A Personal Message To PR People Hell-Bent On Destroying Editor's Email Inboxes Everywhere

There's this thing that happens when you work in media on the editorial and content side. As your organization grows from a wee startup or aspiring publisher into something more substantial, so does your email inbox.

Like a gradual tsunami the PR emails begin to wash in, overtaking legitimate correspondence until you frantically set up filters in your inbox. If you're on Gmail thus begins the massive expansion of your "Promotional" tab like Pablo Sandoval during the MLB off-season.

Then, when the season starts there's a quick spring training as the fat is trimmed and the promotional inbox is emptied with nary a glance. Oh occasionally something of interest will filter through, but this is where email generally goes to die.

Most of it ends up coming in the form of PR driven outreach. Carpet bombing assistant account managers who Have A Job To Do and they're going to do it by God. They're going to get eyes on that prize. Never mind it's a site for new mom advice, they're going to tell NewMomBabyLove Dot Com editors all about the Gambia Economic Development's Trade Minster's coming to visit New York City and would love to set up an interview to discuss this and that. New moms will love it.

Or a site geared towards covering comics getting an email practically begging them to interview the CEO of their new app startup focusing on connecting over-stressed new moms to baby sitters.

Or thinking I'd write about whatever the hell this is supposed to be.

That is real. The email was in Spanish and sent to my inbox to destroy any remaining desire to read any emails from anybody I don't know ever again.

The thing is, there's just enough of a tease to warrant sometimes checking out an unsolicited PR email. Sometimes. Rarely. When the stars align and I'm on my phone walking around near Wall St. trying to find a sandwich that doesn't cost $15.

My phone email is unfiltered. Call me old fashioned.

"Hi Chris! We'd love for you to meet with John Smithee, CEO of Taco Corp for an EXCLUSIVE..."

*Swipe left delete*

"Hi James, BubbleTea app just..."

*My name is Chris not James. We also don't cover bubble tea app releases. Swipe left delete*

"Hey Chris, would Pixable like to be the first to announce X that is relevant to your demo audience with an interview?"

Interesting. Click. Read first line. See what the offer is. Looks good. Keep reading. Still looking good. I think this could be interesting for our audience and would play well. I'll reach out or have one of my team contact.

That subject line is so important. If you call me by the wrong name I will never read it. If you can't offer me something then I don't care. If you haven't correctly identified my site as a good outlet for what you're pushing it will never get read.

A general blast email can sometimes make it through the filter and catch an eye. What's better is when you've covered something already along the same lines and some eagle eyed marketer realizes you probably published for a reason and sees a connection with what they're promoting.

Those make it through a little more often.

Then when I'm reading the pitch and it becomes obvious they did their homework and make me think there's potential. That's when I'm interested and will take a moment to find out more.

It's easy to blast an email out to every editor there is. But don't be that guy or gal who doesn't at least take the time to make sure your emailing software (IE intern) is at least adding the right name. Don't be the one to get sent to your death (spam box) when you might actually have something decent to promote but target the wrong people in the wrong manner.

And at least get the language right.

Do it right and there's the reward of coverage, do it wrong and you could end up hurting your brand or product more than you're helping.

RECAP!

• Know your audience. If you want coverage for your Bubble Tea finder app hit up food sites.
• Get the name right of who you're reaching out to. Really a no brainer.
• Personalize! We recognize a genuine outreach over a form email with names replaced. At least this might get you some interaction.
• Screenshots, photos and links to relevant info are good. Just keep the file sizes reasonable.
• If you've done all this and still nothing. Send a personalized follow up. Those tend to get seen a bit more often. If you still don't hear back, call it a day.
• Move to plan B. Social. Retweet or share the content from site you're trying to reach, specifically the person you're trying to reach. That gets seen. Build up the idea that you're a reader and pay attention.

I await your glowing PR emails in my inbox with renewed anticipation!