In this article, the author embarks on a quest to uncover the reasons behind the flood of PR spam infiltrating their inbox. As a journalist, they rely on public relations professionals to connect them with relevant sources and stories. However, they were surprised to discover that they had been unknowingly subscribed to 46 email distribution lists. Through a subject access request, they obtained data from Mynewsdesk, the service used to contact journalists with press releases, which sheds light on the broken state of the modern PR world. The author explores the challenges faced by journalists and the strained relationship between PR professionals and the media. They highlight the prevalence of spam emails and the detrimental impact it has on productivity and meaningful communication.
Read more about the Latest Money News
The Problem of PR Spam
Introduction
The world of public relations (PR) has become inundated with a significant problem: spam. This issue extends to journalists who are bombarded with emails that are often irrelevant to their work. The prevalence of spam email is widespread, affecting not only journalists but also individuals across various industries. This article aims to explore the problem of PR spam, its impact on journalists, and the experiences of individuals who have been on the receiving end of this spam.
Journalists bombarded with irrelevant emails
Every day, journalists find their email inboxes flooded with irrelevant emails from PR professionals. These emails often contain press releases and pitches that have little or no relevance to the journalist’s area of coverage. While PR professionals play a crucial role in facilitating connections and interviews for journalists, the issue arises when journalists receive emails that are clearly not tailored to their interests or beat. This flood of irrelevant emails not only wastes journalists’ time but also hinders their ability to find meaningful and relevant stories to cover.
Spam as a widespread email issue
The problem of spam extends far beyond the realm of journalism. In fact, spam emails are a pervasive issue impacting individuals across all industries. According to statistics, spam made up approximately 50% of all email in 2022. This staggering figure highlights the sheer volume of irrelevant emails that individuals have to sift through each day. As organizations and individuals grapple with this ongoing issue, it is critical to address its impact on productivity, efficiency, and overall email management.
Personal experiences with PR spam
One journalist, Chris Stokel-Walker, took matters into his own hands to uncover the extent of the PR spam problem. Utilizing data protection laws, Stokel-Walker submitted a subject access request to Mynewsdesk, a service that enables companies to contact journalists with press releases. His request aimed to understand the information held about him by Mynewsdesk and shed light on the broken state of the modern PR world. Stokel-Walker discovered that Mynewsdesk held 27 separate fields of data on journalists, including details about record creation, updates, and contact information. The data revealed that PR professionals had attempted to email Stokel-Walker 301 times through the Mynewsdesk service, despite the emails being largely irrelevant to his coverage. This personal experience serves as a microcosm of the larger issue of PR spam that journalists and individuals face on a regular basis.
The Data Protection Route
Taking advantage of data protection laws
To address the problem of PR spam, individuals can utilize data protection laws to gain insight into the data held by PR services. By submitting subject access requests, individuals can understand the extent of their data held by these services and use that knowledge to advocate for change.
Subject access request to Mynewsdesk
In the case of Chris Stokel-Walker, he submitted a subject access request to Mynewsdesk, a platform used by PR professionals to distribute press releases. This request compelled Mynewsdesk to provide Stokel-Walker with all the information they held about him.
Receiving data from Mynewsdesk
Upon receiving the data from Mynewsdesk, Stokel-Walker gained valuable insights into the broken state of the PR world. Mynewsdesk held 27 separate fields of data on journalists, including information about record creation, updates, contact details, and more. This comprehensive dataset highlighted the extent of information being collected and used by PR professionals without journalists’ explicit consent.
Insights into the broken PR world
The data obtained from Mynewsdesk shed light on the futility of using tools like this for PR outreach. Stokel-Walker discovered that PR professionals using Mynewsdesk had attempted to email him 301 times, yet the engagement and click rates of these emails were exceptionally low. This data demonstrates the ineffectiveness of mass-mailing strategies and the need for a more targeted and personalized approach to PR outreach.
Read more about the Latest Money News
The Broken PR World
27 separate data fields on journalists
The data obtained from Mynewsdesk revealed the staggering amount of information held by PR services. Mynewsdesk had 27 separate fields of data on journalists, ranging from basic contact details to record creation and update information. This depth of data collection raises concerns about the extent of PR professionals’ knowledge about journalists and their interests.
Details on record creation and update
One striking revelation from the Mynewsdesk data was the precise information on when a journalist’s record was created and last updated. This level of detail showcases the meticulous nature of data collection and the ongoing tracking of journalists’ activities.
Incorrect information about location and contact details
Stokel-Walker discovered that Mynewsdesk’s data about him included incorrect information about his location, occupation, and contact details. This discrepancy highlights the potential inaccuracies that can pervade PR databases, potentially leading to misguided outreach and irrelevant communications.
Insightful data on emails received and engagement rates
The data obtained from Mynewsdesk revealed the number of emails Stokel-Walker had received through their service, as well as the corresponding engagement rates, click rates, and open rates. These metrics provided insights into the effectiveness, or lack thereof, of the mass-emailing strategies employed by PR professionals. The low engagement rates demonstrated the need for more tailored and targeted communication efforts.
