A quick rant...
Got another "pitch" sent via an email marketing platform. I won't go off on the tangent explaining why I so loathe this approach with every fiber of my being multiplied by infinity with the intensity of a thousand suns -- on a stick. But I will share with you a DISCLAIMER that was at the top of this particular piece of spam:
This press release was sent through the Vocus PR platform. Should you no longer wish to receive these communications, please unsubscribe through the link in the footer. If you do not want to be listed on the database, please contact Vocus directly to request for your details to be removed: PHONE NUMBER
Shambot, Lazybot, Spambot, Lamebot
If you're not taking the time to validate your lists whatsoever and think the above disclaimer helps your case? You're content to spend life polishing turds. Fine, I'm in a mood. But to hide behind Vocus, Cision or any other online media database (all of whom BPB knows, loves and uses from time to time) is lazy.
At the risk of making too much of a big deal out of this, what if we did a find replace with the same phrase above?
This BULLET was sent through the SMITH & WESSON platform. Should you no longer wish to receive THIS AMMUNITION, please MOVE AWAY FROM THE TARGET. If you do not want to be SHOT, please contact SMITH & WESSON directly to request for your LOCATION to be removed.
Yeah, it's overkill. But my point is that you cannot blame an online media database for not doing your homework. You're not buying an email list.
And even email lists (the good ones) have scrubbed the addresses, made sure there are no dupes and made sure they've opted in to receive info from related third-parties. You do not even get to see the list, just send to it. Online media databases are a starting point for ongoing media relations when it comes to the actual list. Obviously it's more akin to CRM than email marketing.
SANY0204 uploaded by eelke dekker
Yeah, a little over the top, but point well made.
ReplyDeleteI always tell my clients to grow their own list organically, or at least shoot for getting away from purchasing lists as fast as possible. It is about quality not quantity.
Plus having your own list is so much easier, and creates no fodder for criticism from bloggers :-).
Thanks.
Great point! I believe any PR operation should develop their own lists.
ReplyDeleteAgree with @Lisa. Over emphasising the point generally leads to getting the point across. Well done!
ReplyDeleteI don't understand the point you're trying to make. Any time you send out a pitch through Vocus or Cision, that disclaimer and opt-out are at the bottom, even when you've done your homework and you think your pitch is on target. It also doesn't mean the person purchased a list with your name on it.
ReplyDeleteI work for an online retailer. Once, I sent a personalized pitch, through the Cision interface instead of from Outlook, to someone whose beat was "online retail." I got a VERY angry email back telling me that she did not write stories about online retail, and asking why I had pitched her that idea in the first place. Hm. Seems to me her profile was incorrect, not my pitch.
While I agree, getting emails like the one you describe can be annoying when they miss their mark, they do not necessarily indicate laziness.
Vocus and similar services are STARTING POINTS. They can be great time savers to cast a net and begin doing the homework that PR professionals should do before sending pitches. Beats are typically very broad. It's important to look at what kinds of things a reporter is interested. Just because a beat is "software" doesn't mean the reporter covers all things digital. Maybe he's a B2B software reporter, or only covers PC, no Mac, etc. Sending a pitch without first looking at what the reporter covers is a recipe for disaster.
ReplyDeleteGeez people, broadcasting pitches is old school. How about creating a email list of contacts you've actually vetted before you use a service like Vocus in the first place? Then you can send a very targeted email to people who actually want to hear from you.
ReplyDeleteInteresting post with a lot of valid points. Thank you for realizing that Vocus doesn’t sell or rent email lists nor does Vocus email releases for customers. Effective PR is a result of a diligent effort at building relationships and writing, posting and sharing relevant and useful content, not from a list.
ReplyDelete