Digital PR Explained

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.