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In this episode of the Digital PR Podcast, Louise Parker and Stephen Baker sit down with Brett Farmiloe, Founder of Featured and current leader of HARO (Help a Reporter Out). Together, they unpack the evolving landscape of expert commentary and media outreach, exploring how to stand out in a world increasingly cluttered by AI-generated spam. Brett shares practical insights into what makes a pitch truly land: being helpful, authentic, relevant, and timely. He also calls out the pitfalls of the scattergun PR approach, where mass pitching often comes at the cost of relevance and credibility. If you're looking to elevate your expert outreach and stay ahead of the curve in the AI era, this episode is packed with valuable takeaways.
00:01:15 - What Makes a Great Pitch? Brett outlines the key elements of an effective pitch, emphasising the importance of quality over quantity.
00:06:43 - Navigating AI in Journalism The discussion on the impact of AI on journalism and the challenges it presents, including the need for transparency and verification of sources in the age of AI-generated content.
00:08:24 - How to Use HARO Effectively Brett explains how HARO operates, detailing the process for journalists and experts to connect through the platform, and the importance of timely responses.
00:12:06 - Future of the Expert Economy Brett expresses optimism about the expert economy's growth, highlighting the increasing demand for genuine human insights in a landscape dominated by AI.
00:24:01 - The Role of PR and SEO in Expert Commentary The conversation explores the differences between PR and SEO approaches to expert commentary, discussing the importance of authenticity and the potential for abuse in both fields.
00:35:36 - Final Thoughts and Advice for PR Professionals Brett offers practical advice for PR professionals on how to elicit engaging commentary from clients, emphasising the value of collaboration and creativity in the process.
Check out the full transcript here.
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About the Digital PR Podcast
Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.
To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.
The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.
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