End-to-end outreach workflow
Vince Nero
Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his 2 kids, enjoying some video games, or watching Phillies baseball.
Brand is just how people relate to you as an entity. Everyone has one.
Start with "who are you?" If you struggle to fill out your About page, you need to start earlier.
Compound association beats the big splash. You don't need huge budgets, but you do need time.
Track AI sentiment, not just Read more
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Start with the most relevant reporter. Review their recent coverage, then try the assignment editor for TV or an editor for print and digital outlets.
Make the local connection clear. Show how your story affects the community, and include local people who can bring it to life.
Match your pitch Read more
Ranking surveys like “Most,” “best,” and “top” slightly outperformed other formats.
Positive headlines earned just 11.2 RD per post, while neutral headlines averaged 16.9, and negative headlines averaged 15.6.
Burnout and financial strain were the strongest emotional hooks.
Money, Read more
Digital PR isn't a direct line into AI answers.
Aim for mentions, not citations.
Brand is a qualifier for news coverage.
Siege's rough baseline for a traditional news fit is 20,000+ monthly searches for the brand, plus a pain point that's both deep and wide.
Stress test every asset: could Read more
SEO isn't going anywhere — but SEOs who aren't adapting are in trouble.
Old-school spam tactics are working again (for now).
There's no excuse not to own your brand's message.
Reputation management now goes beyond your website.
Build your footprint now, before the big spenders lock Read more
A case study is a human story used to prove a specific angle.
Expert commentary and case studies solve different problems — an expert has studied an issue; a case study has lived it.
Journalists now video-call unfamiliar interviewees before running their quotes.
Finding sources is a numbers Read more
Lead with the finding, not your brand — "[Study] 2 in 5 Remote Workers Have Never Met Their Manager in Person," not "New Remote Worker Study from BrandX."
Tag it — "[Exclusive] Sleep Debt Costs the Average Worker 11 Days a Year" outperforms a curiosity-gap tease.
Use a real number, not Read more
Case studies are the single biggest lever in Australian PR — journalists want validation from a real person or customer, not just data.
A "no" over the phone beats a "no" over email — email silence tells you nothing; a phone call almost always gets you a reason and a chance to reshape the Read more
Answer "why now?" first — tie your pitch to your own news, the season, or something already breaking.
Skip forced personalization — only ~25% of pitches reference a journalist's past coverage, and it can backfire.
Give them everything to write the story, not just enough to make them reply.
Read more
Familiar campaign formats are starting to blur together. Survey-led indexes and "most Googled X" pieces still work, but running the same format over and over makes a brand forgettable to journalists and audiences alike.
Start every idea from a "golden nugget" — a genuinely striking stat or insight Read more
