How to spam a journalist?

February 6, 2009

The secrets most PR wont tell you.

The art of getting any press—bad press or good press—is hard to master and time intensive anyway you slice it. The usual tips look like:

- Refrain from………
– Pitch in points….
– Do not try to match……..
– Stick to……….
– Consider this…..
– Create brief word sequences to……..
– Thank profusely……
– Do not send email attac……….
– Support material has to……

PITCH ME, PITCH ME NOT
It takes two for a pitch.

883,000 “creative marketing” entries on Google. It can be frustrating trying to find relevant information to demonstrate how today’s PR/Marketing success is, by far, the result of nothing less than an enhanced relationship with the Media through the social web. Although one needs the proper tools to make the bridge, I insist it is not about technology but rather about a concerted drive to commit serious elbow grease and tons of consistency to learn how the message links with the medium.

This is no longer news: The medium is… THE WEB!  What is not so obvious is that:  the web is media, message, and medium in one. This cluster—cemented with the birth of Social Media—is, I believe, the fundamental shift we are witnessing and has permuted forever our perception of community and everything about it, inclusive of global behavioral laws. For example, with regards to MEDIA PR, the person to person relationship (me and the journalist) is more than ever valuable. This relation begs for a renewed model of “social media” polishing. Media PR spamming is the biggest mischief.

Social consciousness is a pitch

The language is brutal. The methods are new. The shift in attitude is definitive. The risks are real, so are the fears. The risk that the “info-snippets flux” obliterates the need for knowledge based consciousness, is such a fear. Here is what that looks like: Since all info-bits on everything are available for access, the need to juxtapose, compare, analyze, cohort, fuse and confuse may vanish lazily. In consequence, the regression of this human process to consciousness pins the erosion of creativity, that is the fear. Thinking creative!

Ok, here is an interesting take and a creative Robert Proctor word: Agnotology. Or we could call it: The lost civilization nightmare… “For God’s sake what were they thinking?”  But do not worry, looking outside my window I think the loss of civility is more likely to become the disease. The effervescence of Connectivity via the web over vast distances seems to have adversely deteriorated human conduct in close proximity: “Can’t you tell I am twittering on my cellphone… you twit?” We all agree, Social media is in need a of a self-administrated dose of ethical vaccination. It is coming. Vaccination or not, one thing is sure, it is time to roll-up the web sleeves. It is hard work, but smart work, it is time.

PR PITCH TIPS
So I won’t pitch you any further on Media PR as we have found a few smart authors and entire websites that shed practical light beyond the course of info-snippits. From time to time we will point you toward sites of interest that address squarely the shift in PR/marketing behavior of today’s times. We urge you to share with us some of your best finds.

Further reading:
http://www.webinknow.com/2007/05/thank_you_for_h.html


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