PR Guy Says Bloggers Should Shut Up And Take Press Releases
from the well,-then dept
When we first started Techdirt, one of the things I said clearly on the site was not to send us press releases, as we had no interest in writing about them. Yet, so many PR people clearly chose not to read the site and they send them anyway. They don't read the fact that we don't want press releases -- and in most cases they clearly don't read the site because the press releases obviously are about stuff we never write about. And it just gets worse and worse. These days, my inbox is filled with more press releases than regular email -- and I don't post any of them. You would think that PR people would eventually recognize how inefficient it is to send these press releases -- but since it's so easy to just cc every email address in a press list, they never even think about it. This leads me to write posts trashing PR people. But, of course, that does no good, because (as already established) the PR people who send us press releases obviously don't actually read the site.While there are some PR people who understand this, and with whom I have a good relationship, the vast majority don't seem to care at all. And, now, some seem to be going in the opposite direction. Romenesko points us to a marketing/PR guy who claims that bloggers with large audiences have a responsibility to just accept these press releases -- even if they have no intention of writing about them:
In my view, a popular, well-read blog de facto takes on some of the public trust that the mainstream media have always assumed.... Why shouldn't I send you a press release? If you've got 2,000 readers, you're like a small newspaper. Newspapers don't complain when we send them press releases. They may throw the release away, but they don't write articles ridiculing the person who had the audacity to send it, as some bloggers do when they get an unwanted release.Well, we've got a lot more than 2,000 readers, and if we have any sort of de facto "public trust" with our readers, it's to write about what we think they'll find interesting -- and they've made it clear they don't care about press release "fake news." And if we ridicule PR people -- it's not simply for sending us a press release. It's for clearly not reading the site where we ask them not to send us press releases and for not understanding what we want to write about.
We do want story ideas. We have always asked our readers for story ideas. But press releases aren't story ideas. They're attempts to spin a story in a positive manner with a bunch of unwanted and useless information that actually makes our job harder.
The fact is, in a very short time, you've become a key cog in our society's communication machine. You're part of something that's destroying the old model; at the same time, you're being given the opportunity to help create something worthwhile to take its place.Yes, and part of that "something worthwhile" is getting rid of simply parroting spin from a company PR person. It's about having a real conversation. Spamming people with press releases is part of that "old model" that isn't working. Why do you think it's okay that journalism is changing, but it's just hunky dory that PR people do the same old thing?
Don't get me wrong: I'm not saying that you have an obligation to actually write about what's in press releases. The world will go on whether you tell your readers about XYZ Widgets or not. But understand that you have an audience and people are going to want your ear. Accept that as a compliment, and don't be indignant when it happens.No. You've got it wrong. We know that we have an audience and people are going to want our ear. And that's why we make it clear how to get our ear. You're the one choosing to ignore the very clear terms of engagement that we've laid out -- and thus, you shouldn't get upset when we point out that you weren't paying attention. Since you seem to think our "ear" is so valuable, isn't it up to you to at least understand how to get that ear to pay attention? If you want to be lazy and not understand, that's not our fault.
Finally, the biggest problem with press releases is simple: they're not actually about getting the ear of the blogger. They're about using the blogger as a one-way path to that blogger's audience. It's missing the point of why many (though certainly not all) bloggers do what they do. They blog to be a part of the conversation -- which is more than a one-way path. It's a multi-directional conversation where everyone gets something out of it. If you stop looking at the blogger as a one-way road to an audience, and realize that the blogger, the readers and the company you represent should all be part of a larger conversation, you might realize just how ineffective press releases are for that purpose.
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Filed Under: bloggers, pr, press releases
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PR People
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Mike is RIGHT.
TV is actually starting to piss me off these days precisely because I can't talk back.
So all you weenie, whiney PR people out there...start your OWN blogs and slapp your dull PR-Babblicious goo down there and if, and that a BIG -if-, anyone actually bothers to read it and takes the time to comment that your latest product/service/whatever is lame/dull/toolittle/toolate/donetodeath read it, suck it up and count your lucky stars that at least they read what you wrote.
Oooo. That felt good. Nappy time now.
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Long Live April Winchell
She also had a habit of reading some of the press releases that were sent to her. It was obvious that none of these PR folks had a CLUE about the content of her show, and press agents for authors of things like diet and self-help books would deluge her with advance copies of books and a glowing press release. Her on-the-air reading of these press releases was so funny that I'd have trouble catching my breath, because I was laughing so hard.
I still miss her show.
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It's just like Scams and Spam.
If some rubes didn't send every cent they had to Nigeria, 419 scams wouldn't happen.
If some people didn't love Hormel Spam, it wouldn't be in the stores.
If some bloggers didn't re-spew the press releases, they wouldn't send them out.
One meaningful benefit of the environmental craze might be to eliminate wasteful mailings.
It would certainly sell better than complaining that people who don't care about you won't listen to you.
