PR wisdom from the people doing the work.
We sit down with working PR professionals and ask what actually moves the needle. No theory. No buzzwords. Just honest, practical insight from people who pitch for a living.
Latest perspectives
Shakira Sacks
Founder & Senior PR Consultant · Shakira Sacks PR
“The biggest difference between average and exceptional teams is knowing which ideas to ignore.”
Shakira shares why the teams that consistently outperform aren't the ones with the most ideas — they're the ones that know what to focus on, and why having the confidence to say no is the most underrated strategic skill in modern PR.
Rob Smith
Digital PR Executive · Pure Digital PR
“The strongest digital PR campaigns treat regional press as the foundation of the strategy, not something to fall back on when the nationals say no.”
Rob shares why regional press is digital PR's most underused tool — how most agencies overlook it entirely, how a single Reach pitch can generate 15-20 placements across trusted domains, and why building regional coverage first is what makes national editors say yes.
Leah Daly
Digital PR Manager · fatjoe
“Most clients do not disengage because the results were bad. They disengage because they never fully understood what they were looking at.”
Leah shares why most clients disengage not because results were bad, but because they never understood what they were looking at — and how leading with ROI, showing paid media equivalent value, and making context part of the service transforms client retention.
Gabriella Lucy
Founder & Senior PR Consultant · Gabriella Lucy PR
“The sweet spot of PR campaign ideation is coming up with an idea that a journalist would research and write about anyway.”
Gabriella shares why the most effective PR campaigns are built backwards from editorial — starting with what a publication actually writes — and how spotting the "sweet spot" between PR ideation and independent journalism is what separates campaigns that land from campaigns that get ignored.
Matt Seabridge
Freelance Digital PR Specialist · Digital PR Tips
“Being able to show the impact of your PR stories on revenue is what will separate you from other PR teams.”
Matt shares why link metrics alone no longer satisfy stakeholders, how to build the full chain from coverage to revenue, and why being able to show commercial impact is what separates PR teams that grow their budgets from the ones that lose them.
Lora Thornton
Head of PR · Flaunt Digital
“If journalists know that you consistently provide credible, well-evidenced experts, you stop being just another PR in their inbox and start becoming a go-to source.”
Lora shares why the rise of AI-generated content and fake experts has fundamentally changed how PRs must present their sources — and how making experts effortlessly verifiable is now the difference between a placement and a missed opportunity.
Mady Lanni
PR Manager · Manychat
“PR isn't dead. It's just playing by a completely different set of rules now.”
Mady shares why audience-first has replaced coverage-first, how creators are redefining what a credible source looks like, and why the future of PR means tearing down the silos between PR, social, and influencer teams.
Ruby Robinson
Senior Digital PR Executive · Digitaloft
“The "why now" looks completely different depending on whether you're pitching London or New York.”
Ruby shares how to adapt your "why now" hook for UK versus US press, why subject matter experts are non-negotiable, how to build media lists by reverse-engineering published articles, and what it takes to break into digital PR without a degree.
Grace Tranter
Digital PR Strategist · Digitaloft
“When they recognise your name in a busy inbox, you're no longer just another sender — they already know what you can offer.”
Grace shares why introducing yourself to journalists before you pitch changes everything — plus how Google Alerts can build your media list, and why your pitches need to be inbox-search-friendly.
Emily Radford
PR & Outreach Specialist · Colewood Digital
“Use AI to strengthen your research, not write your pitches for you. We're trying to build trust, not break it.”
Emily shares why quality beats quantity every time, how to use AI without losing trust with journalists, and the small habits — like emailing pitches to yourself — that separate good outreach from great outreach.
Neil McKeown
Freelance PR Consultant · Independent
“Outside of politics or actual crises, interviews can be quite friendly — and are a great opportunity to position your client as an expert.”
Neil shares how to reframe client anxiety about interviews, why most media appearances are more friendly than PRs expect, and the practical tips he gives every client before they go on air.
Becky Lindsay
Digital PR Executive · Digitaloft
“Journalists are inundated with emails — a compelling stat is the easiest way to break through that noise.”
Becky shares five practical tips from the day job — from blocking out morning time for newsjacking and using Google Trends as a hook source, to building a bank of journalist contacts and tracking open rates.
Jake Setterfield
Director · Fieldcraft Communications
“Good storytelling isn't just what you say, but what you say first, what you hold back and why it matters.”
Jake shares why structure is the missing ingredient in most B2B content — from choosing between long-form and short-form, to the simple questions you should ask before writing anything.
Charlotte McManus
Digital PR Manager · Digitaloft
“Put yourself in your target audience's shoes. What will stop them in their tracks and make them think?”
Charlotte shares why understanding your target audience is the foundation of every campaign, how Reddit reveals what people genuinely think, and why every pitch should feel like it was written for one journalist only.
Emma Streets
Director · Streets PR
“Building relationships in person wherever possible will only ever benefit you.”
Emma shares why building relationships in person still matters after 20 years, how to become the ultimate nerd on your client's market, and why staying open to new platforms keeps you ahead.
More perspectives coming soon
We're talking to more PR professionals. Check back for fresh insight.