Digital PR Explained

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.

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.

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.

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.

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.

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.

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.

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.