Digital PR Explained is a podcast that simplifies the world of digital public relations. Hosted by Britt Klontz, this show serves as your guide to understanding the ins and outs of digital PR. In each episode, Britt dives into different aspects of digital PR, breaking down tactics, strategies, and success stories in a clear and approachable way. Whether you're an experienced PR professional looking to stay informed or new to the field and eager to learn, this podcast is designed for you.
35 min
In this episode, Nick Huber walks through his five tips for pitching national media, and none of them involve AI. He covers why pitching a follow-up to a reporter’s old story can beat your product news, what to do about clients who hand over crumbs and expect a banquet, and how a single freedom of information request can turn into an exclusive.
22 min
Alex Lockie, executive editor at CCJ Digital and Overdrive Online, gets pitched constantly and reads almost none of it. In this episode, he breaks down exactly what makes him open an email (specific, casual, clearly written by someone who knows his beat) and what gets an instant delete (anything that smells like AI or PR). He also shares the pitch that used AI to analyze 8,600 Federal Register comments and landed him a story, and explains why he thinks of most PR relationships like a dating app he's trying to spend as little time in as possible.
25 min
Amanda Natividad has a theory: PR has always been zero-click marketing. You don't ask a reporter to link back; you just want the mention. In Part 2, she breaks down why AI visibility is finally putting a number on something PR people have never been able to prove, the tools she uses to track it, and why the very thing that makes PR hard to measure might be exactly what makes it valuable.
35 min
In this episode, Nick Huber walks through his five tips for pitching national media, and none of them involve AI. He covers why pitching a follow-up to a reporter’s old story can beat your product news, what to do about clients who hand over crumbs and expect a banquet, and how a single freedom of information request can turn into an exclusive.
22 min
Alex Lockie, executive editor at CCJ Digital and Overdrive Online, gets pitched constantly and reads almost none of it. In this episode, he breaks down exactly what makes him open an email (specific, casual, clearly written by someone who knows his beat) and what gets an instant delete (anything that smells like AI or PR). He also shares the pitch that used AI to analyze 8,600 Federal Register comments and landed him a story, and explains why he thinks of most PR relationships like a dating app he's trying to spend as little time in as possible.
25 min
Amanda Natividad has a theory: PR has always been zero-click marketing. You don't ask a reporter to link back; you just want the mention. In Part 2, she breaks down why AI visibility is finally putting a number on something PR people have never been able to prove, the tools she uses to track it, and why the very thing that makes PR hard to measure might be exactly what makes it valuable.
14 min
Amanda Natividad told me something she's never said publicly: good PR people could run a company. Not help run it. Run it, as CEO. She backs it up with a story from her Fitbit days: a press release, an internal team that wouldn't let a single claim slide, and a blog post that outranked the official announcement for years. Part 1 of 2.
36 min
Maria Korolov discovered fully fabricated AI-generated research on a reputable cybersecurity company's blog: fake Gartner stats, fake analyst reports, all of it. The company took it down, but the fake data is still circulating. In Part 2, Maria walks through what happened, what journalists are doing differently because of it, and what PR pros need to know about source credibility, expert quotes, and why she's done with HARO.
15 min
Maria Korolov, an award-winning technology journalist for CIO, CSO, ComputerWorld, and NetworkWorld, shares what a well-managed embargo looks like from a journalist's perspective. In next week's episode (part 2), Maria walks us through the moment she discovered a cybersecurity company's blog post was full of fabricated AI-generated statistics citing reports that don't exist. The fake data got picked up by other publications, and it's still circulating today.
41 min
If you've noticed that getting people to your website feels harder than it used to, you're not imagining it. More than two-thirds of searches now end without a click, and that number is only going up as AI answers replace the ones people used to find on your site. Rand Fishkin, CEO of SparkToro and co-author of the upcoming book Zero Click Marketing, joined the show to talk about what this shift actually means for PR pros. Spoiler: it's not bad news. We get into why the channels and tactics PR has always relied on are exactly what brands need right now, and how to think about building influence when traffic is no longer the goal.
18 min
Want to know what journalists actually think about your pitches? Spoiler: 72% say fewer than a quarter of what lands in their inbox is relevant to them. Cision surveyed 1,800+ journalists and the results are worth your attention. I break down the key takeaways from their 2026 State of the Media report and share what I'm seeing play out in real life.
9 min
A niche regulation. Thousands of public comments. One skeptical editor. In this solo episode, Britt walks through a real campaign where AI did the heavy lifting by making sense of a mountain of public record data fast enough to matter. She breaks down the strategy, the journalist response, and what it actually means to use AI well in PR.
