While getting through to the press is no longer a problem for public relations (PR) people at companies and agencies, now PR people have something far worse to deal with: Journalists increasingly view PR people as nothing more than spam artists. 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. If companies and agencies spent as much time creating great Web content as they do sending out spam, they would be much more successful. Better still, start a real relationship with reporters by commenting on their blogs, emailing a response to something they've covered, or sending them information that is not just a blatant pitch for your company.
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