Uberblogger Robert Scoble has declared any and all email for the purpose of a media pitch—whether to journalists or bloggers—a fail. In a comment to a blog that took issue with his views, he wrote…

Every time I get together with “real” journalists they complain about the pitches they get via email. They all suck. Anyone who defends them is defending the indefensible. If you want to do your clients some good figure out something else to do.

All of this kicked off with a BlogTalk Radio Cinch audio Robert recorded. In case you haven’t heard it, you can listen here:

Since Neville and I played this clip and discussed it on last Monday’s FIR, then followed up on Thursday’s show, several PR bloggers have expressed their opinions. While I certainly agree that crony journalism is a blight, I don’t think that’s what Robert meant when he talked about getting pitched over dinner. It was a terrible example to use when all he needed to say was, “Do something interesting to get my attention.” Besides, Robert’s a blogger, not a journalist. And I honestly don’t think he’d trade a meal for a post.

I agree that Robert has achieved a status that attracts the volume of PR spam he gets, and complaining about the pitches is kinda like a famous ballplayer getting pissed off when people crowd him for autographs. It comes with the territory.

But putting these complaints aside, the real issue is whether all that inept PR spam has really rendered any email useless by any PR counselor for any pitch (remember, Robert insists “it all sucks”).

I’m defending the indefensible. There’s nothing wrong with an email pitch done right. That’s not an opinion. That’s a fact, with tons of supporting evidence. Robert’s just wrong.

Of course, if you’re pitching Robert Scoble, don’t waste your time. He’s made his preference clear. My problem with his proclamation is that others may not think so. I doubt if any of those “real” journalists (his quotes, not mine) with whom Robert hangs cover agriculture, health, local government, or the police beat. As Robert French noted in his post, tech journalism is a unique corner of the news business. Reporters covering other beats are not inundated with pitches from tech PR agencies and may well welcome email from PR professionals who send them useful leads.

Email pitches may be dead to Robert. That doesn’t make them dead to everybody, or under every circumstance.

Trusted sources and professional relationships

When talking to those real “journalists” I wonder if Robert asked any of them whether that hatred includes email pitches from valued and trusted sources.

Good PR people—and there are a lot of them—build relationships with the journalists and bloggers whose articles and posts are read by their companies’ and clients’ audiences. The best PR people reach out only with stories bloggers and reporters would want to share with their readers. Brian Solis, for example, would never in a bazillion years distribute spam, and those who deal with him know that any email he sends undoubedly contains something genuinely interesting. I’ll bet Robert Scoble would open an email from Brian Solis.

Here’s another question I’ll bet Robert didn’t ask his journalist friends (probably he wasn’t paying attention in journalism school the day the follow-up question was taught; after all, Robert has also expressed his disdain for journalism school): Do you ever find an email worth reading among all those that you hate?

Personalized contact

Relationship-building has to start somewhere. I met Michael Arrington exactly once, as I was entering his home for the “Naked Conversations” party, and there’s zero chance he’d remember me from that evening. But I emailed him a story about a client because I read TechCrunch and I knew this was a story he’d want to share with his readers. I’ve pitched him only once since then, again with a personal email explaining why I thought TechCrunch’s readers would be interested. He ran both stories.

Kristin Brandt—a pretty popular online personality in her own right, the result of the great work she does with her “Manic Mommies” podcast—also despises the volume of PR spam she gets, but took the time to let Neville and me know about one that stood out:

While I get a ton of bad (bad, bad) pitches, every now and then one comes in that surprises me, and I thought it might be worth sending to you. (I received a pitch) about the American Baby and Family Expo. What caught my attention is the comment at the top about cleaning the goopy jelly off the counter. I laughed at this comment because this is a complaint I have about my husband, who works out of our house. Then it struck me—Chris Martin (the author)—had listened to the show. He had listened, then crafted his introduction in a way to demonstrate he had listened. For that, he got my attention, and my appreciation. I also did go to the show.

This was my own experience when I handled blogger outreach for a crayon client during my stint working for Joseph Jaffe. My assignment was to raise awareness of a line of skin and hair care products. I had never in my life read a spa or beauty blog or podcast. I read or listened to everyone on my list, then wrote every one of them a personal email that made it clear I had paid attention to their blogs or shows. I got positive feedback from almost everybody I pitched; one even became a regular listener (and commenter) to my podcast!

An obligation to your readers

Then there are the emails that simply, genuinely capture your attention. My primary obligation as a blogger and podcaster is to my readers and listeners. I share what I think you will find useful or interesting, as long as it’s consistent with the theme of the convergence of communication, business, and technology. If I get an email that contains such information, then it’s a sound pitch. To dismiss all emails because I don’t like most of them is a disservice to myself and my listeners/readers.

Yes, it would make life easier if I could just dismiss all emails. But because enough people have honored me with their attention, it has become my responsibility to cull the golden nuggets from the pile of useless emails I receive. And whining about it, well, that would suck.

Presumably, most bloggers and podcasters with sizable audiences feel the same way. Robert, of course, is free to approach his disgust with all email differently.

One last point to Todd Defren’s post wondering if we’re all just being a little too sensitive. Perhaps, but I also believe it’s wrong to let misinformation stand unchallenged.

So heads up, PR people. I trust you’re not blasting clueless pitches to purchased email lists or spamming the inboxes of every A-lister you can find. I also trust that you’re employing more creative tactics than just email when trying to get your company’s or client’s story out. (I doubt, though, that Robert’s dinner partner just showed up on his doorstep asking to join the Scobles for dinner. It had to start with initial outreach. Email, perhaps?)

But if email is the best tool, your contacts have expressed their preference for pitches by email, or you have the kind of relationship with a contact that will lead them to open your emails, go right ahead and hit that send button.