(Please see Part 1 for the intro to this post).
PS – There is one more reason we won’t stop — it works.
We (Flacks) have all gotten an undeserving hit at some point or another in our careers.
- the story was so great the reporter didn’t care that we called when they’ve only asked for emails, or
- it was such a slow news day in Miami that a story about something in Minnesota made it into the local section
we’ve all had a great hit from the combination of dumb luck and a hastily built list.
If there’s even the slightest chance of a random hit, what’s it hurt to increase my list by another 50-500 reporters. Costs me nothing but a hit could be out there, just waiting for the right time. Would you waste the chance?