First law of digital PR: at least pretend to read the site

Welcome to today’s masterclass in How Too Do Grate Digertal PR.

The following email dropped into the Mumbrella inbox at 2.15pm on Friday:  


My name is Sam Stone, Digital Director for LAVA Communications in Sydney. I am doing some digital PR for an integrated TV/Online ad campaign launching this weekend for ANZ Small Business.

“A bold new ANZ small business campaign launches this weekend and is expected to stand out in its category, for its energy, humour and broad appeal. Created by M&C Saatchi, the TVC and a wider campaign are directed at the SME market and will also impact favourably on the ANZ brand at large.”

G’Day Sam. My name’s Tim Burrowes, editor of Mumbrella. We published the story four and a half hours before you send the press release. We even emailed it to our newsletter 9000+ subscribers about three hours ago. Clearly you’re not one of them. Lucky the agency’s PR was more on the ball, eh? She sent us the release nearly 24 hours earlier. Otherwise you’d have missed getting the story in Friday’s email.

But there’s more to Sam’s message:

Full details and credits are in the attached Press Release.

If you post it and are able to email me back a URL I would really appreciate it!

Kind regards,

Sam Stone.

Or how about this, Sam? Why not subscribe to the Mumbrella newsletter? It’s free. There are very few regular emails that cover the industry you work in, so it shouldn’t be too much trouble for a Digital Director to sign up to them all. Some might even say it would be the professional thing to do. Then it won’t be quite so painfully clear that you don’t seem to read the sites you’re targeting. Or if you prefer, have you tried subscribing to RSS feeds? They’re good to.

If you do, you’ll even be able to do you own media monitoring, you know, like your client is paying you to, rather than asking for me to send you a URL. Still, on this occasion, I’m delighted to help out. Here you go: https://mumbrella.com.au/first-law-of-digital-pr-at-least-pretend-to-read-the-site-8818

Toodle pip!

Tim Burrowes.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.