Services like HARO bring us dozens of media leads in a single email. Press Release Grader evaluates our news releases to make sure they’re tweaked to deliver top online performance. PitchEngine and the news wires help push these releases to the world while Newsvetter delivers our pitches to media via its opt-in network. And online media databases bring us more names and outlets to pitch as even more online tools track and measure the fruits of our labors.The uninformed could argue that, with all of these tools, we’re a few keystrokes, point and clicks away from putting our feet up and checking the latest sports news over latte and scones.
We know that’s bullsh!t. Or is it?
These tools are all blessings. But don’t let their ease of use, powerful capabilities and impressive efficiencies tempt you into taking short cuts with things like critical thinking.
Speed KillsTake an unrelated site like LinkedIn. “Facebook for the business set” can help you turn an online rolodex into a powerful networking group. But a simple form letter can erode your efforts.
We’ve all gotten the LinkedIn-vitation from a colleague.
“Since you are a person I trust, I wanted to invite you to join my network on LinkedIn.”
This is from someone you “know?!” Like it or not, it reads. “I want something from you. But I can’t be bothered to write you a note so I’m letting a machine do it for me – kthxbye. Click here to complete this one-sided transaction.”
Maybe I should switch to decaf. And let me remind you that I am NOT dissing any of these tools. Most of them promote better pitches. And LinkedIn has blown me away with the new functionality it’s added in the past 12 months. But short cuts should never take the place of plain old thought. Forms like the “LinkedIn-vitation” inadvertently reinforce boilerplate pitches and other PR Spam.
One Size Does Not Fit AllSo take 10 more seconds and write someone a personal note. Those 10 seconds will make a big impact. So many people take the short cut it’s not really helping them.
Avoid the obvious. Work smart(er), think hard(er). Eschew shortcuts that are really creativity cuts.
Tools of trade uploaded by Powerhouse Museumtags | public relations | PR | media relations | media | good pitch | bad pitch | bad pitch blog
i agree with you, kevin. these tools have certainly made life easier. but, what PR pros need to remember is that they are still TOOLS. tools help you do your job, they don't do your job for you.
ReplyDeletestick with the regular. decaf tastes funny anyway.
"So take 10 more seconds and write someone a personal note. Those 10 seconds will make a big impact."
ReplyDeleteGreat advice, Kevin. It's the little touches that have made my LinkedIn network one of the most useful services that I used on a personal and professional basis.
JC.
Kevin, good reminder. I'd like to add another one: Instead of e-mailing a reporter back on a question he asked via e-mail, I actually used that funny looking thing on my desk called a phone.
ReplyDeleteThere's definite difference between tools that eliminate the valueless drudgery from a job versus those that allow you to behave mindlessly.
ReplyDeleteThe goal of any tool should be to eliminate the rote work and allow you to do what you're uniquely good at.
Some tools miss the mark because they're developed by people who can't draw the line between superfluous junk work and unpleasant but necessary work.
Thanks for highlight the benefits of these tools. I think they seem like great tools if used correctly. Cheers
ReplyDeleteNice perspecitve!
ReplyDeleteThank you for the reminder, Kevin.
ReplyDeleteOften times we're too busy remembering that these tools are available to save time but do not put any effort into using them. In your LinkedIn example you outline something we've all done; "proceed to the checkout of this conversation."
People are so busy trying to finish a social "transaction" that they take the worth and personality out of it.
It's important to personalize each experience because it's your career and reputation on the line. No one wants a robot in their network.
Don't forget that tools can be dangerous as well...like the "hello [insert name]" personalized pushes that land in my in-box from time to time.
ReplyDeleteJust because you *can* blast out your news to hundreds of reporters and outlets at a time doesn't mean you *should*. The personal touch goes much farther.