This morning we came across a post on LinkedIn written by Account Executive Kim Cox of The Cline Group and titled “There’s a Reason Journalists Hate PRs.”
We were compelled — especially since the premise of the story was a reading of EZ-PR founder Ed Zitron‘s book This Is How You Pitch, which he also discussed with us two months ago.
The headline’s conflict is a problem to which we see no long-term “solution”. Cox’s point (and Zitron’s) is that each PR professional needs to develop something approaching a relationship with those on the other side of the media aisle rather than simply sending blind emails and wondering why no one ever replies.
But we all know this. And it’s not so simple, either: no matter how often the journalists Cox cited in her post talk badly about PR, we also see them going back and forth with smart reps on Twitter. And those are just the public interactions.
We reached out to Zitron, who had a few things to say and write.