Here’s a scenario that plays out constantly and gets treated as a dead end when it isn’t: a journalist mentions your brand by name, the piece goes live, there’s no link — and nobody follows up. The campaign gets marked as a partial win, everyone moves on, and a completely recoverable backlink just evaporates. An…
Most brands only try digital PR when something “big” happens — a launch, a funding round, an anniversary. Then the news dries up, the outreach stops, and six months go by with zero new mentions. That’s backwards. The brands that earn mentions consistently aren’t the ones with the most news — they’re the ones who’ve…
A Complete Digital PR Prospecting Playbook: Google X-Ray Search, Social Media Recon & Free Media Databases Why Finding the Right People Is Harder Than Writing the Perfect Pitch Most digital PR content stops at the outreach email. Subject lines, personalization tricks, follow-up cadences — plenty has been written about how to pitch. Almost nothing has…
A journalist covering a beat with any real audience gets somewhere between 50 and 200 pitches a day. Most get a glance, three seconds, maybe five, before the delete key. The ones that survive share almost nothing in common with what most brands send. This is the part of digital PR where a great target…
Here’s the mistake almost everyone makes on their first digital PR campaign: they buy a media database, export 3,000 contacts in “your industry,” and start sending. Three weeks later, the numbers come in. 2% open rate. Four replies. One of them is an auto-response from an email that’s been dead since 2023. The client asks…
Most “digital PR” content online is either old-school press-release spam dressed up in new language, or link-building content that pretends journalists don’t exist. Neither works anymore. Digital PR sits at the intersection of two disciplines that used to be separate: traditional media relations (the art of getting a human being at a publication to care…