Public relations (PR) agencies are tasked with the responsibility of promoting the image and reputation of their clients. One of the ways they do this is by sending out press releases or media releases to relevant media outlets. However, some PR agencies have been found to spam media releases without considering the guidelines of the websites they are targeting. This report examines the implications of such actions and the stance of PR agencies on content placement.
Implications of PR Agencies Spamming Media Releases
Spamming media releases can have adverse effects on the reputation of the PR agency and their client. First, media outlets may view the PR agency as being unprofessional and not worth their time. This could result in the PR agency’s inability to secure coverage for their clients in the future. Second, media outlets may mark the PR agency’s emails as spam, which could lead to future emails being sent to the recipient’s junk folder. This would make it harder for the PR agency to get their message across.
Third, spamming media releases without considering a website’s guidelines could lead to the PR agency’s message being ignored. Media outlets have specific guidelines for the type of content they publish, and ignoring these guidelines could lead to a media release being rejected or simply ignored. This would be a waste of the PR agency’s time and resources.
Stance of PR Agencies on Content Placement
PR agencies often feel privileged and believe that they should not have to pay for a content placement. They feel that it is the responsibility of media outlets to publish their content since it is newsworthy. While it is true that newswires can publish their content without payment, media outlets are different. Media outlets have their own guidelines and editorial standards, and they are not obligated to publish any content they do not deem relevant or newsworthy.
Furthermore, media outlets have their own revenue streams, and paid content placement is a legitimate way for them to generate income. PR agencies should understand that their content placement is not guaranteed, and if they want to increase their chances of securing coverage, they may have to pay for it.
Difference between Promotional PR and Native News Stories
Promotional PR is a type of media release that is designed to promote a product or service directly. It is often used as a marketing tool to raise awareness and drive sales. On the other hand, a native news story is a journalistic piece that reports on an event, issue, or person of interest. It is designed to inform and educate readers about a particular topic, without explicitly promoting a product or service.
If a PR agency wants to place their client’s promitional PR in the window of a news publication or blog, they should be willing to pay for it. Online publications such as news websites and blogs are not a charity. They also operate for a reason such as income.
The expectation of PR agencies who profit from promotional stories or glorified advertising such as a media release by means of having it published for free by news publications or blogs is becoming something many publishers these days consider as rude.
This becomes even more rude and disrespectful when an agency has paid for the content or story on a paid newswire for there client and then spams the same media release to other publications and expecting coverage for free
Conclusion
In conclusion, PR agencies should not spam media releases without considering a website’s guidelines. Doing so could lead to adverse consequences for the PR agency and their client.
Additionally, PR agencies should understand that content placement is not guaranteed and that media outlets have the right to charge for it. PR agencies should work within the guidelines of media outlets and be willing to pay for content placement if they want to increase their chances of securing coverage.
