In this job, I am trying to spread the word about my clients and help them get exposure on a local, national and even international level. 

I am the little bird in reporters, writers, editors, producers and bloggers ears.  I'm informing them of something they don't know.  They might know about a technology, a company or an individual -- but the whole reason why I'm writing or calling them is to tell them something newsworthy.  It's up to them to decide if the story I'm telling is something they want to run with.  I'm just the messenger.

Spreading the word isn't as easy as it appears.  I try very hard to tell my clients' stories to the appropriate media contacts, but sometimes I, undoubtedly, reach the wrong person.  In the instances where I'm redirected, I'm extremely appreciative and apologetic.  By no means do I want to aggravate anyone in the media -- after all, it's my job to communicate with them every day.  Why would I ever intentionally jeopardize that relationship?

Ever heard the saying, "Don't hate the player, hate the game?"  I don't think I've said that since college, but it comes to mind today.  I am a player in the game of public relations.  I know it might sound corny, but it's true.  I work with CEOs, directors of marketing, company presidents and founders, lawyers and other PR professionals long before I ever involve the media, and once that communication begins there's no telling who I'm directed to.  To quote presidential hopeful, Senator Hillary Clinton, "It takes a village!"

Lately there seems to be a lot of buzz in various blogs and e-newsletters about PR professionals "spamming" editors and contacting media with incorrect information or inappropriate messages (i.e. Calling a journalist "Bob" when his name is "Rob" or pitching a sports writer on an entertainment story).  While I'm sure this happens frequently, I'd like to speak up for the PR pros who try their very hardest to avoid this stigma the media has placed on us.

Do I spam?  It seems this term gets thrown around quite a bit these days.  The definition of spam is the use of mailing lists to blanket groups or private e-mail boxes with unsolicited messages of a promotional nature. 

Do I use mailing lists?  No.  I also don't email to "lists" -- each contact gets a personalized email from me.  I do create media lists based off of research either I or someone else at Dittoe has recently done.  I also double check online to see if a reporter is still on a particular beat and if the contact has written something related to my story in the past.  I want to make sure I understand what he or she is looking for when it comes to content. 

Are my emails unsolicited?  This is what I struggle with.  Initially, no one asks to receive a pitch via email or telephone call from me.  So in that respect, my contact is unsolicited.  However, doesn't a journalist, blogger or producer who has provided an email address or phone number to the public automatically opt-in to be contacted?  Otherwise, how would they ever find out about new companies, products, services or rising business, sports, philanthropic and political figures?  After all, they can always "opt-out."

Our PR tactics at Dittoe are very simple but have proved to be extremely effective for our clients.  We don't want to anger anyone who could help us, and we definitely want to treat everyone with the same amount of respect we would want to receive.  If someone asks me to never email them again, I won't -- and I'll pass the word onto my colleagues as well.  

On behalf of all hardworking, honest public relations executives everywhere... I ask journalists and bloggers to hate the game, not the player.  Some of us are very genuine and don't deserve to be lumped into the category of "spammers" that we sometimes end up in.  PR people need journalists and journalists need us -- can't we all just get along?