Recently we got an email from an entrepreneur pitching us an interesting startup. It wasn’t by any means something disruptive or incredible but it definitely had value for the community. Sadly, he failed to understand the basic tenant of PR strategy: you can’t spam everyone.
So the story went as follows, the startup decided to went live and started reaching out to everyone that writes about tech in Europe. I got an email with the press release and they asked for some help reaching out to the same mediums they had previously pinged without me knowing it. So I did, without any warning that one of the blogs had already posted it and the other one had been notified but hadn’t answered. I got shit from both sides…
So the entrepreneur asked me what had he done wrong. So here are some lessons about what went wrong:
All in all, most of the tips are pretty straight forward. There is no magic here. People writing for the media are humans, like any entrepreneur. In the same way you can’t spam developers to join your startup, or startups to attend your conference, you can’t do that with the media either.
You can’t spam startups requesting information from them when maybe they just closed their round, it’s lame. In the same way investors or providers need to know when startups are ready, the same applies the other way around.
So please, next time you work on a PR strategy, make sure you’re not doing something that you wouldn’t like to be done to you.