14 min
Barron's recently found one sentence construction showing up across thousands of corporate documents, earnings calls, and press releases and it is a phrase that barely existed two years ago. It's called the Great Flattening, and PR pitches are not immune. In this solo episode, Britt breaks down why AI-assisted pitches are increasingly blending together and introduces the POINT Check, a five-question framework you can run any pitch through before you hit send.
20 min
In this episode, I’m joined by freelance journalist Kris Ann Valdez to talk about what it actually looks like to source experts through Qwoted. We get into the volume of pitches journalists receive, why even strong responses don’t always make it into a story, and how Kris Ann decides who to work with when she has multiple good options. She also shares how a source she didn’t use for one article ended up being the perfect fit for another, which is a good reminder that silence doesn’t always mean your pitch missed.
21 min
In this episode, I’m joined by Emma Thumann, a reporter at Campaign US covering the agency world. We break down what actually makes a story worth covering, from the pitch that caught her attention to why it turned into a follow-up piece a year later. We also get into what helps (and hurts) your chances in a crowded inbox, how to stay relevant to a journalist over time, and the small details that can make their job easier.
24 min
If “spray and pray” doesn’t work, what do we do instead? In Part Two, Vince Nero and I get into what more intentional outreach actually looks like, from understanding how journalists work to rethinking what a “win” really is.
22 min
It’s never been easier to send more emails, but that doesn’t mean it works. In this episode, Vince Nero, Director of Content Marketing at BuzzStream, shares what millions of outreach emails reveal about what’s actually driving results in PR today.
26 min
When a sabbatical pitch wasn’t landing, Shara Seigel didn’t scrap it. She parked it. In this episode, Shara, VP of Media Strategy at Mission North, shares how one reporter conversation helped her pivot the angle into a timely, relatable story about using AI to ease the “post-PTO scaries.” We break down how she reframed the hook, packaged multiple client perspectives without offering an exclusive, and turned rejection into meaningful coverage. If you’ve ever wondered whether to let a quiet pitch go or keep pushing, this episode is your reminder that rejection can be redirection.
25 min
In this episode of Digital PR Explained, Britt Klontz sits down with Luz Corona, U.S. Editor of Campaign, to talk about how editorial podcasts really come together. Luz shares what influences guest selection for Campaign Chemistry, why most great episodes start as editorial conversations (not pitches), and what PRs should keep in mind when pitching podcast guests. It’s a candid look at timing, relationships, and what makes a conversation worth booking.
34 min
The pitch emails discussed in this episode are included in the show notes and available to read as you listen. In this conversation, Britt speaks with freelance writer and editor Daria Smith about how a press trip pitch has evolved over time. They unpack what stood out in the initial outreach, why an exclusive angle didn’t move forward, and how a reframed pitch ultimately became a published story in a top-tier lifestyle publication.
22 min
What does it really take to get a celebrity on board for a purpose-driven campaign and make sure the spotlight stays on the cause? In this episode, journalist-turned-PR-pro Nez Sevim-Lawrence shares how she vets celebrity partners, navigates potential risks, and ensures media coverage is meaningful (not just flashy). From coordinating with Judi Dench to managing unexpected red flags, Nez offers a behind-the-scenes look at what makes these campaigns successful and what can cause them to fall flat.
22 min
The story behind your brand can be the difference between a pitch that’s ignored and one that lands. In this episode, Nicole Pomije, founder of The Cookie Cups and co-founder of Pitch Peach, shares how she’s turned personal milestones, pivots, and challenges into national media coverage. From tailoring your pitch to different audiences to building lasting journalist relationships, you’ll learn how to craft and share a founder story that actually gets a response.
21 min
When Kendrick Lamar took the stage at the Super Bowl halftime show, he was wearing a brooch from Yael Fraynd’s client, Rahaminov Diamonds. In this episode, Yael shares how a last-minute stylist text turned into a career-defining PR moment and what it really takes to be the kind of team stylists trust when it counts. From building relationships to managing expectations, this one’s packed with lessons for PR pros across every industry.
30 min
Landing a CNN segment isn’t about one perfect pitch; it’s about timing, persistence, and a lot of behind-the-scenes prep. In this episode, Natalia Buia of Gold Candor PR shares how she secured a feature for her client, DeepMedia, on Anderson Cooper 360. We cover what made the story stand out, how she supported producers, and why patience is a must in broadcast PR.
