Bad PR: Why Spray & Pray Needs To Go Away

It's a hot mess! Send this idea to the trash!

Spray Hair Not Pitches

We need to talk about Spray and Pray. This PR tactic involves sending mass emails to as many publications and writers as possible, hoping that something sticks. While it may seem like an efficient way to get the word out there, it can often backfire in a big way.

The Logic Behind "Spray and Pray"

From a certain perspective, the approach makes sense—if you have a large list of contacts, sending out blanket emails feels like a way to maximize exposure. However, as someone who has been on the receiving end of these emails for years, I can say with certainty that it’s a flawed strategy.

Many mid-sized to large PR firms rely on this method, and I often wonder if I’m on some sort of endless list that covers every topic imaginable. Before specializing in interior design, lifestyle (along with a bunch of topics that fall under lifestyle), and mom stuff. I covered other verticals including entertainment. It’s also fair to say I sort of cover entertainment currently because I do celebrity house tours for Forbes.

Also, to make it very clear I am not the Amanda Lauren who writes about Teen Mom and 90 Day Fiance. I constantly get pitches for her and it’s incredibly annoying. Also, her work is so off-brand for me, that I would not want people to think we are the same person.

But I digress…

I know I’m not the only one who is sprayed and prayed upon. Many writers find themselves constantly bombarded with pitches for topics that barely align with their current beat—or that they haven’t covered in years. The result? Many of these emails go unopened or get deleted immediately. Or we open them and want to start screaming or throw our phones in a river!

Why "Spray and Pray" Can Be Counterproductive

Receiving multiple irrelevant pitches a week—or even a day (I’m being kind here)—quickly becomes overwhelming. Writers at top-tier publications barely have time to sort through the pitches that are actually relevant, let alone sift through a flood of emails that aren’t. This creates a real risk for PR professionals:

1. Your emails will be ignored. If a journalist repeatedly receives irrelevant pitches, they may stop opening emails from that PR firm altogether, even when the pitch is relevant.

2. Writers don’t want to work with you or your agency on ANYTHING!!!

Writers appreciate thoughtful, tailored outreach. When they see that a pitch has been sent en masse, it signals a lack of effort and personalization, which can damage relationships.

A Personal Example of "Spray and Pray" Gone Wrong

Before the pandemic (yes, I am still talking about this years later!), I was offered an interview with a celebrity from a beloved 90s sitcom—someone known for their faith and fitness books (but way more so their faith). (I’d name names but I don’t want this to come up on her Google Alerts, but I am sure you can figure it out if you want to).

A true dream for a millennial—I pitched the story to A Sweat Life, a fitness-focused publication I used to write for. On a side note, they’ve pivoted a lot which is why I don’t really write for them anymore, but I have nothing but positive things to say about this publication and their founder. I wish I still had some opportunities there. Yes, I know, I digress…

Though it wasn’t the biggest outlet, I believed it was a great fit for the interviewee’s brand and would introduce her to a fresh audience.

Just as we were about to schedule the interview, the publicist abruptly informed me that the publication wasn’t "big enough" for their client. I was deeply disappointed. While I understand the importance of strategic placements, the entire experience felt disingenuous. It became clear that they weren’t actually offering the interview to everyone they pitched—they were just gauging interest before deciding which outlets were “worthy.” YES, MAJOR ICK FACTOR HERE!

This interaction left a lasting negative impression. To this day, I avoid working with that firm.

The Importance of Curating Media Lists—Don’t Make This Mistake

Beyond simply being ineffective, mass pitching can also be outright offensive if done carelessly. During my fertility struggles, a PR firm persistently sent me pitches about abortion laws and experts—sometimes twice a day. It was equally upsetting and infuriating. While I support the legality of reproductive rights, these pitches were still incredibly painful to receive at that time. I literally cried multiple times at the subject lines. There was no way to avoid it. And yes, I know it’s risky and uncomfortable to share this, but it is genuinely how I feel.

Despite repeatedly requesting removal from their list, the emails kept coming until I explicitly stated my personal struggles. Only then did they stop.

This is a prime example of why blindly pitching without considering the recipient can backfire. Certain topics require sensitivity, and failing to properly curate media lists for these topics can permanently damage relationships with writers.

Quality Over Quantity

Rather than blasting emails to hundreds or thousands of contacts, PR professionals should take the time to research and personalize their outreach. A well-targeted pitch to a journalist who actually covers that subject is far more valuable than sending the same email to hundreds of people who may not be interested.

Dedicating even an hour to curating a targeted media list can significantly improve success rates. Thoughtful outreach fosters stronger relationships, leading to better, more meaningful placements. And at the end of the day, securing one well-placed, well-written feature is far more valuable than sending a thousand ignored emails.

PR is about connection, and that connection is built through personalized, respectful, and strategic outreach—not mass emails that end up in the trash.

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