In the world of public relations, there’s one tactic that consistently grates on journalists’ nerves, damages relationships, and ultimately, does more harm than good: Spray and Pray. If you’re unfamiliar, this outdated PR approach involves blasting mass emails to as many journalists and publications as possible, hoping that someone—anyone—bites.
At Ferrara Media, we know that PR isn’t a numbers game—it’s a relationships game. And nothing screams “I don’t respect your time” quite like an irrelevant, impersonal pitch flooding an inbox. Let’s break down why “Spray and Pray” is a one-way ticket to the journalist blacklist and what you should be doing instead.
Why Some PR Pros Still Use “Spray and Pray”
On the surface, the logic seems sound: more emails = more chances of landing a feature, right?
Wrong.
While large PR firms often rely on mass outreach to justify their retainers, this approach is fundamentally flawed. It’s the equivalent of throwing spaghetti at a wall and hoping something sticks. Sure, you might land a placement here and there, but at what cost?
Here’s what actually happens when you “Spray and Pray”:
• Your emails go straight to trash (or worse, get blocked).
• Journalists start ignoring anything from your agency—even the pitches that are relevant.
• You build a reputation for being lazy and unprofessional rather than a trusted source.
Sound harsh? Welcome to the reality of modern PR.
Journalists Are Over It (And You Should Be Too)
Journalists at major publications receive hundreds—sometimes thousands—of pitches a day. When you send them something wildly irrelevant (or worse, something they covered a decade ago), you’re wasting their time and yours.
Imagine being a food writer and receiving pitches about fintech startups. Or being a beauty editor constantly spammed with AI tech news. It’s frustrating, overwhelming, and completely counterproductive.
Writers appreciate thoughtful, tailored outreach. A well-researched pitch that aligns with their beat and recent work? That’s a pitch that gets opened. A generic, mass-sent email? That’s a pitch that gets deleted faster than you can say unsubscribe.
When “Spray and Pray” Backfires: A Real-Life PR Horror Story
Let’s talk about the MAJOR ICK FACTOR of mass pitching gone wrong.
A journalist (let’s call her Jane) once received a pitch for an interview with a beloved 90s sitcom star who had pivoted to writing faith-based fitness books. While Jane wasn’t at a major outlet, she found a great fit at a niche fitness publication that would have introduced the celeb to a new, engaged audience.
Just as Jane was about to schedule the interview, the publicist pulled the plug, saying the outlet “wasn’t big enough.”
Excuse me?
This wasn’t a real opportunity—it was a fishing expedition to gauge interest before deciding which outlets were “worthy.” That’s not PR. That’s playing people.
Now, years later, Jane still refuses to work with that firm. And trust us—journalists have long memories.
The Personal Damage of Thoughtless Pitching
Beyond being ineffective, mass pitching can also be offensive when done without care.
Imagine struggling with fertility and receiving daily pitches about abortion laws and experts. That’s exactly what happened to one journalist, who repeatedly requested to be removed from a PR firm’s list—only to be ignored.
The emails kept coming. The emotional toll kept rising. Until finally, she had to explicitly share her personal struggles just to get them to stop.
PR pros, this is why curating your media list matters. Sensitivity isn’t just an option—it’s a necessity.
The Solution: Quality Over Quantity
So how do you avoid the PR sin of “Spray and Pray”? Put in the work.
Here’s what smart, effective PR looks like:
• Curate your media list. Take the time to research journalists who actually cover your topic. Not just “used to” or “might be interested.” Actively covering.
• Personalize your outreach. A pitch that shows you understand a journalist’s work will always stand out.
• Build real relationships. PR isn’t just about coverage—it’s about connection. If a journalist knows you respect their time, they’ll be more likely to engage with your pitches in the future.
A well-targeted, well-crafted pitch to the right journalist is far more valuable than 1,000 blind emails. And in an industry built on trust and credibility, that’s a lesson worth learning.
Final Thoughts
PR isn’t about how many pitches you send. It’s about who you’re sending them to—and why.
Ditch the lazy mass emails and start treating journalists like the humans they are. Because in the end, good PR is thoughtful, strategic, and relationship-driven. And that’s how you get results—without the ick factor.
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