32 min
What do spy balloons, Taylor Swift, and a viral WIRED video have in common? Aliza Bran. In this episode, Aliza, Director of Media Relations at the International Spy Museum, shares the story behind some of her wildest PR wins, including a cold pitch that became one of WIRED’s biggest YouTube hits. We talk about what makes a successful media relationship, how to pitch unconventional stories, and why curiosity is a PR pro’s greatest asset.
26 min
Crisis comms expert Gayle Falkenthal joins the show to unpack the San Diego Pride leadership fallout: what went wrong, what should’ve happened first, and how nonprofits can rebuild trust when internal issues go public.
9 min
Public media is at risk of significant funding cuts, and PR professionals should take note. In this episode, I share why this issue is personal to me, why it matters to the future of journalism and public relations, and what we can actually do to push back.
9 min
In this solo episode, Britt explains how consistent, strategic thought leadership can help journalists find you. Learn why your online presence matters more than ever in the age of AI-powered search and how to build one that attracts media attention. Includes real examples, actionable tips, and suggestions for tools like SparkToro and BuzzSumo to help you get started.
22 min
When Kellie Walton, founder of Modern South, was uninvited from a press trip for not being “established enough,” it sparked a bigger conversation about how PR pros evaluate media value. In this episode, Kellie shares what happened, why niche media should never be underestimated, and how to build better relationships with freelance writers and emerging publishers.
9 min
Want to know what makes journalists roll their eyes, delete your pitch, or block you entirely? Cision asked 3,000+ journalists. I break down the key takeaways from their 2025 State of the Media report and share how I’m using the data to rethink how I show up in their inboxes.
23 min
Britt Klontz is joined by writer and content strategist Sean Curry to talk about a growing issue in media outreach: sameness. Sean explains why so many AI-assisted pitches fall flat, how journalists can spot them instantly, and what PR pros can do to stand out.
20 min
Freelance journalist Andrew Hirschfeld shares what PR pros often get wrong when pitching freelancers and what actually stands out. From exclusives and event invites to casual conversations and timing, Andrew breaks down how he evaluates pitches, builds stories, and decides what’s worth taking to an editor.
8 min
Google I/O 2025 introduced the most significant changes to Search we've seen in years, from AI Overviews and agentic search to personalized results and multimodal discovery. In this episode, Britt Klontz breaks down what these updates really mean for PR pros and why now is the time to think beyond links and big-name coverage.
35 min
Ross Wilkers, Senior Staff Writer at Washington Technology and host of the WT360 podcast, joins me to break down a recent episode he produced after discovering a company’s LinkedIn content. We discuss how that thought leadership led to a podcast feature, what PR pros can do to help their clients get invited on industry shows, and why strong bios and responsiveness matter. Ross also shares practical tips on building relationships with journalists, what makes a guest memorable, and why sharing your expertise publicly still works.
24 min
Nina Pfister, co-founder of MAG PR, joins Britt to share how her team uses a streamlined, AI-assisted workflow to scan the news, personalize pitches, and land high-quality coverage quickly. From their “Show Me You Know Me” philosophy to recent wins with CNBC and PitchBook, Nina breaks down what it really takes to pitch smarter and build stronger journalist relationships.
8 min
Faking expertise might seem like a shortcut to better SEO and media coverage, but it almost always backfires. In this episode, Britt Klontz breaks down why fake experts are hurting brands more than helping them, and what you should do instead. Learn how to spot real expertise, why it matters for EEAT and AI-driven search, and how to build trust that actually lasts.
19 min
What does it take to keep a podcast growing year after year? Meg Carney, host of Outdoor Minimalist, shares how she collaborates with a publicist to promote every episode, why she prioritizes industry impact over viral buzz, and the small moves that make a big difference.
20 min
When Meg Carney set out to create a limited-series podcast about toxic chemicals in outdoor gear, she brought on a PR pro to help get the word out. The result? A #1 Apple Podcast and coverage in outlets like National Geographic. In this episode, Meg shares what went into the launch, how PR helped amplify the show, and why industry-specific coverage made all the difference.
7 min
In this solo episode, Britt explains what to do when your data-led pitch isn’t landing. From adding context to translating impact, learn a few simple ways to turn small or underwhelming stats into angles that journalists actually care about, all in under 8 minutes.
24 min
Want to land your story on local TV? In this episode, Joe Donatelli, Digital Director at News 5 Cleveland, shares insider tips on how PR pros can successfully pitch to local newsrooms. We cover who to pitch, what makes a story stand out, why exclusivity matters, and how PRs can seamlessly support TV journalists. Plus, Joe reveals under-the-radar opportunities that PR pros often overlook.
