Josh Bernoff of Forrester dissects the problem with PR practitioners and their pitches. He explains how PR practitioners want to influence reporters, analysts and bloggers, but when they send a pitch or press release, it isn’t targeted to the correct audience.

Instead, the pitches are sent to hundreds of unrelated influencers who could really care less. It is a waste of time on both parties and just crowds an influencers inbox.

“We influencers get clogged inboxes and ignore most of the email; the PR people may reach a few targets but it’s 99% waste.”

World Synergy recognizes this as a common mistake that marketing firms continuously make. Online marketing firms invest all this time in creating a press release or pitch, and just send the pitch to unrelated list serves or databases it is subscribed to. Big mistake.

Take a few moments and think about who the audience is. Who are you trying to reach? Who will actually read your pitch? When your pitch is sent to the correct target audience, you could see an improvement in your open and click-through rates.