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Link to the original News Article
RE: The following is a one-page summary of a new and unique marketing proposal to improve your companies' stature in the market place … to boost the morale of your employees with lots of benefits to your company.
After visiting your web site in conjunction with … You're A Worthwhile Person in More Ways than a Million; that lifts spirits, improves self-esteem, and replenishes hope.
This unique book … (Worthwhile person) offers a superb opportunity to increase the public awareness of identifying the unsung heroes among us that keeps the wheels of society moving.
Are you interested in learning more or have any contacts (or contacts of contacts) for me? Please let me know. Your information is appreciated...
Eager to know your thoughts and connections with any of your guest, you think would be interested. You can reach me anytime at: http://www.johnsonandjohnsongift.com (347) 365-3448
Warm regards,
Simeon W. Johnson
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"They spend billions of dollars to get their names on our lips and their logos in our eyes, but letting us talk about them is dangerous: we might say something they don’t like. They want what Naomi Klein calls the “one-way conversation:” to be able to speak to us—endlessly so, through billboards and television and radio and product placement in your movies and the back of your bus ticket—without allowing us to speak back. Unless, that is, we’re saying positive things about them; unless we’re “on message.” And so they seek complete control over their names, to ban us from uttering them unless it is to speak praise."
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Re: Link to the original News Article
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I engaged the senior execs of the PR spammer
1. identify all the email addresses of the PR firms senior leadership and the email addresses of the senior leaders of the company they were pimping
2. sending a response email to the sender and cc'ing all the other execs
3. in a few sentences explaining: what a waste of time it is to send my organization a press release to someone that doesn't do anything with press releases; how wasteful they are of their client's money, charging thousands of dollars to SPAM a list that they don't have a relationship with; suggesting that the sender be fired and that the client fire the PR firm, etc.
4. finally...asking to be removed from their SPAM list
The good news: we NEVER get press releases anymore.
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Where it comes from
Most large corporations or organizations have huge chunks of cash for advertising and public relations. Sometimes these sums are larger than a productions budget and designed to con customers to buy their product or service.
The people that work under these budgets have a single mission...get the word out to the customer base in any way shape or form and trample anyone who gets in the way or don't get paid. Kind of like a garbage collector who's pay incentive is to collect as much garbage as possible even if he/she has to generate it.
Hence the nature of the PR response to the blogger of 'here it is, just put it on your site so people can see it' period. The blogger will look at it and, because there is no incentive to post it like a check for several thousand dollars, they toss it. (Not to say thats an issue here on Techdirt...but I am sure it is elsewhere)
The problem with these PR people is very simple really, they cling to the old business model that has no evolutionary possibilities. They cling for their dear professional lives because it is:
a) Proven
and
b) All that they know.
The 'b' answer is the true problem with the PR person and not the issuing of Press Releases. As long as these people are stuck in the past and happy, the evolution of mankinds information sharing and commentary will continue to be anchored in the past. But, things do change and as their numbers are begin to dwindle and the corporate reigns are passed on to the next generation who's more tech savvy, the PR people will get the idea and play the game.
Those that cannot make the change into the linked world will soon find themselves on a one way street and no horizons other than the corners of the box they create.
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From a PR guy
The world has changed, and some people are extremely adverse to that. The entire PR and marketing industry has changed and will never be the same.
Some people embrace the future, the others are frightened by it. Regardless this post hits the nail on the head.
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Re: Long Live April Winchell
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Comments
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press release board
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They will learn...
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Press releases
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Urgh
They're superior.
OK, maybe they're biased, but every bias is out there, and with comment feedback as a reality check, and the biases are generally out in the open. Unlike with, say, FOX news which calls itself "fair and balanced"!
Mike, on the other hand, didn't go far enough regarding PR people sending out press releases. All such are essentially asking for free advertising space, pure and simple. And, sometimes, not asking for it so much as demanding it.
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My point: before the Internet became popular there were clueless Marketing guys willing to try to convince others that the world is flat and many citizens enjoy receiving the communications they send out.
They are just as stupid today as then, they are just using a different medium. Kind of sad, really.
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Press Releases
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I HOPE they Learn!
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I donno, he may be half right
I dont see where "the public trust" has anything to do with republishing press releases. Sure the traditional press has long gratefully used press releases to cheaply generate content, but this is a practice, not an obligation.
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Pitches, not press releases
They can read the release, click through to a website, and perhaps even buy something without journalists entering the picture.
Lazy PR people use the "spray and pray" method, blanketing the globe with crappy one-size-fits-all press releases that journalists and bloggers hate.
If you really want to get the attention of a reporter or a blogger, pitch a story idea that's designed just for them. But before pitching, do your research. Read the blog to get a good idea of what the blogger cares about. If you're pitching a journalist, Google their name and see if they also blog. If so, visit their blog and post a comment or two BEFORE you pitch your story idea.
As a publicity expert, I get more questions about press releases than any other topic. So I created a free email tutorial called "89 ways to write powerful press releases." It's a very long 12-week course that walks you step by step through every phase of writing and posting press releases online, primarily for consumers.
