The following is a statement from Bill Wagner, chief marketing officer from Vocus:
First, I’d like to apologize to those who have received our email who weren’t interested in receiving these sorts of correspondences from us. It wasn’t our intention to send out unsolicited emails to bloggers. The fact that we focused our white paper on the blogosphere; enlisted support from leading experts in the field; and are addressing this response to bloggers is an indication of how seriously we take this emerging medium and our intention to get it right.
Given all the discussion around the “Five Golden Rules for Blogger Relations” whitepaper, I would like to clarify a few points: our aim was not to target bloggers or journalists with our email and we didn’t pull a list from Technorati. We sent the email to customers of Vocus, including users of our PRWeb service, and to PR/Marketing people who have opted-in to our communications. In retrospect it’s pretty clear that we could have done a much better job telling our customers who the email was from and why they were receiving it.
The reason we wrote and distributed this white paper is because many of our customers have expressed an interest in learning more about engaging with bloggers. We were making an effort to provide them with background on this topic, and we did this by enlisting experts like Shel, David, Susan and Rachel (I want to be clear that they had no prior knowledge of how the white paper would be distributed).
We may make other mistakes as we continue to move forward, but it is our commitment to always learn from them and apply these lessons to grow as a company and better serve our customers and others within the industry.
Chief Marketing Officer
Note from Jiyan: If you are interested in some of the other perspectives out there, here are some other blogs on the topic:
- Another Blogger Relations Learning Moment from Marketing Roadmaps
- Don’t Assume We Know You from the MailChimp Blog
- Check out this Spam from a PR Flak from copyblogger
- What Happens when you Spam Bloggers from the Marcom Writer Blog
- Follow up on Vocus Email from Toivo Lainevool’s Random Thoughts
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