I was going to send these newsletters out every month… but let’s be honest, good PR isn’t always that tidy. So as well as monthly, I’ll be popping into your inbox whenever there’s something worth sharing – whether it’s a tip, a mistake, or a campaign that actually worked.
Summer Digital PR To-Do List
For Digital PRs who want to stay sharp while the inboxes go quiet
Summer’s a weird one. Out of offices everywhere, journos ducking out for Glasto or a long weekend, and reactive stories drying up unless you’re quick. But if you time it right, it’s also one of the best seasons for getting links in places your competitors have forgotten even exist.
Here’s what to get sorted now…
Start Autumn Planning Now
Commission data, pitch for expert quotes, and line up your angles. Come September, newsrooms are ruthless. If you're not ready to go in week one, you'll be weeks behind.
Lock In Your Journalist Lists (and Backup Contacts)
People move around a lot in summer – and you won’t always know who’s off until it’s too late. For every key publication, aim to have at least two solid contacts lined up. That way, if your first outreach lands in an OOO, you’re not stuck waiting or scrambling.
Stay Nimble with Reactives
From heatwaves and hosepipe bans to "UK's most chaotic airports"—summer throws up gold-dust stories with 24-hour windows. Set Google Alerts, Reddit tabs, and Twitter/X columns now.
Package Things Lighter
Summer inboxes need fast wins. Keep pitches short, visual if you can, and timed for Tues–Thurs AM.
Create a Quick-Release Story Bank
Line up a few non-seasonal angles that can go live the minute you’ve got a quiet day.
Get Internal Sign-Off Now
No use having a red-hot story if the brand’s contact is on a beach in Ibiza. Push for early approvals
A Client Made Me Cry
I always, and still do sometimes…take things really personally. So when this client demanded a refund, I just cried.
Not because he was rude or out of line. But because he completely dismissed the strategy, the graft, the hours behind the scenes. He didn’t see it. Or maybe he didn’t want to.
We landed coverage on The Sun USA, NBC syndication across the States, and a bunch of strong lifestyle links. But none of that seemed to matter.
And that’s the bit that stings. What about the groundwork? The brand-safe angles I filtered, the multiple press releases, the journos I followed up with three times over? That is the campaign. That is the job.
It’s easy to reduce PR to a link count on a spreadsheet—but that’s not what makes campaigns credible, or ethical, or smart. And if you’re chasing SEO wins at the expense of all that… I’m not your girl.
It hurt. But it taught me something. Set firmer boundaries. Be clearer about what’s included. And above all - don’t let someone’s KPI obsession erase the work you know was solid.
Anyway rant over x
This Digital PR comment got me fired…
I didn’t really think I’d tell this story, but it still makes me laugh to this day, not because it was funny, but because it was one of those “oh shit, what have I done?” moments.
You know how it goes. Sometimes in reactive PR, we get a bit too excited. We’re trained to spot an angle and go. But this time... I jumped way too far.
The story? I commented on a true crime documentary and why some people are more likely to fancy murderers that had been glamourised in the media.
That wasn’t the bit that got me in trouble - mainly because the angle didn’t land. I should’ve stopped there. Read the room. Moved on.
But no. I decided to run search volume on the “sexiest murderers” (yep... think Jeffrey Dahmer). WHAT. A. TWAT.
First of all, I was working at an agency and this was a bit of side hustle work. Mistake number one: don’t blur the lines, talk to your managers about side projects. They’d probably have been fine with it if I’d just been upfront.
The real kicker though? I sent it out from my agency work email. Like, come on. FFS.
But the most important lesson - and the bit that still sticks with me, is this: these were real victims. Real families. Real pain. And absolutely nothing is worth trading in basic humanity for a backlink. Not for a client. Not for your CV. Not ever.
That one’s on me. I messed up. But I won’t make that mistake again.
Stop Getting Ignored: Subject Lines That Work
10 quick tips for writing subject lines that make journalists click
Use the words “Data reveals” or “New study shows” early on
Journos love data-led stories. Make it obvious there’s a hook.
Start with “I’m a [job title] and…” for personal comment pieces
E.g. “I’m a Divorce Lawyer and I Wouldn’t Do This One Thing” – perfect for expert-led outreach.
Make it sound like a headline - not a sales pitch
If it wouldn’t work on MailOnline or The Mirror, rewrite it.
Use specific numbers or rankings
“Top 10 Cities for Dog Owners” beats “Best Places to Own a Dog” every time.
If it’s reactive, timestamp it
“TODAY: UK Set for 30C Heatwave – Experts Reveal What It Means for Homeowners”
Create intrigue, but don’t be vague
“This Everyday Habit Is Ruining Your Sleep, Say Experts” is better than “Experts Reveal Sleep Mistakes.”
Avoid marketing buzzwords
No “game-changer,” no “disruptive,” no “innovative.” You’re not pitching TechCrunch.
Mention the publication name if relevant
If you're replying to a previous piece or column: “Re: Your article on mortgage myths in The Express”
Use brackets to highlight the source
E.g. “Searches for ‘quiet quitting’ up 300% [New HR Survey]” – makes it scannable.
Test different tones for different verticals
Tabloids love drama, lifestyle mags love relatability, broadsheets love clarity. Match the tone to the outlet.
