Simply the sound of it makes me feel funny. I understand that some situations require a little time to compose an appropriate response, or that the timing for a response might not be immediate, but to me that is “thoughtful public relations,” not slow. Hell, if someone called my PR work slow I’d immediately look at how I need to change what I am doing. But that is exactly what Gregory Galant titled his article, “What companies need to know about “slow” PR” and you know what, he was right.
I have not had the opportunity to work with a large enough public relations firm that would give me unlimited mass-blast tools, so I have always depended on personalized approaches to pitching media. In general, it has worked. Yeah, it takes time to find reporters covering a specific beat, and then to read enough of their articles to decide whether or not he/she would be interested, but the process makes the reporters a person to me.
In a lot of ways, when I do finally send the pitch, it’s as if I already knew them. One time I contacted a woman who wrote for the New York Times and when I got her on the phone she was surprised I had sent her an email directly because she did not publicize her email address, and it required me to really look around and find it. She knew I was serious about this pitch going to her as a writer and not simply because she had an email address that ended in @nytimes.com.
Anyone today can build meaningful relationships through real human interactions globally using technology.
That’s the awesome part about PR, I’m paid to do that and I should work to build those resonating connections before the skill is lost in the masses of automated email and @ mentions.