I am personally amazed how often journalists give out about how badly PR people use e-mail.
Every PR-journalist event I have attended since around 1998 has included a journalist giving out about PR people and e-mail.
The etiquette of PR e-mail is well established. There is no dark science, no secrets, yet it continues.
I recently gave a talk to some PR students and when I raised this issue and explained to them to do’s and don’ts, a number of them actually started arguing with me that I was wrong and it was perfectly acceptable to send unsolicited attachments, HTML e-mails with nice fonts and colors etc.
Ben Silverman over at PR Fuel provides an overview of his pet e-mail peeves (just in case you think I’m making it up).