You can opt into the course at http://www.PublicityHound.com/pressreleasetips/art.htm
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Press Release Distribution
I completely agree with the points being made here. News releases should not be used to spam bloggers or any other type of journalists.
That is why most newswire companies offer opt-in lists or feeds. Major media points choose to receive our wire feed. Similarly, bloggers (or anyone) can choose to subscribe to one of our RSS feeds.
I also agree that this is still not a "conversation" with the public, and that is why many of the newswire companies (including CNW) are making efforts to allow comments or at least track discussion about each particular release.
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Let's see if I understand what the PR guy was saying:
Don't get me wrong: I'm not saying that you have an obligation to actually write about what's in press releases. The world will go on whether you tell your readers about XYZ Widgets or not. But understand that you have an audience and people are going to want your ear. Accept that as a compliment, and don't be indignant when it happens.
So, I guess he'd be OK if we told him:
Don't get me wrong: I'm not saying that you have an obligation to actually buy the C1@lis and V!@gr@ that this e-mail is hawking. The world will go on whether you have a small p3n!s or not. But understand that you have an e-mail address that I can send to, and people are going to send you stuff that might shock a hardened ex-marine. Accept that as a compliment, and don't be indignant when it happens.
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I think the common ground here might be to accept that some releases have value, as do some ads. If you don’t want to do the work of clicking through to find the ones that have value, that’s your choice. At the same time, I can choose to find other blogs to read that just give me the content I want without bombarding me with cheesy ads for products I don’t want. That’s my choice. Perhaps each of us loses something if we choose that path. Or not. It’s worth discussing.
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To commenter Emily's point, a lot of PR people fully realize things have changed, and push back with clients to try and provide newsworthy info. A lot of clients don't understand -- and it's our job to help them to.
Joan is right that SEO is a big focus now -- all content created for the client should be online and constructed so it raises the organic results of the client.
And Pete is on to something to -- it would be nice if some tech bloggers covered more actual tech, instead of personalities and following the VC money trail.
Mike -- can you share an instance when a PR person shared an idea or client news with you, in a constructive and positive way?
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Re:
Um, no. There is a difference between an INTRUSIVE press release and an unobtrusive, easily avoided banner ad.
I think the common ground here might be to accept that some releases have value, as do some ads. If you don’t want to do the work of clicking through to find the ones that have value, that’s your choice. At the same time, I can choose to find other blogs to read that just give me the content I want without bombarding me with cheesy ads for products I don’t want. That’s my choice. Perhaps each of us loses something if we choose that path. Or not. It’s worth discussing.
Again, that's not the point at all. I have made it quite clear how we want to hear from people and how to pitch stories to us. Someone making a proactive decision to ignore that is quite different from choosing what source to read.
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Re: Re:
And what would your advertisers say to your assertion that their ads are "easily avoided?" If that were truly the case, I'd take my precious marketinging dollars to a place where they can be more effective. Sounds like you're holding your nose a bit while driving to the bank.
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Re: Re: Re:
No, not at all. I think banner ads are fairly lame and not very effective:
http://www.techdirt.com/articles/20080519/0234411163.shtml
And what would your advertisers say to your assertion that their ads are "easily avoided?" If that were truly the case, I'd take my precious marketinging dollars to a place where they can be more effective. Sounds like you're holding your nose a bit while driving to the bank.
As explained in the link above, banner ads are not our business model. We put them on the site more to learn about the space than anything else. They make a tiny fraction of our revenue. If people want to ignore them, so be it. I'm not going to force anyone to look at them and I don't think anyone has an obligation to look at them.
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Nope. People just have to live with more bad ads in their lives, and you pocket the revenue, no matter how small. What if those same PR people you chide as spammers come back and say, "Well, these spam press release emails are only a small fraction of our overall marketing program, and besides, the practice helps us learn a bit more about how it works."
From here, your position looks like hypocrisy. Is that worth the banner ad education you might be getting?
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Post the press releases
Then, invite readers to make snarky comments about how XYZ's health-widget isn't even related to anything in the tech industry.
At some point, the companies (or other companies) will get their idea that their products will be laughed at (and they won't be taken seriously) unless they do a better marketing campaign than simply spamming bloggers.
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Re:
Furthermore, there's a big difference between advertising something and cluttering my email expecting me to do a favor for you and advertise your product for free to the community gathered here.
It's not hypocrisy in the slightest.
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Re: Re:
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Re: Press Releases
David ("Poppa P") Politis
c/o SOAR Communications
poppa.p@soarcomm.com: email
www.TheBettyFactor.com: blog
www.soarcomm.com/blog: blog
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Re: Anonymous Coward -- re. the "pressreleases@techdirt.com idea"
David ("Poppa P") Politis
c/o SOAR Communications
poppa.p@soarcomm.com: email
www.TheBettyFactor.com: blog
www.soarcomm.com/blog: blog
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Re: Link to the original News Article
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I wonder what possesses these folks
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