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.
OpenAI partners broadly, but partnerships don’t guarantee ChatGPT citations.
Google uses very little licensed news data for LLM training beyond Associated Press.
Perplexity signs the most publishers, and gets blocked the most.
Microsoft’s deals mainly support Copilot.
Meta mixes licensed Read more
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Synapse was built to move PR pitching out of overloaded email inboxes.
Even perfectly targeted pitches fail when mass “spray-and-pray” outreach overloads the system, so the channel—not just the message—has to change.
Synapse keeps requests, replies, and DMs within the platform.
Traditional Read more
Digital PR works when it’s “good PR” grounded in SEO fundamentals.
Traditional and digital PR are rapidly converging into one discipline.
A sustainable digital PR offering is usually retainer-based and requires steady coverage and links.
The strongest digital PR programs prioritize Read more
Focus on what sparks public opinion and conversation.
Surveys with just 1–2 well-crafted questions can yield strong PR results—don’t overcomplicate it. Simplicity is key for headlines.
Trending or overdone topics (like tipping) can still succeed with fresh, up-to-date data and emotional Read more
Over 50% of journalists rarely receive relevant pitches — hyper-targeted outreach is essential for digital PR success.
Use layered Google search tactics (e.g., allintitle:, site:, date filters) to find journalist-written content by format and topic.
AI tools like ChatGPT work well for finding Read more
79% of top news sites block AI training bots via robots.txt.
Google-Extended is the least blocked among training bots.
71% of sites also block AI retrieval bots.
PerplexityBot, used for indexing, is blocked by 67%.
Only 14% of publishers block all AI bots, while 18% don’t block any.
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Digital PR and traditional PR serve different goals: SEO and link-building vs. long-term trust and credibility.
Digital PR often reports to SEO or marketing, while traditional PR reports directly to the C-suite.
Mislabeling SEO-focused tactics as “PR” creates market confusion and erodes Read more
Agency-sent email addresses have ~15% higher open rates, largely due to more effective subject lines and pitch content.
Brand email addresses drive ~60% more replies, likely due to built-in authority and perceived credibility.
Best performance came from agencies sending from brand domains.
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Start audits with brand immersion, then benchmark against 3–5 direct or challenger competitors.
Prioritize backlink quality, relevance, and link intersections over sheer quantity.
Incorporate AI Overviews (AIOs) and LLM citations into audits, but report cautiously due to evolving tools.
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Strong survey ideas spark real conversation and emotional reactions—talkability is key to virality.
Blend evergreen and timely topics for data stories with both lasting impact and media appeal.
Use diverse question types and audience splits (e.g., generational, behavioral) to uncover multiple Read more
