We all know that PR agencies have limited time and resources to get their client’s brand, product, event or campaign on as many media outlets as possible, but when they try to shoot for the mass, they might end up with little or no results. The days of creating a media list and sending a mass email with a copy/paste version of a press release are over; and yet over 90% of PR agencies who try to reach us at LuxeInACity still use this tactic. We have to say to them: STOP! It doesn’t work!
Ok, they might get a few bloggers and journalists to republish their client’s press release (we have done so ourselves in the past) but ask yourself what the true outcome of using such tactics will be? Will these dry copy/paste type press release articles be shared virally on social media? Nope. Will they reach the client’s target audience and make a lasting impression on them? Nope. Will it result in more social fans, website traffic or an increase in sales? Probably not. So why are most PR agencies still using tactics that have not worked since the web has gone social? Why haven’t they adapted to the new web etiquette and joined the social wave?
So if sending generic press releases doesn’t work, how should a brand get their message out to bloggers? It’s actually fairly simple. First pinpoint a short list of bloggers that have real influence in your market. Start interacting with them on social media as a fan or peer but always keep it real, non commercial. Then connect by email with a short, personable and once-again real message. If the blogger decides to work with you, great, but don’t harass them every day with requests. Also, if they help you, don’t forget to send them a thank you email and help them promote the article with your own social media channels. Finally, stay in touch sporadically in the following months. There is nothing worse than a “fake friend” who only calls out to you when they need something.
So if you have something to send us at LuxeInACity, please-oh-please, don’t send us another generic press release! Become our friend, get acquainted and then give us valuable content to work with.
- Millennial Luxury Marketing – Understanding a generation of the future - March 12, 2018
- Luxury Brand Strategy – Elements to Consider in a New Luxury Economy - March 12, 2018
- Luxexperience –A Southern Hemisphere Luxury Travel Event - August 3, 2017