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.
The best beauty PR pitches don’t sell products — they package products inside a larger trend or cultural story journalists can actually run with.
Most beauty outreach fails because PRs rely on mass product blasts instead of understanding how individual journalists actually work and what stories Read more
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AI citations are links or source references that AI platforms use to support and validate their answers in real time.
AI mentions reflect how strongly a brand is associated with a topic based on training data and repeated online references.
To earn citations, content needs to be easy for AI Read more
Here is our list of social media holidays, holidays, and other popular events that you can use to plan your PR campaigns.
Think in markets, not continents.
Build campaigns at the city level.
A strong dataset means nothing if it doesn't reflect the real, lived experiences of the specific community you're targeting.
Front-load your stat in the subject line.
Journalists will often copy-paste it as their headline, Read more
Read recent articles, not just bios.
Use headline keywords as shortcuts.
Never pitch the same story a journalist just covered (unless it's adding new value).
Check for a 30-day publish gap.
Track every journalist your team contacts.
Over the past ~12 years of pitching journalists, Read more
Studying scammy and black hat tactics is one of the best ways to understand how platforms actually work.
If you're not actively occupying the online spaces relevant to your brand — especially Reddit — someone else will.
Since the Helpful Content Update, content quality is what burns domains, Read more
Front-load everything — all platforms pull 82-87% of summary content from the first half of your email.
Keep it simple — longer, complex emails are more likely to have critical information dropped from summaries.
Use bullet points — they're the most reliable formatting tool, influencing Read more
AI-generated pitches are immediately obvious to journalists due to telltale signs like bolded bullet points, capitalized subheads, and low overall quality.
Short, direct pitches that get to the point are paradoxically more likely to land than long, pasted-in press releases because they feel human Read more
Keep your media lists to 15–20 journalists max and make sure every single one is a genuine fit before you hit send
Target journalists who cover your topic regularly and have published within the last month — that's your Goldilocks zone.
Lead your pitch with one to two sentences setting Read more
Focus on earning a few high-quality links rather than chasing volume.
Use tightly targeted outreach instead of mass emailing journalists.
Lead every pitch with a clear, compelling story—not a link request.
Tie campaigns to timely trends, news, or seasonal angles.
Create original, data-driven Read more
