Domenica D'Ottavio

With Gmail's AI Inbox now reaching paid US Workspace accounts, most reporters will see your pitch FIRST as a short Gemini summary. These summaries are brief and lean heavily on the beginning of an email, so anything buried lower down tends to disappear. So get to the point - fast. Don't bury the lead.

Give journalists something they can't get anywhere else. Original data beats fluff every time. And pair it with expert commentary and you have something authoritative that journalists can trust. Before you pitch, ask yourself, “Is what we're saying different, surprising, or something a journalist can't find anywhere else". You need to be adding value.

Its 2027 - please measure beyond links. Coverage counts, yes, but also branded search lift, referral traffic, and whether your brand shows up in AI-generated answers for your priority topics. Data is more connected than ever - use it to share real meaningful impact.

In a world of AI pitching, relationships are more important than ever. Best PR practice has never treated pitching as transactional, but this is important to remember now more than ever. Read what reporters write, share their work, and only pitch them something when you’re genuinely relevant to them.