No one is more surprised by this outcome than I am. Indeed, I would expect an all-caps command performance to earn the organization zero news coverage and a permanent place in spam folders.
So what should we conclude when a seemingly wrong tactic leads to a positive result?
In this case, I spent some time mulling my long-held views about pitching reporters—and landed where I began. In reaching out to news media, we should start with an understanding of what a reporter considers newsworthy and how the event or announcement we’re pitching fits with those priorities.
The group that went the all-caps route was fortunate; the event being promoted was a newsworthy one. Coverage resulted in spite of the approach, not because of it.
My view: The end does not justify the means.
What do you think? Should PR professionals aggressively demand coverage? Or does that put relationships and future coverage at risk?