Subject: DON’T DELETE, I’m Begging you,

Is the real subject line any up-and-coming public relations professional wish they could use for their press releases. The professional community knows better than this and they keep the subject lines short, sweet, and interesting, right?

Surveys of journalists would disagree, claiming that PR pros tend to spam inboxes with “Fluff” and non-real news-worthy topics. This has been the prevailing tone of the industry since the 1960s, according to studies conducted by Sallot and Johnson, as noted by Jim Macnamara, University of Technology Sydney, in his 2014 journal article for Public Relations Review.

And just over a decade later, here journalists are dealing with the same issues as before, inboxes full of spam promo. Journalists have been doing this for so long that they can skim and instantly send the spam where it belongs, the recycle bin.

The public relations pro and the journalist are not far removed from each other; the language is very similar. However, it’s somewhat akin to the distinction between Spanish in Europe and Spanish in Latin America.

We are in the same business, connecting people to information.

We can repair this relationship, But you're not gonna like what I am about to say.

NOT EVERY ACTION A COMPANY TAKES REQUIRES A PRESS RELEASE!

There. I said it. You have to know what is newsworthy and what isnt.

If you repeatedly cry wolf without a big, furry surprise outside your door, people will eventually stop believing you.

This can lead to a loss of credibility and missed opportunities for earned media, so it's important to be mindful of your messages. 

When you have something that people need to know, that will impact them or the community. that is the time for a press release.