Spam techniques have now become standard in public relations. I’ve come to this realization over the last couple of years as I’ve watched the dozens of emails from communication managers that arrive daily in my mailbox. Probably, the senders don’t think of what they are doing as spamming. Very likely, some even imagine that they are doing their jobs efficiently. Yet they might as well be spammers, for all the effectiveness they have. An increasing majority seem to think they’ve done their job if they’ve sent their news to every remotely possible recipient.
This attitude frequently has ludicrous results. For instance, you might think that one look at the free software sites for which I write would tell PR hacks what the sites are interested in: Free and open source software, and the GNU/Linux operating system especially. Yet out of an average of maybe sixty news releases that I receive daily, at least two-thirds of them on any given day are likely to contain news about the Windows or Mac platforms or proprietary software – often both. Either the PR people don’t know enough about technology to know that the editors don’t want this news, or they don’t care.
Even more surprisingly, some releases aren’t about computer technology at all. Probably the senders are working from a general list of news outlets, and haven’t bothered to figure out which ones might want their news.
Then, just to make matters worse, they don’t just send the initial release. Some of them send exactly the same release the next day. Others send “just a note to see if you got my news yesterday.” A few repeat the process several times with every release.
Some, having picked up the idea that they should target a name, address their news directly to a person who works for the site. The only trouble is, they never bother updating their contact lists. I know at least one site that regularly gets email addressed to people who haven’t worked there for several years – sometimes in addition to the general ones sent to the editors’ mailing list.
All in all, it’s getting so bad that my little finger is getting repetitive stress injuries from hitting the delete key so many times in a day.
Admittedly, the sender don’t conceal their names or use malware to send email from other people’s computers, but, if what they’re doing isn’t spamming, the difference is hard to distinguish.
In particular — and what really should concern the senders – the results they get are the same as those from spam. Before long, their emails are added to everyone’s spam filters, so if they ever do have news the site can use, nobody is every going to read it. In fact, I wouldn’t be surprised if some writers and editors resist using information from certain PR agencies or people, simply because they’ve become so annoyed by them.
Yet when someone – usually out of cynicism or a wicked sense of amusement – lets the senders know that they’re wasting their time, most of them don’t change their behavior. They’ll apologize, express their gratitude for the correction – and then, at the very next opportunity, do exactly the same thing. I sometimes wonder whether the effectiveness of PR these days is being judged by the number of outlets it’s sent to.
When a news release is sent out, the ideal situation is that the news is used. The company gets the publicity it wants, and the news outlet gets the material it needs. But, when spamming techniques are used, nobody wins. The PR hack gets unofficially blacklisted, the company fails to get its publicity, and the journalists get angry and look for copy elsewhere. And why? Because too many PR hacks are too lazy or ignorant to do their jobs properly.
Needless to say, not every communications manager uses spam techniques. I know several who carefully target their news releases, and work hard to make sure that everyone on both ends of a release wins. These are the real pros of communications, and I am always grateful for their competence – if only because of its increasing rarity.