This year I pre-registered as a blogger at CES, and as a result I’ve received hundreds of press announcements via email over the past couple of months. Coincidentally, I was reading the just-released new edition of David Meerman Scott’s The New Rules of Marketing and PR
on the plane coming out. Scott’s premise is that the internet has changed public relations because, instead of hawking their message to the media, businesses can now promote themselves by speaking to the public directly—via blogs, content on their own website, posts and responses on networking sites and viral media.
I did an evaluation of the PR emails I’d received with this in mind. The pitches that grabbed me were the ones that were written like news stories and tied to a course of action I could take at CES to find out more and bring it to my own readership. Find out why Apple is up but Sony dropped seven spots in the Greenpeace rating of green manufacturers. Team up with Dr Dre, Lady Gaga and Monster to fight AIDS in Africa. See how Natralock ends “wrap rage” with the end of hard-to-open clamshell packages.
The interesting thing is, many of these are the kind of made-up stories or manufactured events that used to be easy to make fun of: a marketer whipping up fake news because they couldn’t find a legitimate product benefit. Now I’m reading them as a recipient of information, not a conduit, and they become relevant. I’m eager to blog about it and add my own spin, and then the flack’s work is well rewarded.
By comparison, landing side by side in the inbox, traditional press releases just didn’t cut it. (“FOR IMMEDIATE RELEASE: La Cie announces new server for business.”) And some of the senders show a lack of finesse in using email as a medium. No-nos in my book include emaiing the press release as an attachment rather than including it in the body of the email (with this sea of info, why would I take an extra step to read your release?); addressing me as your bud because, you know, it’s email (e.g. starting with “hope all is well” or “hope you had a good holiday”); and sending a graphics-heavy announcement without ALT tags which is basically illegible unless I download the visuals (I’m looking at you, Vizio).
Scott’s theory is that there is a huge sea of traditional flacks who are trying to hang on or just don’t get it, and I guess this would be evidence. Meanwhile, I’ve got a couple of upcoming posts in the hopper, based on those pre-show emails I received.
Wow – this is a very interesting analysis. Glad that my book sparked the thought process. I get on these lists occasionally too because I speak at about 50 events a year. In my estimate, some 90% of the stuff sent out to event mailing lists are essentially spam.
If you see me at SES, please say hello.
David