Of all the professional skill groups that can be included in the marketing toolkit, public relations is the most ridiculous (PR is also used for public affairs and other non-marketing activities). Filled with backwards unethical and untrained professionals that consistently spam people and promote attention metrics instead of actual outcomes, the PR profession can’t help its poor image.
(more…)
Popularity: 1% [?]
I gave the following commencement speech yesterday in Richmond to Virginia Commonwealth University’s School of Mass Communications. The speech focuses on what makes for a successful career in communications, specifically by navigating today’s fast moving media environment. The keys to success are gaining experience and delivering impact.
Thank you to Bill Farrar, Yan Jin, Jon Newman and the rest of the faculty at VCU for having me. And thanks to those of you who took the poll and answered questions on the challenges facing today’s communications students entering the job market.
Commencement Speech for VCU Mass Communications School
Popularity: 1% [?]
We all know how bad the state of media/blogger relations is: Bad pitches abound! But there are some pitches that are worse than others, and as a blogger for the past six years, my in box has become littered with them.
Here are three that all too common, and some suggestions to improve them another:
This one is really annoying. It usually comes from someone you know in a passing manner, or is a cold pitch from a PR person. It goes something like this:
“Hey Geoff. I was hoping you would write about xxxx. Joe Schmo (or Mary Doe) already wrote about it here: (INSERT URL). So you should, too.”
OK, let’s make that Super Annoying. If another blogger already wrote about it, why would I? Seriously, and beyond that, it’s insulting to infer that because x A Lister covered a story I should kowtow and follow suit (with a schmoozy link, too).
DELETE!
Suggestion: Provide some sort of unique angle or information that will make my story somewhat unique.
This one is the best, a result of publishing an eponymous blog. Invariably, it reads something like this: “Hey Geoff, we were hoping you would feature our new Facebook application in Geoff Livingston.”
I wasn’t aware I could feature an application inside of me.
DELETE!
Suggestion: Stop using email programs to send your pitches. If you don’t have time to do this and reach your full list, cultivate a smaller list so it is must have contacts instead of a list of bloggers.
This pitch features exaggerated facts, hyperbole and a wonderful amount of pomposity and clichéd buzz words:
“As the leading provider of wireless widgets (which were awarded the greatest on earth by J.D. Power & Associates), Acme helped save 799,291 lives through $1 donations as part of its service.”
Of course this means I should absolutely write about said company. Um, no.
DELETE!
Suggestion: Stick to straight up facts. Instead of talking about how great your company is, talk about the relevant issue that I write about, and how your company fits into the puzzle.
What are some of your favorite bad PR pitches?
Popularity: 1% [?]
Join Gini Dietrich and me for a Marketing in the Round training on integrated comm- unications strategy.
Geoff Livingston is an author and marketing strategist. His third book, Marketing in the Round will be released in May, 2012.
