At MAGIC this past summer, we spent a great deal of time, discussing with brands, how they should communicate with bloggers, address them by name, pitch them with relevant content, be respectful of their time – all of this is true, but what about how the blogger interacts with the publicists, the PR agencies and the brand reps – there are lessons to be learned here too.
We’ve all been there, too many emails to handle, a blogging to do list that’s getting out of control, a day job sucking up your creative time, it happens, and sometimes emails go unanswered, sometimes we start to get snippy about what lands in our inbox and sometimes you feel like maybe you’re not handling your business the way you should.
Emails happen. It’s part of being a blogger, you can expect to receive anything from a dozen to hundreds in one day, and managing them can sometimes feel like a daunting task but ignoring them is a pitfall of a bad blogger – one we’re all guilty of at one time or another.
The following are some examples of the types of communications you may receive, what’s appropriate, what’s not appropriate, and ways to respond so we can all avoid the ubiquitous #PRFail.
Press Releases
Press releases are part and parcel of being a blogger and one of the most common methods publicists use to disseminate information to press, bloggers and even independent writers.
What is it and what is it for?
A press release is very simply a release of information for the press. It can be about a brand, a specific project or product, or even an event or person (I’m thinking exclusively fashion & beauty here – they can be about anything). A good press release will tell you the who, what, why when and provide contact information, hopefully imagery or a way to retrieve imagery.
Why did I get it?
Because you’re considered a media outlet – just by existing as a blogger and the sender would like you to know the information included. If the publicist did their job correctly, you will have received it because you were targeted as being a relevant recipient. Press Releases are nearly always sent en masse and rarely, if ever, personalized – but that doesn’t mean you’re on a “mailing list” or you’re being “spammed” – it’s just part of the job.
What do I do with it?
You have options!
- If it’s of interest to you – write about it! This is a great way to build relationships with both brands and PR companies allowing you to perhaps pursue broader and more integrated experiences with them.
- Ignore it or delete it. It’s perfectly acceptable to not respond to a press release, if it’s not of interest to you, and most PR companies will not expect a response unless you require further information.
- If it really isn’t a right fit for you – way off the mark, like diapers and you’re 21 with no plans for kids in the near future, a politely worded email pointing out your actual demographic is completely appropriate.
Event Invitations
What is it and what is it for?
Well. It’s an invitation silly. Perhaps it’s a private preview, a fashion show, a networking event or even a lunch.
Why did I get it?
Because they want to meet you and have you experience their product in some way. There are good events, there are bad events, and in Los Angeles specifically there is at least one every night of the week – and it’s just not possible to attend every event, let alone cover every event.
What do I with it?
Respond. As soon as possible. I know we’re all busy, and we all fall victim to this, but some events have limited guestlists – and it’s so hard for a press person putting together a guest list if everyone leaves it to last minute to RSVP. At times it can be heart attack inducing.
If you can attend, great, let them know. If you can’t, the polite thing to do is to let them know too – a bit harder, but that simple email does a world of good for your future relationships with these brands and these agencies.
If the event is in a completely different city or area or even something you’d never consider covering – a polite response pointing this out is absolutely acceptable.
Pitches
What is it and what is it for?
A pitch usually has a specific subject or campaign material and can be more hyper targeted than a press release and can be personalized – depending on how targeted the campaign is. Examples include contests, giveaways, new collections, new projects and even tailor made themed pitches – especially around the holidays. Often they come hand in hand with a press release, as a more informal way of disseminating information.
Why did I get it?
Again, even when mailed en masse, this isn’t spam and it isn’t a “mailing list” – 9/10 you’ve been targeted to be contacted for a specific reason. It could be they merely want to introduce their product/campaign/project to you – in a less formal manner than a press release. Maybe they specifically want you to work with them on a certain project or encourage coverage on a certain topic.
What do I do with it?
Personally, I suggest responding where possible, it is harder as pitches tend to be fairly frequent, but my rule of thumb is to always try and respond, especially if they’re addressed to you personally. Even if you’re not interested this time around, they might be a good fit in the future and it’s very likely they have other clients or projects that could also be a good fit, so responding, politely, leaves you open to those opportunities.
If it’s a yes, let them know how you think it could work for your site in the context of what they’re pitching. If you have another idea as to how you could work with the product, let them know also whilst bearing in mind they likely have a very set agenda assigned to them by their boss or client, and may not have the flexibility you want for your personal agenda.
Some Final Notes.
How many times a day do you see the #PRFail outcry on Twitter? So you get a Press Release that’s not to your liking. You want to vent you go to Twitter and you yell #PRFail. Sure, I’ve done it, you’ve done it. It happens, and often there is actually a “fail” involved – not blind copying their email, addressing you “Dear Blogger”, trying to get you to write about “Depends” - all prime examples.
Every now and then I see a #PRFail and I can’t help but feel bad for the publicist, sometimes it’s an obvious mistake, sometimes it’s just the publicist doing their job. Just because you’re not comfortable with the email, doesn’t make it an auto-fail. Think before you tweet and always be aware of the consequences, the publicist accidentally spelling your name wrong one day, could have an amazing opportunity for you the next.
Same goes for email responses, I’ve had people demand to removed from “mailing lists” (after a single press release) or come back with a catty response, or reply with their “rates” outraged that I would even suggest to them writing about something they weren’t paid to write about (replying with your rates is ok, if done respectfully, but bear in mind it’s likely the wrong department), and then there’s the folks who go straight for the jugular and, without any foreplay, request the freebies.
Learn how to respond respectfully.
I know we as bloggers do like to complain about not being treated fairly or respectfully – but it is a two way street, and I think it’s good to remember that.
Filed under: Education by Kelsi
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