Tuesday, 7 June 2011

C is for "CC"

Oh, it's so tempting. You're in a rush and you need to get your story out to as many correspondents, newsdesks, bloggers, wires as possible. So why not just CC them all? Or better still BCC them all? Try tapping CC on your keyboard now. Then try tapping your backspace button or delete button twice. Notice the similarity in the noise? I'm no scientist, but I'm pretty sure that Einstein or some other brainiac came up with a theory that said that every action had an equal and opposite or some such thing. The point I'm making, if it isn't achingly clear, is that correspondents like to be treated as individuals and if they aren't.....well.

When I started out in PR it was the days before email. PRs these days will not recognise the sensation of thin paper cuts and envelope glue on tongues. Nor will they recognise the hand ache that went with individualised, legible, handwritten notes. It was an occupational hazard. Or more accurately, an occupational opportunity. Back then, everything was personalised - and if you want something to work today it should still be personalised. You want a correspondent to respect you? Treat them with respect. Get to know what they want, get to know what they're like, amuse them, entertain them and never treat them like a commodity. "CC" is a no-no.

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