This week's issue of BusinessWeek has a story about a company that has instituted a “no e-mail Friday” policy, and while I agree that the idea is good in theory, the reality is that the PR world can’t live without e-mail….or can we?
When we entered the PR world as young, wide eyed professionals eager to book our first interview / land our first piece of coverage, it was engrained in our head that the best way to pitch a reporter was by e-mail, and while I must admit, I was one of those “kids,” the reality is that pitching a reporter through e-mail is only half the battle. In order to be successful in the competitive world that is PR and to get from – to quote the infamous book – “from good to great,” we as PR professionals must realize that part of our job is to build relationships with the press and that’s not going to happen through e-mail because it’s a simple fact that you can’t build a relationship over e-mail.
My challenge to anyone reading this is this: during a one month period don’t rely on e-mail to pitch your stories instead pick up the phone and see how far you get. You may just find that I’m right!