Some of you might remember that a couple of months ago I wrote about RealWire’s Inconvenient PR Truth movement (a campaign name that needs a hyphen if ever I saw one). The crux of their argument was that PRs should make certain that journalists write about the sort of thing in their press release before sending it to them.

I have to say this is an excellent idea and one that I’ve always adhered to. It’s also been proven for me as my wife’s childcare Web site has been taking off over the last couple of years. She writes about childcare and yet receives mountains of press releases about motor cars, pet foods, coffee machines and, most bizarrely, ‘things for parents to do when they aren’t looking after the children’.

Anyway, at the tail end of September the CIPR (Chartered Institute of Public Relations) responded to RealWire’s campaign by launching a charter for PR professionals to cut down on ‘inappropriate and poorly targeted PR content’.

The CIPR’s response says:

• PR practitioners should invest time in researching the editorial scope and interests of a journalist/blogger before approaching them, to ensure their area of responsibility is relevant to the communications programme

• Confusing, misleading, inaccurate or non-targeted emails may damage the reputations of the practitioner, the employer and the client

•Practitioners should be aware that journalists / bloggers may block individuals or companies if they believe they are being sent emails and other content that they perceive be irrelevant to their work.

This is all fine and dandy but I wonder if it’s a little but obvious though?

PS: As final note you should check on today’s Online Marketing: An Article a Day Blog. Yours truly is described as one of the UK's most internet-aware technical PR people. Check me out ;-)

Subscribe to Insights into PR and online marketing

Posted In
    Our Clients
    • ABB
    • Finning UK
    • National Grid ESO
    • Renishaw
    • Sandvik
    • Sandvik Coromant