On the face of it, sending press releases to journalists ought to be fairly easy. What could be difficult about pasting the content into the body of a plain email and attaching a Word file plus a picture or link to a picture. Press releases that are difficult to access are less likely to be used. So, in case anyone is wondering – yes, it is too much effort to open an attached file, links to web pages are hit and miss, HTML emails are a pain in the proverbial and a Word file is better than a PDF.
My favourite recent experience is being given a USB stick as an alternative to a paper press release, only to find that it has every language except English. Better still, when I pointed this out, the PR agents emailed me an English version, which came as a Winmail.dat file??? Given that 90 percent of journalists use a Mac you’d think that most PR people would have realized that it’s best to send Mac friendly files to us?
But I admit defeat for the recent trend of waiting till the end of a trade show to send out details of things being shown there. And yet, people pay for this service.
Still, there’s probably a blog out there written by someone in PR detailing all the stupid things that journalists do.