We know that PR can be annoying sometimes and that
a fewa fair number of bad apples threaten to spoil this bunch, but that doesn’t give you an excuse to ignore all of us. You can be snide if you want (we expect it) and you don’t even need to include a fancy salutation or a “thanks so much for sharing!”
2. Answering the phone like a jerk:
At a party this week, we spoke to a prominent tech journalist who said he’s perfectly happy to answer the phone but that the junior flacks tasked with calling him are often so nervous that he has to give them some “take a deep breath and read the script slowly” guidance. This is OK, but some writers take it much further by behaving like reps are tax collectors or divorce lawyers. Do you really want to confirm your own negative stereotypes?
3. Refusing to use the phone at all:
Not taking cold calls is one thing; we know how bad those can be. But insisting that we contact you via email and sit on our hands waiting for you to email us back? Come on, people. If you don’t follow up after promising to do so, then it’s perfectly reasonable for us to call.
4. Evading us completely:
Dude. If you don’t like the pitch just say it. We know you’ve been crazy busy, but there’s a reason we want to make sure you plan to quote our client in your upcoming trend piece: by the time you publish it’s too little, too late.
5. Forgetting the client’s name during an interview:
PRWeek says this happens nearly half of the time, because what the hell? Could anything be more dismissive than making clear that you don’t know or care who you’re talking to after the interview begins? Were you planning to brush up on names, addresses and “what the hell you do for a living” info during the call?
6. Deviating from the topic at hand:
Why do you think we insisted that you not ask about our client’s pending divorce, rehab visit or failed business venture?! Do you know the meaning of the word “conditional?”
7. Expecting us to deliver resources at the last minute:
Yes, you have a deadline. Yes, you’d really love for us to give you a quote in the next 15 minutes. No, that is not a realistic request. There’s a reason we pitched the source three days ago!
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