Current plan is here: http://j.mp/prspam and version 2 is on the way.

Why can’t we all put flowers in our hair and run through the fields holding each others hands? OK, perhaps this is a step to far but certain journalists could be more responsive to PR’s and actually give them greater detail on what does and doesn’t interest them, this way none of us have to waste time sending and calling about releases that we know will not interest them.

PR’s have to remember that they need to keep on side with the journalist but Mr Journalist has to remember that they too rely on us mere PR mortals.

I hate the way some journo's act about PR's, but I also hate the way some PR's will blanket email just to satisfy clients unrealistic expectations.

I let a client go last week because she insisted that I not choose a handful of specifically targeted mediums and that I blanket email to a list of 750 media outlets.

I was quite happy to let her go, rather than upset some of my very valued media contacts.

This is how you strengthen the relationship.

PR people are supposed to be about tactics, journo's should beware of the PR agencies signing on to this microwave attempt at strengthening their relationships.

Can anyone smell advertising execs attempting to be PR consultants?

I love this post. I also blogged about this. Good PR pros have always rallied against spam, but I think trying to create a movement complete with “Bill of Rights” is just silly, not executable, and just highlights the bad seeds rather than the significant role we play in brand building.

Rachel Kay

I think your comment about the media database is a good one, but really all that points out is that PR pros need to do more and more homework to make sure that they are pitching the right people. Lists are nice, but nowadays you have to then check that list against real life stories to make sure things are the same and match up.

An interesting example of this actually happened with @TJDietderich and I last week. I was talking to her about a reporter who I'm friends with, who was doing a story on the iPad's name, and how ridiculous it was. When I told TJ about it and who the reporter was, she said “oh the careers reporter?” Well yes that is “her beat,” but clearly she isn't JUST covering careers if she's doing iPad stories. This is my point, the PR pros who do their homework and only pitch targeted people get results. Reporters are changing topics and beats nearly daily, so you can't rely on what Cision tells you.

Those who rely only on lists generated by Cision etc, are going to hit the wrong targets. It's inevitable. So really, it's on us as PR pro's to make sure we're doing things right and hitting the right people. And considering it only takes a few extra minutes to double check and make sure your list is really solid, you can somewhat understand why journo's get frustrated from time to time.