Stop chasing journalists with generic pitches. Build the systems that make them come to you for expert commentary and genuine relationships.
Your agency's digital PR might be sabotaging client relationships. Most agencies flood journalists with generic pitches, burning bridges and delivering zero results. This playbook breaks down how to flip the script—building operational systems so sophisticated that journalists reach out to you first for expert commentary.
Most agencies approach digital PR like a numbers game: send more pitches, get more coverage. But this volume-first approach burns journalist relationships and damages your agency's reputation in ways that compound over time.
The agencies winning at digital PR have stopped chasing journalists entirely. They've built systems that position their clients as go-to experts, creating inbound opportunities that convert at dramatically higher rates.
Master these four areas to transform outbound pitching into inbound opportunities that convert at dramatically higher rates.
Build systems to track journalist relationships, interests, and engagement over time
Deliver quality expert quotes within the 2-4 hour journalist deadline window
Stand out from AI-generated pitches with genuine, personalized outreach
Protect clients from harmful placements that damage rankings or reputation
The foundation of sustainable digital PR isn't a pitch template—it's a relationship management system that tracks journalist interactions, interests, and engagement patterns over time.
"Journalists get hundreds of pitches daily, and most are garbage. The ones that stand out come from people who actually understand what I write about and offer genuine expertise."
— Kris FlankThe agencies that get the best coverage are the ones who invest in relationships. They're not just pitching—they're building genuine connections with journalists over time.
The fastest path to journalist relationships is becoming their reliable source for expert quotes. This requires operational systems that can deliver quality commentary within the journalist's deadline window—typically 2-4 hours.
Speed is everything in expert commentary. Journalists often quote the first qualified expert who responds, not the best one. If you can't respond in 2-4 hours, you've already lost the placement.
With 70%+ of pitches now AI-generated, journalists can spot template-based outreach instantly. The pitches that get responses demonstrate genuine understanding of the journalist's work and offer truly unique angles.
Avoid these common mistakes that destroy journalist relationships before they start.
"I loved your recent article about [TOPIC] and thought you might be interested in covering [COMPLETELY UNRELATED PITCH]..." — The copy-paste formula that journalists delete instantly.
Journalist requested expert commentary at 9am, you responded at 5pm. They already published with your competitor's quote. The window closed hours ago.
Sending 100 pitches per week to build "coverage" while response rates crater. Each ignored pitch trains the journalist to delete your emails automatically.
"The agencies that win don't send more pitches—they send fewer, better ones. One thoughtful pitch to the right journalist beats a hundred template blasts."
When 70% of pitches are AI-generated garbage, being a real human who's done their homework makes you stand out. Take the time to actually read what they write about.
Not all coverage is good coverage. A quality control system protects your clients from placements that could damage rankings or brand reputation—even when they're specifically requested.
A client demanded links from a list of 15 sites with DA 50+ scores. Analysis revealed these sites had combined traffic of just 200 visitors per month—classic link farms. The agency refused the order and presented the risk analysis with specific penalty probability estimates.
An agency built an expert commentary system with pre-approved quotes and 2-hour response SLAs. A major publication reached out at 10am for a CEO quote. The agency responded within 90 minutes with a polished, quotable comment. The resulting coverage led to 3 additional inbound journalist requests that month.
Sometimes you have to say no to clients. If they want links that will hurt their rankings, it's your job to protect them—even from themselves. That's what builds real trust.
Choose the pricing model that matches your agency's positioning and client expectations.
Charge per successful placement. Works for agencies confident in their success rate. Risk: incentivizes quantity over quality.
Base retainer plus bonuses for high-value placements. Balances predictability with performance incentives.
Monthly fee for expert positioning and journalist response systems. Premium for brands wanting thought leadership.
Comprehensive coverage including strategy, outreach, and quality control. Premium pricing for enterprise clients.
The best digital PR isn't about getting more links—it's about getting the right links. One placement in a publication your client's customers actually read is worth more than ten placements nobody sees.
Your agency's size determines which pillar delivers the fastest ROI. Focus your initial efforts here.
| Priority | <20 Clients | 20-50 Clients | 50+ Clients |
|---|---|---|---|
| Primary Focus | Expert Commentary | Quality Control | Relationships |
| Key Metric | Response Time | Link Quality Score | Relationship Value |
| Typical Pain Point | Missing opportunities | Risky placements | Inconsistent results |
| Quick Win | HARO monitoring | Traffic-first vetting | Journalist CRM |
Work through these action items to transform your digital PR system. Check items as you complete them—your progress saves automatically.
This playbook is based on Episode 002 of The Agency Engine Room. Listen to the full conversation with Kris Flank for even more insights.
Listen to the Full Episode