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A Message to Newly Hired PR Professionals
Ed Kohler

Dear PR Spammers,

I'm been wracking my brain trying to figure out why you send spam to the people who write blogs you clearly do not read. For the longest time, this practice of yours has made no sense to me, and I finally think I understand why you do what you do.

I think that you think that bloggers have more time than you do. Or, maybe you just think your time is more valuable than that of people who share ideas with the world on a daily basis?

I imagine that you're scrambling for time between scraping the web for blogger's email addresses, crafting the perfect non-solicited email to send to those bloggers, and attending lots of boardroom meetings. Put that together, and I can see how your day would be stressful.

I also imagine that your perception is that the bloggers you spam are less busy than you are. How hard can it be to write something original that builds and maintains an audience on a daily basis compared to crafting spam emails?

And I imagine you have the word "junior" in your title and hope to replace that someday with "senior" or "director" so you may be willing to step on a few toes to improve your pay grade.

But here's the deal: Every influential blogger I know is one majorly busy person. In addition to blogging, they do things like work for startups, craft business strategies, design things that have never been designed before, come up with the ideas that change companies for the better, travel like crazy, write freelance articles, have families, have hobbies, and like to sleep a bit from time to time.

I think if you had a better understanding of the lives of the people you're trying connect with, you'd come across as much less shallow and, frankly, disgusting.

And get this: some PR people actually get this already. They take the time to get to know people, figuring that quality beats quantity. They're the ones who've mentioned Twitter, Google Reader, and going out into the real-world to meet people from time to time. Get to know them. They'll show you how to do your job better.

I hope you haven't found this too insulting. It's the result of dozens of emails PER DAY that I receive from those of you who show no respect and hurt your industry.

Peace out.




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Comments

1. Posted by: Emily on September 17, 2008 9:07 PM:

I used to work at a large PR agency, and it was, in fact, disgusting.

I think you getting spammed results from clients constantly saying "We need to get into SOCIAL MEDIA!" without any reasoning or strategy behind it. So you add a few bloggers to your "media list" (or spam list, whichever you prefer), and they're happy, though it doesn't produce any results.




2. Posted by: Sandi Mays on September 18, 2008 11:12 AM:

Great Rant. Unfortunately, the people you are trying to reach don't read your blog ... remember, they use lists to generate spam, rather than research, read and build relationships.

Maybe you could respond to each spammer with a link to this post. If they aren't too busy, they might even open it.




3. Posted by: MN Headhunter/Paul DeBettignies on September 18, 2008 12:24 PM:

As a recruiter and speaker/trainer I suggest to my colleagues that they use Twitter, social media sites, and read/meet blogs/bloggers to build relationships with people.

Unfortunately many of them take the first part of the advice (going to various sites) but ignore the second piece (build relationships) and revert back to acting like they do on job boards.

They also forget that the blogger/Twitter community is a small (and growing) so if a bunch of recruiters are contacting them the annoyance factor (like yours) becomes much larger.

I will continue to teach 'em the correct way.

You know of me well enough to know that my following statement is meant to be funny (stating this for your readers): "So are you currently open to seeking new opportunities?"

I hope to see you tomorrow SMBMSP.




4. Posted by: Robbert on September 19, 2008 4:38 AM:

I totally know what you mean. On my little Dutch blog I get unsolicited emails all the time. Really annoying and time consuming!




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