Not only are you setting your crowdfunding campaign up for failure – you’re on your way to an epic fail.
Don’t buy the lie that runs along the lines of “Email thousands of journalists for just a few pennies each!”
Think about it. Better yet – DON’T think about it.
Don’t even THINK about wasting your money on bulk emailing members of the media.
I know, I know. It’s just too tempting to buy a list of media contacts for less than a penny per contact as some websites claim, write up an email and click the [Send] button with a smile on your face.
It may be even harder to ignore the impressive-sounding offers out there to send a supposed “customized media pitch” to thousands upon thousands of journalists.
Does that mean that each and every of the thousands of reporters will each receive a unique email? Isn’t that what a customized media pitch is?
To answer both questions: No they won’t and yes it is. We’ll get back to that in a little while.
If you buy an email list consisting of thousands of journalists for the low, low price of $99.99 how could you possibly email thousands of people on your own?
Even if you tried, your Internet provider will shut down your Internet connection before you hit the 500 mark.
Why? Because you’re spamming. And spamming is not only illegal, it’s a violation of the terms of service of virtually every ISP on the planet. If that wasn’t exciting enough, spamming journalists is also unethical, unprofessional and last but not least – it’s very annoying to the poor soul on the receiving end of an email they don’t want containing news they don’t care about.
That’s not the kind of impression you want to make on the media as you trumpet the launch of your crowdfunding campaign, is it?
Even if anyone were able to send out thousands and thousands of emails pitching crowdfunding news to journalists what would happen?
Nothing. Nothing at all.
That’s because spamming journalists doesn’t work.
Because how could thousands of reporters or editors possibly be interested in the exact same news?
Think about it. OK this time you have my permission. If you’re promoting a crowdfunding campaign for a new method of school fundraising and email that to a “small” list of 4000 journalists – will each and every one of them be interested in fundraising? Hardly.
What happens when that school fundraising email pitch lands in the inbox of a Yoga blogger? Or an editor at Golf Magazine? Or a reporter at the Wall Street Journal who covers hedge fund managers? What kind of media response can you expect from them with regard to your fundraising news?
A really poor one.
Don’t take my word for it. Hear it from Steven Spenser, a PR veteran, in his LinkedIn article on the very topic of spamming reporters (you can and should read the full article on reporter spamming):
“I used to be an editor and writer with The Associated Press and The Seattle Times. Getting unsolicited news releases (and, nowadays, e-mail teasers) is part of the job for most journalists (and other influencers, such as analysts). But if you listen to most major-market reporters—and, especially, tech reporters—it’s plain they’re being inundated with pitches and that many of them resent receiving mistargeted pitches.”
Mr. Spenser doesn’t pull any punches in his next paragraph:
“For years, I have been telling PR students, new practitioners, junior staffers—and even veteran PR pros—that sending an unsolicited news release to a stranger who’s never heard of your company or your client, whom you’ve found in a database of unknown accuracy (since you didn’t verify the media list before using it), is unprofessional and unacceptable behavior.”
Or the next one:
“The PR profession has long been plagued by lazy or negligent practitioners who broadcast their announcements to as many news outlets and influencers as they have on their media lists, regardless of the story’s fit, and without bothering to confirm whether each name should even be on the list.”
Everyone give Steven Spenser a standing ovation for nailing it in one article. I like my examples better for entertainment as well as educational value (e.g. fundraising news sent to a Yoga blogger) but I must bow to Mr. Spenser’s no-nonsense and unequivocal position on exactly why spamming journalists just doesn’t work and shouldn’t even be tried.
There are other worthy quotes and key points in Mr. Spenser’s article but rather than simply copying-and-pasting his entire article here (as much as I wish I could), I can only do the next best thing and emphatically encourage you – one more time – to read his “Press Lists & Spamming Reporters” article no less than five times. Rinse and repeat as often as necessary to rid your mind of this waste of time and money with flimflam crowdfunding PR.
So how do you target specific media contacts with a customized media pitch? You don’t. We do. That’s why Crowdfund Buzz is the #1 PR firm and advertising agency in the world when it comes to crowdfunding.