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A job I’m really, really glad I don’t have to do
By Gina Spadafori
September 18, 2008
I know this will surprise regular readers, but sometimes ChristiePetConnnection bloggers can be exceptionally snarkya little bit flip.
Actually, I kid. It’s not just Christie, and we can be downright mean. Usually, though, the snottiest of communications are private amongst the Pet Connection bloggers, and almost always are mocking the excesses of PR practitioners with regard to the crafting of media releases. Yeah, I know it’s their job, but you’re just asking for it when you breathlessly extoll something no dog or cat needed scant 10 years ago as “an essential purchase for the very health of your pet!!!”
Look, I have a high tolerance for pet-product silliness, having bought more than a few goofy things in my life. But it seems to me that since the economy went south, the people pitching pet products of the pretty pointless variety have really pulled out their hyperbole and exclamation points.
Desperation, in other words, is beginning to show.
Still, it’s mostly no-sell on our end, both here on the blog and in our weekly syndicated pet-care feature. We likelove to write about products that matchpromote our values and our sense of our responsibility to our readers: Products that make good economic sense, are of good quality and are good for pets and the people who love them. We also dearly love to find products that are Made in America, or at least not made any place whose manufacturing practices can’t even be trusted not to poison their own children. (Yes, I know that’s hard to find. But it’s worth trying.)
I’m really glad I’m not presently paid to push useless Made In China pet crap. But no fear: There’s still plenty of stuff that’s worth slapping down your hard-earned samolians for, and we’re working hard to find and write about it.
At least all the media releases are e-mail now. Easier to delete, and eco-friendly, too!
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Ok, so this is something I wrestle with all the time.
First of all, I am VERY glad to not have to push products made in China. I am not capable of working for anything I don’t believe in, to a fault sometimes (financially, that is).
But here’s the deal, what about for companies that ARE selling good things? Do you hate those releases as well?
I have limited my press releases, tried to send them only to places where I have a contact or personally know someone, get them in the right hands, etc., because I know that otherwise they won’t be read.
But the thing is, small companies that are doing the right things do not have the giganto budgets of those box stores and they rely on the “kindness” of the media and others to survive. Morals are great, but they don’t pay the bills. That’s why there are things like the press release. Of course, there are a ton of crappy product pushers that use them as well and I don’t envy you for having to receive them.
Just so you know, I’ve never sent you a press release, and won’t, but you know what I mean? It’s just part of being “the media.” The little guys have to rely on some help now and again because there is a sea of crap out there and that’s why it’s so hard to fight against those products and the stores that carry them. I hate that even little boutiques still carry all the stuff that’s made in China. There are a few of us out there who don’t do it and we don’t want to be lumped in with the rest.
phew. sorry. who knew I had so much to say about press releases?!
Comment by Amy — September 18, 2008 @ 7:21 pm
I’ve got nothing against media releases. Heck we send them out ourselves, sometimes. And many a story (or short item) has been developed from a media release we’ve received. We read them all, and often respond with a polite, “No, thank you” when we’re not interested.
We’re always looking for great stuff to write about, and an e-mailed media release is a great way to let us know if there’s something we need to be sharing with our readers.
So yes, there’s nothing wrong with a media release. But you can’t kid a kidder, and the over-the-top nonsense gets an eye-roll and a quick delete.
I get hundreds and sometimes thousands of e-mails a day, by the way. I would guess that’s pretty typical for syndicated columnist with best-selling books. The amount I have to spend on any e-mail is pretty limited.
Doing some research and pinpointing your media releases is smart stuff, and I commend you for it. It’s not uncommon for us to get six identical releases to our main PetConnection.com e-mail box — and for half the names in the address field to be spelled wrong. Variations on Christie’s first name are most common (Kristie, Christy, Christine), and I can fully understand spelling “Spadafori” wrong.
But Dr. Marty Becker? Geez, that’s a gimmee, it’s so easy to spell.
Comment by Gina Spadafori — September 18, 2008 @ 7:49 pm
What gets my attention in a media release is a personal touch. I received a release about a book and the author had gone to the trouble of naming a couple of my articles as being the reason she thought I’d be interested in her book.
Another PR person had taken the trouble to try to arrange an interview for me at a specific time during an event I’d be at with her client, rather than just saying “stop by the booth.”
Both of those were things I was actually interested in, or those touches wouldn’t have worked, but they certainly made them stand out from the crowd.
Like Gina, I do read releases and now and then I follow up on them, but it takes a lot to cut through the static.
Comment by Christie Keith — September 18, 2008 @ 8:03 pm
That was quick. You gals are good!
Thanks for the response. I’m hyper aware of the annoying factor and try to avoid it and use methods you’ve described, as well as being very specific about my target audiences.
Thanks!
Comment by Amy — September 18, 2008 @ 8:58 pm
Maybe China is not the only one who is altering food products with undesired materials.
The FDA, as I understand it, is planning to let food producers sell genetically altered food for humans and pets. Trouble is, the salmon will grow at an accelerated pace, some fish and animals will have drugs in them, some will have bacteria resistant DNA from other animals put inside them, etc.
Scares me—not for myself but for others. I am a vegetarian. We do not know the future effects on humans and animals when this scary business is carried out.
I got this info from the Denver Post, but I am sure it is in a lot of major newspapers.
Yeeeeeeeeeeeeeeeee Gads!!!!!!!!!!!!!!!!!!!!
Comment by Colorado Transplant — September 19, 2008 @ 5:50 am
Additional info—labeling of altered animals will not be required—which leaves the Consumers Union gasping for breath!
Comment by Colorado Transplant — September 19, 2008 @ 7:18 am
Being vegan may not be safe either if the FDA continues to allow, even promotes, zapping our veggies.
Comment by VJ — September 19, 2008 @ 3:58 pm
Colorado Transplant - are they talking about cloned animals?
Comment by Nadine L. — September 19, 2008 @ 5:25 pm