42 min
In this episode of Digital PR Explained, Emmy-winning journalist Lindsey Mastis shares how PR professionals can successfully pitch AI and tech stories to the media. She walks us through a standout pitch that led to her viral story on using AI to learn the violin, highlighting the power of excellent logistics, compelling visuals, and well-prepared experts. Lindsey also reveals the biggest mistakes PR teams make when pitching and shares insider tips on building strong media relationships.
21 min
Are backlinks outdated? Beth Nunnington, Global VP of Digital PR at Journey Further, shares why traditional SEO strategies need a refresh. She breaks down how brands should focus on off-page trust signals, the role of AI in search, and a case study that skyrocketed rankings and engagement.
32 min
Want to land a byline in Store Brands? Greg Sleter, Executive Editor & Associate Publisher, shares exactly what makes a strong pitch for the Viewpoints column. He explains the key elements of a successful pitch, common mistakes PR professionals make, the types of stories he’s looking for, and how to build meaningful relationships with trade journalists.
17 min
In this episode, Matt Prince, founder of For You Path, shares how his personal experience with mentorship inspired him to create a free resource connecting young professionals in PR, communications, and marketing with mentors, tools, and opportunities. Matt discusses the importance of mentorship in shaping the next generation of industry leaders.
16 min
PR reporting has long been stuck on outdated metrics like unique visitors per month (UVPM), but as digital PR evolves, so should the way we measure success. In this episode of Digital PR Explained, host Britt Klontz sits down with Michelle Songy, CEO and Founder of Press Hook, to discuss why it’s time to rethink PR metrics. Michelle shares why UVPM alone isn’t enough, how brands can track meaningful ROI from PR hits, and what the future of PR measurement looks like in the age of AI and search-driven media. From Google rankings to ChatGPT citations, this conversation is packed with actionable insights for PR professionals looking to prove impact beyond vanity metrics.
19 min
Getting booked on a podcast is just the beginning. What you do next determines the impact. In this episode, publicity strategist Beth Nydick shares how to turn podcast appearances into business opportunities. She talks about common media myths, practical follow-up strategies, and ways to engage the right audience. Whether you're an entrepreneur, PR professional, or thought leader, this episode offers useful advice on making the most of your media appearances.
19 min
In this episode, Matt Prince, head of PR at Taco Bell, takes us behind the scenes of the brand’s most innovative campaigns, including the "The Cantinas" retirement community and the Live Más Live event. Learn how Taco Bell leverages consumer insights, bold creativity, and a touch of humor to connect with customers and maintain its status as a cultural icon.
21 min
Award-winning travel writer, columnist, and TEDx speaker Sucheta Rawal shares how Substack has become a powerful tool for PR professionals to connect with journalists. We break down the details of a standout pitch Sucheta received, including what made it compelling, from personalization to thoughtful follow-ups, and how it led to a feature story. Tune in to learn actionable tips on crafting pitches that resonate and how to leverage Substack to build stronger media relationships.
15 min
In this episode, journalist and content strategist Matt Swenson shares insights from his 20 years in the industry, including how PR professionals in the sports world and local tourism can adopt a newsroom mindset. We explore the importance of timeliness, authentic storytelling, and relationship-building using a standout campaign from Hattiesburg, Mississippi, as a case study.
19 min
This episode explores why niche publications are often more effective than big-name outlets. Host Britt Klontz chats with Jennifer Ringler, founder and CEO of ReadHealthy Communications, about connecting with the right audience through targeted media. Jennifer shares tips for identifying niche publications, creating compelling pitches, and setting realistic client expectations. She also includes a case study featuring a biobank client who leveraged industry insights to build trust and credibility.
18 min
In this episode of Digital PR Explained, Dan Berthiaume, Senior Editor of Technology at Chain Store Age, shares his expert advice on crafting pitches that stand out for exclusive Q&A interviews. Dan shares the key elements of a successful pitch, common mistakes to avoid, and emerging retail tech trends to keep on your radar.
21 min
Freelance journalist Cassandra Brooklyn joins Digital PR Explained to discuss how she selects products for her articles and what PR pros need to know about pitching. From affiliate links to product showcases, Cassandra shares tips for building better relationships with writers and getting your pitches noticed. Featuring insights from her work for Forbes, CNN, and Travel + Leisure.
16 min
In this episode of Digital PR Explained, Britt sits down with Laura Dunn, Senior Manager of Strategic Communications at Embrace Pet Insurance, to uncover how brands can repurpose influencer content. Laura shares creative ways to turn influencer partnerships into media pitches, case studies, and more. This episode contains actionable advice to help you amplify your campaigns and boost collaboration across teams.
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