Pitch the shift, not the problem. An evergreen issue ("women don't understand their hormones") isn't news on its own. Chase counterintuitive data, not confirmatory data. The "obvious" result typically doesn't work. Write for the consumer, not the journalist. What would the target audience would Read more

URL accessibility is the top citation factor Ranking for query "fan-outs" (the secondary searches AI runs alongside the main query) matters more than any single keyword ranking Matching your content's structure to the answer format correlates strongly with getting cited. llms.txt has zero Read more

Self-promotional listicles are already getting hit. Google has changed how it ranks this content, and ChatGPT appears to be following suit. A lot of what's "working" right now, like prompt injection widgets, paid mentions, scaled comparison pages is a liability in disguise. E-E-A-T isn't a Read more

SEO and digital PR work best together—not in isolation. Think "three legs of the stool": technical SEO, content, and link reputation. The best campaigns have all three—a commercial angle, a PR hook, and SEO value. Tie campaigns to specific products to draw a clear line from coverage Read more

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