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.
Stick to core PR and SEO fundamentals instead of chasing every new LLM trend.
Invest in niche sites and communities where your audience actually spends time.
Ensure your brand messaging is clear and consistent across your site and third-party mentions.
Regularly search your brand and category Read more
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Relationships drive results: prior replies lead to 1.5x more opens and 19x more responses
A single reply isn’t just engagement—it’s a relationship trigger that compounds future outreach success
Recency matters: journalist relationships decay significantly after ~90 days
Even after Read more
Relevance matters most—don’t pitch journalists things they don’t cover
Use small, targeted media lists instead of mass outreach
Lead with a clear story idea (headline + angle), not a long press release
Build relationships so your emails get prioritized in crowded inboxes
Be reliable Read more
Create newsworthy, data-driven stories—AI rewards original insights it can’t generate itself.
Focus on entity authority, not just links—get your brand mentioned across many relevant platforms.
Build topical dominance with fewer, stronger pages (10x content), not lots of thin content.
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Overall, about 3% of all news citations came from publishers with confirmed OpenAI or Google data partnerships.
Less than 1% of citations from Gemini, AI Mode, and AI Overviews came from Google’s confirmed partner, the Associated Press.
28.5% of ChatGPT news citations came from OpenAI partners, Read more
Around 75% of sites blocking OpenAI or Google AI bots still appeared in AI citations.
Roughly 95% of the cited pages blocked GPTBot or Google-Extended, the bots used for model training.
About 70% of ChatGPT citations came from sites blocking ChatGPT-User or OAI-SearchBot, which power live Read more
Effective PR for apps in crowded markets starts with finding a real story that benefits people, not just promoting the product itself.
Strong PR teams create news instead of waiting for it, using tactics like newsjacking, data reports, or product tweaks tied to cultural moments.
Every pitch Read more
Always build multiple angles into a campaign so you have a backup if the lead story doesn't land.
Map your ideas against a press coverage vs. on-brand matrix before you commit to them.
Check how many articles have been written about your topic in the last year — if it's low, think twice.
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News publications account for 14% of AI citations in the study.
Citations from news publications primarily come from decision-making prompts. (18%)
True news content beats out affiliate-driven news content in AI citations.
Syndication (6%) and newswires (0.21%) deliver minimal AI visibility.
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Images don’t noticeably affect open and reply rates.
Images can hinder deliverability if used inappropriately via the spray-and-pray technique and high volumes.
Images are essential for product PR.
Images can be a difference-maker for expert commentary as fake experts are at an all-time Read more
