David Meerman Scott writes about PR agencies and spam:
PR people need to stop shotgun-blasting news releases and blind pitches to hundreds (or even thousands) of journalists at a timeâ€”without giving any thought to what each reporter actually coversâ€”just because the media databases make it so darn simple to do.
Now I like David’s post, it explains why why we go about press release distribution the way we do.
It suggests maybe there are three actual tests your press release has to pass if you are going to send it out via email. The first test is to pass the anti-junk-mail filters. And then it has to pass the relevance test (or to rework Google a bit, ‘don’t be spam’). Finally, your news item has to pass the hardest test of all. Being newsworthy.