I read with interest Neville Hobson’s recent comments on PR spam and thought it would be worth raising on this blog too.

Simply using a list building tool to create a media list of over 500 contacts and then sending out every news release to the entire list is not going to yield the kind of results you or your client wants to see. And it’ll probably ensure you end up on a spam blacklist.

In addition to spending the time to actually research each media outlet and contact on your list for its relevance to your clients’ stories, you must also segment your media into the relevant subsets of interest that they represent. And the more granular the better.

While a major product launch announcement might have broad appeal across the majority of your media, it’s unlikely that a vertically focused piece of news is relevant to everyone. By segmenting your list down to focused groups of media with specific interests, you can ensure that you only target the media that will have an interest in your news du jour.

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