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.
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Build your footprint now, before the big spenders lock Read more
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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.
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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
Becca Peel is the Head of Digital PR at Tank.
She and I met at the Digital PR Summit in Manchester, where we talked about this episode's topic: case studies for journalists and why they matter so much right now in this age of AI uncertainty, when people aren't always sure who's real. It's causing Read more
BLS counts 39,250 in 2025 (not including freelancers)
Census counted roughly 87,000 working journalists in 2024 which includes freelancers.
BLS counts fell from 64,590 in 1999 to 39,250 in 2025.
Census journalism employment increased between 2018 and 2021, then remained essentially flat Read more
BuzzStream is best for relationship-first outreach; Pitchbox is built for high-volume, automated link building.
BuzzStream's biggest advantage is its integrated CRM, which gives teams shared access to every contact's emails, replies, notes, and campaign history.
Pitchbox stands out for automation, Read more
Publishers now capture only a couple of percent of UK digital ad revenue.
Fully AI-fabricated "experts" are getting quoted ed in hundreds of mainstream news articles.
DMCA takedown requests are being weaponized to remove legitimate journalism.
Local journalism employment in the UK's largest Read more
