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OK, Fine; I Hope Things Suck
By: Mike Bush
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Just before Thanksgiving, Richard at Champion Communications unveiled his very own version of Christmas Creep, channeling his inner Grinch to toss the turkey, step in the stuffing, and, yes, gum up the gravy. The target of his ire: variations of the phrase “I hope you’re well.”

But what if, as PR professionals, we generally care about the well-being of the reporter with whom we have relationships? What if, during this holiday season, we want to share a little Christmas spirit or Hanukkah well-wishing?

Or, maybe we’re just being lazy and trying to make small talk to kick things off.

I had a chat with a blogger/reporter at one of the best-known tech blogs, and he shared advice for pitching him: Just send me a concise pitch about the product…[and] keep in mind I have about five seconds for each email, so you gotta make that opening sentence and subject line count. (Note: I am not including his name because I didn’t ask him if that was OK).

In this case, I might lose a full 20% of the time he’s willing to share due to my greeting. Can Richard be correct? Or maybe, just maybe, the well-wishing is best saved for the end of a pitch? After all, it’s the thought that counts, right?


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About the Author
Mike Bush is a PR and Marketing freelancer with more than a dozen years of experience in the field. Find him on and connect Twitter @mikebush or at www.mikebush.nyc. 
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