The long and short of this answer is – no.
Etiquette is still a thing.
Just because 2020 has turned out to be a tornado of sharp spiky things and unfathomable blunders, doesn’t mean your pitching etiquette needs to follow suit.
One of the biggest mistakes you can make is to send a press release to every journalist and his dog in the same publication. Don’t do it!
Just pick your target and deliver.
Following up with a journalist is entirely different.
Having said that, don’t be mistaken into thinking that you shouldn’t follow up with a journalist if you haven’t heard back from them.
Journalists receive hundreds of press releases every day (I should know, I have a journalist on the team) and depending on how organised they are, they will read the emails that catch their eye and then marker them to go back to later.
Often, they don’t get round to the ‘later’ part and your email, even though it was interesting, goes way down the pile of other interesting stories from the 2020 s**t show.
So when you send a press release, make sure you follow up with a quick email about a week later because there’s a good chance you’ll trigger their memory.
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