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April 13, 2007
Too many wires, not enough time
Wire services are, for the most part, overrated.
At last count, there were at least a half dozen "wire services" that want to be my friend and that's about a half dozen too many.
I like wire services that directly e-mail press releases to an e-mail address. Period. None of this "log in and manage your account" or "customize your e-mail" or "We have signed you up and all you have to do is ..." junk.
PRNewswire and BusinessWire have mastered the direct e-mail trick without breaking a sweat. They are Good.
I have given up on even trying to review the daily press release summaries that wires put out because there's too much noise, too many releases that have no/little relevance to the news we cover, and too many people that game the system with multiple key word listings. Can't blame 'em for trying.
Smaller wire firms insist upon "subscribers"/writers logging in and updating/filling out profiles. I just don't have the time for that overhead, especially when it's a half dozen different services. Worse is when they sign ya up without permission then expect you to update your profile... to a service you haven't asked for...
Once upon a time, I got a call from a wire service representative that said one of their customers was complaining they weren't getting enough coverage in VON Magazine. It was, shall we say a bizarre conversation, because:
1) Either the PR agency or the company should have been complaining.
2) We had run the company's press releases over the past six months.
3) One of the founders of the company had been profiled on the FRONT COVER within the last six months.
On the front cover of VON Magazine, and they are complaining?? Uh hum.
Turns out the wire service in agitation had been dumped by the PR firm and was telling big whoppers to both sides -- Yes, I called the PR firm working with the company and asked them "Hey, are your customers really concerned about how we cover them?" [Answer: No problems, loved the cover, you guys are doing good by them].
Now the PR firm is putting all of their customers on BusinessWire and living happily ever after.
Posted by dmohney at April 13, 2007 03:22 PM