P.R. Time Flying Over Us, Leaving Its Shadow Behind

The Mobile Marketing Association reports that 90 percent of all texts are read within three minutes. How can a person possibly focus on anything and do it well when the eyes and brain are regularly interrupted by these pesky text messages? This opinion is definitely shared by countless accounting firm partners, let me tell ‘ya. You probably know some.

As studies at Vanderbilt University and the University of Michigan have spotlighted, you may think you’re accomplishing two tasks simultaneously when you’re writing an email and talking on the phone at the same time…but you’re not. The result is a “switching back and forth,” creating a self-interrupting mode. Each time you switch, it takes time for the brain neurons to figure out where they left off on that task, slowing performance by 50 percent or more, according to University of Michigan psychology professor David Meyer.

Given this crunch for time in today’s business world, it’s no wonder that public relations activities no longer garner the same share of the clock as they once did at many public accounting firms. Social media has contorted this p.r. clock, leaving bits of plastic and rubble in its wake. As many public accounting firm marketers try to squeeze a little time out of their busy days to handle a speck of p.r., it’s important to know how to use that smidgeon of time most efficiently.

Muck Rack’s journalist community was recently surveyed in order to get a better understanding of their pitching preferences. As with many things in life, timing is everything. Here are a few of the shining gems from the survey results:

  • Less than 2% of journalists prefer to receive pitches on the phone, 92% prefer email
  • Lack of personalization is the most likely reason a journalist would immediately reject a pitch
  • Nearly 80% of journalists find Twitter to be the most valuable social network

The “time of day” chart below confirms what we already know – don’t bug reporters in the afternoon. And don’t even think about texting them at three o’clock …..


time of day

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