So what’s the first thing you do?
Send a press release, right?
PR Types take note. I’ve said it before, and I’ll say it again. I don’t give a rat-on-a-stick for your bull-crap press release. If you took 30 seconds to skim the detailed FAQ you’d know that not only does SI NOT post press releases, any request to publish such will just get your e-mail address black-listed. And if you bothered to skim a few of the about blog posts, you’d know that when it comes to press releases, SI DOES NOT CARE.
SI does not care that you just stole your competitor’s CPO, that you signed three new deals, that your Senior Director just published a glam piece in the local newspaper, or that you released version 8.07.05, which, on first glance, is indistinguishable from 8.07.04.
SI is not a wire service. It’s not TMZ. And the doctor is not a media whore. SI is not about how many hogwash* posts it can publish how fast, or even about who said what when. And the continual reluctance of many PR professionals to grasp this fact is one of the biggest reasons the doctor has a Problem with PR and, most days, wants everyone and their dog, including you, to Fire Your PR Firm.
In a nutshell, SI is an educational and technology focussed blog. And where your company is concerned, SI is only concerned about the solution that you offer, what it can do for Supply Management professionals and organizations, and how you can help raise the level of understanding and awareness about Supply Management issues and best practices. Because, in the end, that’s what my educated, experienced, intelligent, dedicated, hard-working, career-focussed readers care about. Like everyone else in today’s difficult economy, SI’s readers are overworked, underpaid, and don’t have the time to waste on gibberish. And while it may be somewhat interesting to a few readers that your competitor’s former CPO now works for you, that’s not a press release, that’s a tweet.
And now that getting only 20 press releases that are utterly irrelevant to SI and its readers is a good day, the surest way to get your e-mail automatically redirected to the trash bin is to send SI a press release. the doctor won’t read it, and if it doesn’t get redirected straight to the spam filter, he will delete it.
So, if you want your story on SI, and it’s one that fits, all you have to do is send a short e-mail saying who you are, what you do, and how you think it benefits Supply Management professionals. That gets the doctor‘s attention and even if he doesn’t agree, he will respond, and typically give you an angle that he feels would work. And, typically, he will respond very quickly. In addition, if you offer a demo, he will look at your solution and, in all likelihood, blog about it. He’s never refused a demo (except when asked to sign an NDA, but don’t open that can of worms, it makes him more ballistic than an onslaught of totally irrelevant press releases), and he’s never failed to write a fair and balanced review when the demo was open and honest. (If you don’t believe him, simply review every vendor post.)
the doctor would like to apologize to his long-time readers on having to rant about this subject yet again, but it seems that not everyone is as intelligent, considerate, and well-endowed as they are.
*the doctor‘s father is from Hogtown, so you can be damn sure the doctor knows hogwash when he sees it! It’s in his blood!