(This article first appeared on Reputation Today)
The
days of physical distribution of Press Releases and Invites, which my
generation of PR professionals used to do, were over long ago. After frequent visitors from PR departments
and agencies, media offices have started experiencing flood of mails from PR
agencies and departments. Then came the tsunami of mails with PR agencies
discovering mass mailers. That’s how media started distancing themselves from
Press Release ATMs of certain PR agencies, much before the current distancing
came into being.
One
has to be digital savvy to survive in this era. But being savvy is not just
enough. As I mentioned in one of my previous columns, the journalist at the
receiving end enjoys select-all-delete option.
