I recently received this email from a public relations (PR) professional asking if I’d cover their client’s latest acquisition on Martech Zone. The entire body of the email (minus the contact signature) read as follows:
[Client Name] is expanding its international business and services by acquiring a UK-based multimedia service provider next week, further strengthening its global footprint and reaching new markets.
Through this acquisition [Client Name], known for producing unrivaled multimedia experiences for brands worldwide, will launch into the European market to strengthen the company’s regional client support in Europe, the Middle East, Africa and India. Currently supporting entertainment media initiatives in-stores, online and on device in 70 countries, [Client Name] serves clients such as Starbucks Coffee®.
For more information, please see the Business Wire press release [Link].
Would you be interested in writing about [Client Name]’s newest acquisition?
That’s it.
There was no greeting, personalization, or explanation of why this would matter to Martech Zone readers. Instead, a block of generic, jargon-laced promotional text was dropped into my inbox cold, followed by the sender’s name and phone number.
Let’s Talk About What’s Wrong Here
No unsubscribe or opt-out mechanismNo context for the client or the newsNo mention of who they’re acquiringNo connection to my audienceNo angle, just a press releaseNo assets or media includedNo suggestions for how to tailor itGeneric, impersonal, and lazy
No unsubscribe or opt-out mechanism
This is a legal issue, not just a courtesy. If you’re emailing someone with whom you’ve never had a prior relationship—especially for promotional purposes—you are required under the CAN-SPAM Act to provide a straightforward way for them to opt out of future messages. This wasn’t a personal note. It was a mass pitch disguised as one, and that’s not just bad form—it’s spam.
No context for the client or the news
I have no clue who this company is. A name alone doesn’t provide any insight into its relevance, mission, industry, or differentiators. If I have to Google it just to understand why it matters, your pitch has failed.
No mention of who they’re acquiring
The pitch centers around a business acquisition, but the sender didn’t even name the company being acquired. That’s the news! If you don’t say who’s being bought, how can I evaluate its significance or write about its impact?
No connection to my audience
This is Martech Zone. We cover marketing technology, trends, and tools that help marketers make smarter decisions. Why would this global acquisition matter to our readers? Does it involve martech platforms, data insights, retail technology, programmatic media, or AI innovation? You didn’t say.
No angle, just a press release
You’re asking me to do your job for you. If you want earned media, earn it. Don’t just send a link and ask if I’m interested. Tell me the story. Explain why it’s important. Pitch it the way you’d pitch a reporter—because bloggers are publishers, too.
No assets or media included
Want me to write a story? Great. Then equip me. That means high-resolution logos, product shots, leadership headshots, or short video clips—anything I can embed or share to enrich the post. Please don’t make me chase these down.
No suggestions for how to tailor it
Your pitch should include options: Is this an interview opportunity? A company profile? A thought leadership quote on industry trends? Suggest a few ways I might frame it for my audience. Better yet, draft a version of what that might look like.
Generic, impersonal, and lazy
This email screamed mass mailing. There was no reference to my name, no mention of my publication, and no clue that the sender had ever read anything I’ve published. If you want personal attention, start by giving me individual attention. At minimum, know who you’re writing to.
What This Tells Me
This wasn’t just a poor pitch—it was a wasted opportunity. With a little effort, this story could have been framed in a way that made sense for Martech Zone readers. Instead, the sender took the lazy route, blasting out a press release to dozens (maybe hundreds) of bloggers and hoping something would stick.
It didn’t.
Want Better Results?
Stop treating bloggers like an afterthought. We’re not a dumping ground for your leftover press releases. If you want coverage, do what real PR professionals do:
Research the outlet and its editorial focus.
Tailor the story to the publication’s audience.
Offer something of value—quotes, insights, images, or access.
Make it easy to say yes by reducing the effort required to publish.
If you’re unwilling to invest even a few minutes in customizing your outreach, you’re not ready for earned media.
If you’re unsure how to do it right, read this post. That’s the standard. Start there.
Here’s a video overview.
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Originally Published on Martech Zone: How NOT to Pitch to an Influencer, Blogger, or Journalist