First PR lesson you learn.

I am pretty sure that one of the first lessons that you learn in PR is to research the publication you are communicating with and ensure that you understand their audience. I can't tell you how many times I have been told to go back and check a media list I have created to make sure that every journalist on that list is going to be interested in your story.

It's basic PR science, sending press releases to the blanket mass doesn't work. Journalists are far from stupid and from my conversations with them, recieve an endless amount of releases via email. Its imperative to target the right publications for your client and to no damage relationships with media. Simple right?

You would think so, still you can't imagine how many times you hear a story from a disgruntled tech journalist recieving a release about hair dryers, or a client telling me to send the release out or invite to an event as many journalists as possible. It's even more rampant here in the Middle East where bums on seats count for more than quality, perception changing coverage. Earlier this year I even counselled a client that inviting 60 journalists to an event that was only relevant to 20 of them would be a waste of money, only to be told, it doesn't matter who turns up, as long as 40 media turn up.

Today I came across a blog post talking about a delightful email from a PR rep for Samsung in the US. CES (the world's largest consumer electronics tradeshow) is in a few weeks and no doubt US tech media are being inundated with releases from tech companies. PhoneScoop, which covers mobile phone telephones, recieved a lovely email from Samsung PR rep Lois Whitman, pitching televisions. Their request for this not to happen again was polite enough. However, Lois' response.... was far from that:

"...I don't need you to tell me what is right and what is wrong.... I have been in the CE business for 42 years..... I have seen nasty people like you melt away faster than a snowball going up a hill in the rain... I am waiting for an apology... Maybe we can meet at CES for a hug or a slug..... P.S. I just visited your website. I would hardly call your blog a publication...."

You can read the whole delightful email here: