I know it’s tempting to send a journalist all your company news and to send them voluminous amounts of information via email because after all – all you have to do is hit the SEND button and you’ve done your PR work. The problem is that this is not a good approach and long-term might have your emails blocked by the journalist.
Here are some things as a journalist I won’t want to know about your company – ever – even in an email pitch or press release.
1. I don’t want to know that you expanded your company’s offerings to employees to include a soft serve ice-cream bar in the cafeteria.
2. I don’t want to know that your company won the all-star softball tournament.
3. I don’t want to know that your company is going to hold its annual team meeting in Hawaii.
Here are things I do want to know:
1. I want to know when your company makes a compelling strategic partnership that effects tons of folks.
2. I want to know about your latest updates to your offerings and how they will affect your customers.
3. I want to know if your company is going the extra mile and sponsoring a non-profit event.
Build relationships with journalists, not spam-lationships!