The mail merge was once a winning PR tactic. In a matter of seconds, you could send hundreds or thousands of reporters a pitch about your company. PR pros could create massive media lists and get the word out to a variety of publications quickly.
Nowadays, this tactic has become completely useless. If you aim for quantity over quality with your list, you end up emailing many reporters who are not really relevant to your company’s story.
Reporters can also tell when it’s a mail merge because you likely haven’t personalized your emails. Not to mention, most email service providers will flag these types of emails, which means there’s a good chance your message will end up in spam folders and go unseen.
We recommend replacing any mail merging tactics and tools with manual research. Instead of casting a wide net and harming potential relationships with reporters, take the time to research each one, and you’ll end up with a smaller but more relevant list.
It can be time-consuming, but you will also want to personalize each email, or pitch, as much as possible. Each pitch should state why this particular reporter would be interested in your news. It might take you a bit longer, but the results will be much better.
2. Not honoring exclusives
This content was originally published here.