Journalists Increasingly Consider PR People Spammers, Says Online PR and Viral Marketing Expert
David Meerman Scott, author of "The New Rules of Marketing & PR" says that Public Relations agency people have been shotgun-blasting news releases and blind pitches to hundreds (or even thousands) of journalists at a time - without giving any thought to what each reporter actually covers - just because the it so darn simple to do.
Lexington, MA (PRWEB) May 16, 2007 -- As the Web has made communicating with reporters and editors extremely easy, breaking through using the online methods everyone else uses has become increasingly difficult, says David Meerman Scott, author of "The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly."
According to Scott, you can find the e-mail addresses of reporters and editors in seconds, either through commercial services that sell subscriptions to their databases of thousands of journalists or simply by using a search engine.
"Unfortunately, way too many PR people are spamming journalists with unsolicited and unrelenting commercial messages in the form of news releases and untargeted broadcast pitches," Scott says. "I hate to say it, but for me and among the many other journalists I speak with, the PR profession has become synonymous with spammers."
Like all journalists, Scott's e-mail address is available in many places: in the articles he writes for magazines and online media sites, on his marketing blog, and other places. "That easy availability means that my email address has also been added to numerous databases and lists of journalists. Unfortunately, my e-mail address also gets added (without my permission) to many press lists that PR agencies and companies compile and maintain; so whenever they have a new announcement, no matter what the subject, I'm part of the broadcast message. This form of interaction with the media is ineffective."
In his new book, Scott, an online PR and thought leadership expert who has been named to the MarketingSherpa Viral Marketing Hall of Fame for the past two years in a row,.provides his "new rules for media relations." With extensive case studies and how to information, Scott shows PR professionals at agencies as well as those who work for companies, nonprofits, and other organizations how to reach the media effectively without using the tactics that annoy journalists.
Scott's book "The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly" will be published by John Wiley & Sons, Inc. in June 2007. The book, featuring a foreword by Robert Scoble, Vice President Media Development at PodTech.net, co-author of Naked Conversations, and one of the world's most popular bloggers at Scobleizer.com is available for pre-order at Amazon.com, BarnesAndNoble.com and wherever business books are sold. ISBN: 0-470-11345-6
David Meerman Scott is an online thought leadership strategist. The programs he has developed have won numerous awards and are responsible for selling over one billion dollars in products and services worldwide. He has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents. Check out his blog at www.WebInkNow.com
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See the original story at: http://www.prweb.com/releases/2007/05/prweb521821.htm
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