Aimee Woodall
As a public relations professional, I like to think I have a pretty solid relationship with words. They’ve always been there when I needed them. In return I’ve offered them the respect they deserve; but there are certain words that are the verbal equivalent of nails on a chalkboard. Case in point – “Moist” and “solutions” make my soul shiver.
There is one word (okay, it’s two) that go against everything that my years as a writer have taught me: “Email blast”. I know what you’re thinking, “Email blast? What’s wrong with email blast?” It’s not repulsive like one of the aforementioned words that I can’t even bring myself to say again. It’s not a crutch used by “The Future Business Leaders of Tomorrow Who Don’t Know What They’re Talking about Today”, like “solutions.” Yes, I see your point. You’re right. There is nothing offensive about the sound of “email blast”. In fact, separately, I like both words but put them together and it’s a very different story.
I have a problem with what “email blast” means. When someone suggests that I send one, it’s like they’re plunging a dagger into my heart. Follow it up with “to your entire media list,” and it’s like they’ve twisted the knife.
After conducting media relations for years, I’ve learned a few things about the dos and don’ts of contacting (you guessed it) the media, and sending out a one-size-fits-all mass email pitch to the media is more than your average don’t.
I understand that as a small business owner, it’s tempting. You’re busy. – Really busy. You’ve got a business to run, accounting to attend to, customers, AND employees to keep happy — all on top of trying to promote your business. Even though sending a single email blast to many different reporters might seem like the most efficient option, it’s more likely to prove as a huge waste of time.
The media is actually made up of people (People who are not so different from you and me). So a simple rule when emailing members of the media is “treat others like you would like to be treated.” Do you like getting junk mail? I didn’t think so and a mass email pitch is basically spam.
Instead, send something personal even if you don’t know that reporter personally. Do your research — reporter style! Make sure the event you’re pitching is something this particular reporter would cover. There’s nothing more annoying than a public relations coordinator who asks you to pass something along to the correct reporter.
Make a reference to a past article the reporter wrote and suggest why the event you’re pitching would be of interest to them. Don’t be afraid of looking a little bit like a stalker. If anyone understands the occasional necessity of stalking, it’s a reporter. Plus, what’s the worse that could happen? It’s not like there are restraining orders on the Internet.
Try reaching out on social media. Twitter was designed to allow you to talk to people it would be totally weird to talk to in real life. Form a bond and help a reporter get the information they need and suddenly you’re a source. Sure, it takes a little more time, but you’ll start seeing much better results. Pretty soon, they’ll be coming to you for the big Sunday front-page story.
Once you see the success you have by building a personal relationship, you too will cringe at the word “email blast”. On the other hand, “moist” and “solutions” might just be my own hang up.
Aimee Woodall is the owner of the Black Sheep Agency. The Black Sheep Agency is a Houston-based creative agency specializing in non-traditional public relations, social media, and experiential marketing. You can contact Amy at 832.971.7725 or email her at aimee@theblacksheepagency.com .
For more information, go to www.theblacksheepagency.com . Follow them on Facebook at Facebook.com/theblacksheepagency and on Twitter@shearcreativity.
