Memorandum
To: P.R. and Advertising Agencies
From: Joseph Jaffe
Re: How NOT to approach Blogging Relations (or at least me)
Message: Heather sends me an e-mail which looks very official. It even contains IN BLOCK LETTERS: FOR IMMEDIATE RELEASE (Gee, I wonder if I got the scoop on this!) and proceeds to chestbeat themselves into a coma about all the wonderful Yo, Adrian awards they received for just being brilliant.
Executive Creative Director, Bob puts it even better in their press release:
"Our view has always been that the point is to create original, successful solutions for our clients, and awards should be a byproduct of that effort. But it's nice to be recognized on a national stage by our industry peers.”
Oh Stop. No go on. No, please stop. No go on. You're making me blush, but please continue.
Look, I get tons of these, but what really pissed me off was the 4MB attachment which had absolutely ZERO regard for my bandwidth restrictions...whether I was on the road or not...etc. And even worse still, the ads they sent were rather sucky.
I've never met Heather or press contact Maureen before (I'm not being too snarky...I did leave out last names and even the name of the agency - only because that too needs some dramatic rebranding) I've never even heard of their agency. I can just barely tolerate the unsolicited e-mail, given the nature of my blog, but ultimately, this showed blatant laziness on their part and typifies everything wrong with the agency business.
For what its worth, here are my suggestions for better blogging relations:
1) Take the time to get to know the blogger and build some kind of relationship/rapport with them. Even if it's a small introductory e-mail.
2) Get personal. How hard is it to click on the about link on a blog? (which reminds me, it's time to update my bio. D'oh) 3) Do your homework. Jaffe Juice is not your garden variety superficial cut and paste business blog. My focus is on thought leadership and commentary and I have a particular bond with creativity. Use that knowledge as opposed to ignoring it. 4) Read your mission statement. You too are in the creativity business (or at the very minimum, in the communications game) Act like it. Be original (just like your Creative Directors) 5) Re:read your mission statement. If you are truly full service (as most claim to be), take some time to understand the blogging slopes, before plunging down head first. 6) Begin with the end in mind. What exactly did you want me to do about this press release? Fall in love with you? Broadcast to the world the fact you won some obscure award? Get real. 7) Send lots of schwag. Bloggers have no problems accepting gifts. OK, that one was a joke. Kinda, but not really. No seriously, it was a joke.
Gee, I wonder how many press releases I'll be getting in the future? (probably the same amount as no-one in their respective pr departments probably read the blogs they pepper with releases!)
Got any other suggestions you'd add to this list? Send 'em my way...
