#CMSEO2025 Day 1 Workshop: Build PR Relationships That Actually Scale (While Everyone Else Spams)

Chris Panteli dropped a masterclass on digital PR you don’t want to miss.

First up: get your media requests organized. Don’t chase journalists from a dozen platforms. Pull every single query into one inbox with something like n8n. Clean. Simple. No spinning your wheels.

Make sure you know which pubs are worth your time. High DR and traffic matter, but recognition is king. Forbes, BBC, and New York Times; those names open doors.

And keep a blacklist. A living, breathing one. Track who links, who doesn’t, and who charges you to play. Policies flip. Stay sharp.

Don’t waste effort on dead ends. I repeat. Don't waste effort on dead ends.

Here’s a tough-love truth: be that expert who fits exactly what the journalist is looking for.

No guessing, no pitching random stuff.

Medical topics? Medical experts only.

Real estate? Realtors only.

Get laser focused. That’s the “PR-friendly bucket” Chris talks about. Show your creds upfront: LinkedIn, slick About pages, bios that don’t ramble.

Pitching? Follow instructions. Asked for one paragraph? Give one paragraph. No PDFs filled with fluff. No 5,000-word essays. Respect their time. Nail your authority signals: headshots, past mentions, easy verification. Make the journalist’s life easy, and you score repeat invites.

Chris also shines a spotlight on the tech side. Email authentication isn’t optional; it’s mandatory. DKIM, DMARC, SPF in place.

Use warming tools so your emails actually land and don’t get caught in spam. Outlook can be tricky; send both hyperlinked and naked URLs.

One secret weapon: unlinked mentions. They make up 40% of wins. Track every mention across Google Alerts, TalkWalker, manual searches.

Follow up within 24 hours; it’s the sweet spot when journalists still care. Be polite but persistent. Ten touches? Yeah, that’s the grind you gotta commit to.

And this isn’t a one-and-done game. Build relationships. Follow up with journalists who liked your past work. Pass opportunities along. Connect them to credible folks in your network. You become the go-to connector. That’s how you turn cold outreach into warm leads.

Bonus hack: hyperlocal news. Real estate clients? Watch for local regulation changes and pitch expert commentary fast. Small papers, radio stations, weird local sites—they pick up the nuggets. This strengthens bonds with local reporters and opens fresh doors.

Chris’s final word: build genuine relationships, offer relentless value, and keep your pipeline warm. The days of the blast-and-pray pitch are over; journalists want quality, respect, and relevance.