Avoid carpet-bombing your press releases. That is, sending the same release to everyone in a newsroom. It just creates problems.
First, it makes you look cheap. If you don’t know who to send information to, sending it to everyone is not a good alternative. Do your homework.
And of course, reporters know when a release is carpet-bombed. We carpet-bomb our newsrooms ourselves when we get information that we want someone else to grab but that’s not important to assign to a particular person immediately. But when everyone gets the same release, you end up with multiple internal carpet-bombings. Any impression that the information is precious and worth jumping on is wiped out.
You dilute effectiveness when you don’t focus.
2 responses to “Tip #162: I love the smell of press releases in the morning”
Just stumbled upon your blog. Thought it was going to be dry and all-business, but it’s also fun! I remember my early days in PR when I actually thought “carpet-bombing” was the thing to do. Experience — and being ignored by the press — is a great teacher, huh?
I agree with you in general, but there are some cases when carpet-bombing is needed and can be effective. It’s just a matter of dosage.