Meaningful relationships sit at the heart of successful PR activity, hence Wild Card and Wild West’s Better Connected philosophy, which runs through everything we do.

With many such relationships playing out primarily in a digital arena, the new European Union’s General Data Protection Regulation, coming into effect on 25th May 2018, is therefore particularly pertinent to PR practitioners.

While it’s vital that all PR businesses are GDPR compliant in terms of client and prospect data, careful consideration also needs to be given to media data and outreach activity.

The general consensus in the PR industry is that media lists fall into the bracket of ‘legitimate interests’ – ie, media relations activity is central to what we do as a business, and also key to journalists being about to do their jobs. Read a very useful Response Source blog here for more info:

However, the information we send as PRs (whether we’re inhouse or at an agency) needs to be relevant. While the spamming of journalists with irrelevant press releases is something all clever PRs know is counterproductive, from the 28th May it might also land you with a big fine.

So while GDPR won’t mean the end of unsolicited emails to journalists, it will mean that tailoring and bespoke approaches become ever more important.

Something we applaud here! So let’s raise a glass on 25th May to valuable, meaningful and mutually beneficial relationships that enhance connections and get great results for our clients.