Futility of using tools like Mynewsdesk
From the data obtained, it became clear that tools like Mynewsdesk, while convenient for PR professionals, often result in ineffective outreach. The high volume of irrelevant emails and low engagement rates underscore the need for a shift in PR practices towards more personalized and relationship-based approaches.
The Frustration of Irrelevant Emails
Emails not suited to the coverage
One of the most significant frustrations faced by journalists is the inundation of emails that are not suited to their coverage areas. Journalists receive countless emails containing press releases and pitches for stories that have no relevance to their beat or interests. Sorting through these irrelevant emails becomes a time-consuming process, hindering journalists’ ability to find stories that align with their coverage areas.
Examples of irrelevant press releases
Stokel-Walker shared examples of irrelevant press releases that he received through Mynewsdesk. These included announcements of partnerships and memoranda of understanding that had no connection to the type of stories he typically covers. Such irrelevant press releases not only waste journalists’ time but also contribute to the ongoing issue of PR spam.
Impact on journalists’ email inboxes
The onslaught of irrelevant emails has a significant impact on journalists’ email inboxes. With their inboxes inundated with spam, journalists must spend valuable time sifting through these emails to find the few that are relevant to their work. This inefficiency can lead to missed opportunities and frustration among journalists.
The concept of ‘spray and pray’
The prevalence of irrelevant emails can be attributed to the concept of “spray and pray” in the PR industry. This approach involves mass-mailing press releases and pitches to as many journalists as possible, with the hope that a small fraction will respond positively. However, this approach overlooks the need for targeted and personalized outreach, resulting in an overwhelming amount of irrelevant emails for journalists.
PR Professionals’ Perspective
Recognition of the issues
PR professionals are not blind to the problems surrounding PR spam. Many acknowledge the frustrations felt by journalists and recognize the need for more tailored and effective communication strategies. However, some PR professionals may feel compelled to resort to mass-mailing tactics due to the ease and convenience of tools like Mynewsdesk.
Negative impact on journalist-PR relationships
The inundation of irrelevant emails can strain the relationship between journalists and PR professionals. Journalists may become frustrated with PR professionals who repeatedly send irrelevant content, potentially tarnishing the reputation and credibility of the PR industry as a whole. Building and maintaining a positive relationship with journalists requires PR professionals to understand their coverage areas and tailor their outreach efforts accordingly.
Importance of building connections
PR professionals understand the value of building connections and rapport with journalists. Establishing a trusted relationship is key to effective and successful communication. Rather than relying on impersonal mass-emailing tactics, PR professionals should invest time in building connections and understanding journalists’ needs.
Understanding journalists’ needs
To improve the efficacy of PR outreach, it is essential for PR professionals to have a clear understanding of journalists’ needs and interests. By familiarizing themselves with journalists’ coverage areas and the types of stories they typically write, PR professionals can tailor their pitches and press releases accordingly. This personalized approach increases the chances of journalists finding value in the communications they receive.
Improving PR Practices
Moving away from ‘spray and pray’ tactics
One of the key steps in improving PR practices is to move away from the “spray and pray” approach. Instead of mass-mailing press releases to countless journalists, PR professionals should focus on targeted outreach to individuals who align with their clients’ areas of interest. By investing time in crafting personalized pitches and press releases, PR professionals can increase the likelihood of meaningful engagement and coverage.
Building trust and rapport with journalists
Building trust and rapport with journalists is foundational to effective PR practices. PR professionals should prioritize establishing positive relationships with journalists based on mutual trust and respect. This involves taking the time to understand journalists’ work, interests, and needs, and consistently delivering relevant and valuable content.
Clear understanding of journalist’s coverage and needs
PR professionals must have a clear understanding of a journalist’s coverage area and needs before reaching out. By conducting thorough research and familiarizing themselves with a journalist’s past work, PR professionals can ensure that their pitches are well-aligned with the journalist’s interests. This personalized approach not only increases the chances of coverage but also demonstrates a level of professionalism and respect for the journalist’s time.
Shifting focus to relationship-based PR
To address the problem of PR spam, the industry as a whole needs to shift its focus to relationship-based PR. Instead of relying on mass-emailing and impersonal tactics, PR professionals should prioritize building meaningful connections with journalists. By understanding journalists’ needs, fostering trust, and delivering valuable content, PR professionals can establish long-lasting relationships that benefit both parties.
Conclusion
Agreement with building relationships in PR
The issue of PR spam is a significant problem that affects journalists and individuals across various industries. The inundation of irrelevant emails not only wastes time but also hinders productivity and efficiency. To address this issue, PR professionals must recognize the importance of building relationships, understanding journalists’ needs, and tailoring their outreach efforts.
Ongoing conversation on PR practices
The conversation on PR practices and the issue of spam must continue. Through ongoing dialogue, collaboration, and a commitment to improving PR practices, both the PR industry and journalists can achieve more fruitful and mutually beneficial relationships.
References
Citations and sources used in the article.
