When automation goes wrong: Lessons from failed pitches

Technology can be helpful—except when it doesn’t work.

Most PR pros with the responsibility of pitching reporters gladly welcome resources that can make their work more efficient and effective, including media lists, pitch templates and automated email tools.

However, these handy resources should also come with a warning. Misuse can erode a potential relationship with reporter, instead of getting your organization’s news covered.

The three pitches below show what results when an automated template doesn’t come off as seamlessly as you might have hoped. (Note: These were sent to PR Daily’s editor, Ted Kitterman. Names have been redacted and the bold typeface in the first pitch is for emphasis.)

Though the first pitch takes too long to get to the point and underlines the importance of brevity, offering a timely seasonal pitch with takeaways for readers isn’t a bad idea:

Springtime often calls for fresh perspectives and revamped surroundings, or as the commonly used phrase goes – spring cleaning. Top digital marketing firm [name redacted] encourages that companies also implement an annual “spring cleaning” to their content and social media strategies – incorporating industry trends and technologies to drive new successes.