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Reich Communications, Inc.

  • Reich Communications, Inc. is a boutique public relations agency in New York City offering full service in a variety of areas, with specializations in business-to-business; advertising, marketing and media firms; transportation safety; non-profits, and select consumer products and services. For more info, visit www.reichcommunications.com or call us at (212) 573-6000. We are located at Suite 11 South, 228 East 45th Street, New York City 10017

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    November 30, 2013

    Comments

    Alan Hirsch

    David, you did an interesting column on an interesting column by David Segal (Swatting at a Swarm of Public Relations Spam).

    This has been a problem throughout history. It is constant and entrenched forever. Only the method used for reaching a reporter has changed. When once smoke signals worked, now the p.r. poobahs use modern techniques such as misdirected, unlimited e-mail and girl messenger services. They measure success by the number of plate appearances and not the number of hits.

    PR pitches over the years have remained constant in their use of stupidity and ignorance. Intelligence gives way to mass distribution of pap to as many targets as possible, even though the targets are not targets. Mr. Segal got it right and you did too.

    The fundamental rule remains for the thousands of non-professional p.r. people trying to steal a living without working, i.e. the more the merrier that one can aggravate at one time keeps their stupid bosses away.

    Ninety-two per cent of p.r. people practice the p.r. technique that is opposite to the meaning of this great Korean proverb, noted below.

    "If you want to hunt a tiger, you must go where the tiger is."

    David Reich

    Thanks Alan. I like that proverb you quoted.

    This is not rocket science, but just plain old common sense. Amazing how many people don't seem to get it.

    Jeanne Byington

    David,

    Big agencies don't care about the cost of Vocus or Cision--most pass along the cost to their clients. That said I find that Cision doesn't always have the names I'm looking for. Yet I use the resource as a starting point and check out each name and specialty best I can. [Cision lists as the head of the New York Times weekend section a woman who hasn’t had that job for several years.]

    You'll be happy to know that as a result of the column, a colleague at a major firm was sent a notice by the bosses admonishing staff never to use the "throw the news at the wall and see what sticks" technique. Management was petrified that their clients would ask and complain!

    I, too, write a blog and get mass pitches 99 percent of which are irrelevant. I love it when the email begins, "Hi Marsha" or “Hello Felix.”

    But think of the activity report: "I contacted 2,000 somebody or others!" Actual time: 10 minutes. Time charged the client for such a number: That's anyone's guess.

    Lisa Chaves

    Well this happens a lot. Especially if the pool of employees isn't that skilled. It's very important that you get to know the publication that you will be pitching.

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