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Never Write “To Whom It May Concern”

Never Write “To Whom It May Concern”

Lance Haun | Rehaul

This is, at worst, a five minute process. I know us Gen Yers hate the phone but the quick phone call is ridiculously more efficient in this case. Just do it. And nobody has to know it is you calling anyway.

Personalization for PR

While I think of job hunting as an amateur sport where some leeway can be given to candidates who aren’t professional job seekers, public relations is an entirely different animal. For one, PR pros are well aware that even low grade bloggers like myself receive a couple dozen press releases and communications a week. They should also be well aware that there are companies that sell lists of targeted bloggers and almost every one of those comes with a full name.

In short, there is no excuse for it. This is what you are paid to do and you are doing it poorly.

I think success is a fairly simple process for PR pros:

1. They build relationships with media outlets before they need them

2. They figure out what kind of stories they like to run, how they like being communicated with, etc

3. They follow that formula. All of the time.

I can name off of my head the dozen or so PR pros that actually do this out of the hundreds I’ve received releases from. Most of them have my phone number (but don’t use it). They send me one or two things a month max. They stay in contact with me if they don’t have much to push out. They’ve never pushed garbage to me.

Does their stuff get covered? Not all of the time. In fact, I still have two very good PR pros I’ve done no stories for. These folks are pros though and they understand why and they continue to stay in positive contact with me.

Bottom line

Personalization is an absolute necessity (and bare minimum) if your job is communicating with media professionals. If you’re in a job hunt, it is also a smart idea to not fake the personalization. You either have to do it for real or you don’t do it at all. Just don’t leave that “To Whom It May Concern” red flag up there.

Where are you on this? Do you personalize when you send correspondence or cover letters? How about PR pros?