tinyurl.com/64y3ag
Much as I disagree with a blacklist (there are practitioners at some of those firms who certainly know the proper way to pitch), Lifehacker has a very clear set of pointers on its site about how the editors prefer to receive information.
And, while media databases may list someone's personal email address, aren't we all well aware that impersonal pitches don't really work these days?
Every year in Charlotte (as I'm sure happens in other markets), we get members of the media together for a panel on better pitching. And much as the media landscape keeps changing, the first piece of advice from these editors is always the same: "Read what I write before you pitch me."
I am still getting pitches for a newsletter that retired over a couple of years ago. I'm sure the newsletter is in some obscure database -- but still, they're not even checking the newsletter to see if their article is on target (they never are).
Dear Kevin and other knowledgeable people in social media/PR,
I want you all to know that you have put the fear of God in me. I am officially wary of pitching anybody now. Traditional media folks, new media folks-- it does not matter. I agonize over how I will pitch. I proofread continuously to make sure I am using proper AP style. I double check, triple check sometimes, to make sure I am pitching in the journalist/blogger’s preferred way. I pore over your blog, Kevin D., and try to follow the mandates that you set forth in your old post “Ready to pitch a blog? Take this quiz first.”
As excited as I am to become a full-fledged PR professional, it can be disheartening when I read some posts which basically put people on blast. It is like walking into the gym in 8th grade and having the wrong sneakers on-- everyone stares. I can either rock my sneaks and make the best of the situation or I can hide from the it.
I am a PR student at UGA. I think I am pretty knowledgeable in social media. My teachers have done an excellent job of informing me about social media and how to approach it (props to you Dr. Sweetser). I Twitter occasionally, I win every argument because of Wikipedia. My Secondlife avatar is pretty hot. Everything considered, I am no expert but I do know the basics. Plus, and this is a very big plus, I am well versed in the basics of public (now becoming personalized) relations.
My whole point being, there are many PR students like me coming into the workforce. I am going to try my hardest to be successful and pitch the media with the delicacy and respect they deserve. However, I am learning and will continue to learn for the rest of my life. I do not plan on making mistakes but if I do I will certainly learn from them.
So yes, I will follow your advice on what to do before I pitch. Yes, I will stay up to date and keep myself relevant. Yes, I will heed the advice of those that have made mistakes and those who continue to educate people like me. With all your help, I don’t have to be scared to pitch, because when you think about it, it is a basic courtesy (not to mention necessity) to know who you are pitching.
So thank you Kevin and other knowledgeable PR people. I will be careful how I pitch. I’m no expert now, but I will be (and I’ll be rocking some old school sneaks).
Todd - Thanks for the update.
Jay - Media Day is our biggest event each year.
Meryl - sigh
Tolu O. - We turned our reply to your comment into a full blown post: http://tinyurl.com/5f4zeg
Shine on everyone!
I did a blog entry on this with comments for reporters and PR people. For the record, I don't think there is ever an excuse for a black list. This was my message for the people who publish them:
For those of you publishing blacklists - you’re messing with people’s livelihood. Cut it out. It amazes me the behavior people blithely engage in today just to boost hits to their websites.
This opinion might not make me popular, but at least I can go to bed knowing I didn't potentially get someone fired just to rack up hits for my blog.
For anyone interested here's my post: http://helzerman.com/blog/?p=383
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