There’s a fine line between spam email and PR pitches when it comes to emails that land in reporters inboxes. Both of them can inundate the receiver and slow them from finding or seeing important messages.
As a reporter and blogger, I can’t even begin to count the number of misdirected and unhelpful messages I’ve had to wade through to find the actual messages that are relevant. I know I’m not alone when I get the umpteeth email about an event or release on legislation states and topics far away from anything I have covered or would ever cover. (Dear PR folk, it’s even more annoying when you misspell my name.) But it happens all the time, both on my work and personal email. Sometimes, these are just an influx of emails from an agency or group I want to receive messages from, such as the state Attorney General or New York Times, but that I don’t necessarily need to see immediately. Often, however, the messages totally miss the target and come from groups I’ve never heard of and certainly never signed up for.
I wanted to give some quick advice on how to make these messages more manageable. In a word? Filters. These will help move those less important messages out of your inbox and to the trash or to a folder for later perusal. I personally use Outlook (2012 on a Mac) and Gmail, so that’s what I’m going to explain here. However, most email programs and sites allow some form of filtering or rules, so the mechanics will be different, but the general idea should be similar.