International digital PR still runs on the same fundamentals — relevance, accurate data, and journalist relationships — no matter the market. Native speakers on your team are non-negotiable for real, long-term success; translation tools alone won't build relationships. Journalists work Read more

Newsrooms are far more KPI-driven than most digital PRs realize. Journalists have daily and monthly unique-page-view targets. The "pub test" still rules. If you can't explain your campaign in a punchy one-liner that would spark a conversation in a pub, you've overcomplicated it. Go social-first Read more

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

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

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

“Google Zero” is overstated — traffic isn’t vanishing, growth has just leveled off. SEO is now a zero-sum game — if you win the click, someone else loses it. Many publishers mistake flat traffic for actual decline. AI overviews reduce clicks, but they’re not the core problem. Read more

There is typically a disparity between links and the bottom line. A lot of the time, a link-building agency may be contracted to just get links or drive organic traffic, but there's no clear throughline to how it impacts the company's bottom line. And even if you are doing what you are hired for —building Read more

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

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