How journalists and PR pros expect to be treated via email

Does every electronic missive deserve a prompt response? Here’s how media professionals and corporate communicators can adapt to a changing PR landscape without being rude.

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Email has made it possible to connect with someone at any time from any place—and that has created a headache for PR pros and journalists alike.

PR pros from around the world have millions of clients between them, all trying to get quoted in stories. Because of this, coupled with the ease of sending someone an email, a journalist’s inbox can quickly fill with pitches.

What is a journalist supposed to do with all of those emails? Is there a responsibility to respond to every single one, or is email one of those platforms where people aren’t always expecting a response?

Here’s what current PR pros and journalists have to say:

Does every email need a response?

Many people experience guilt when they cant’ answer all their emails.

In my experience, I want to reply to them all, I just simply don’t have the time. I am forced to prioritize which ones I will respond to, and which ones will just get dealt with on my end without giving an update. For me, some emails aren’t worth responding to—and I’m not alone.

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