1.0BuzzStreamhttps://www.buzzstream.comVince Nerohttps://www.buzzstream.com/blog/author/vincenero/rich600338<blockquote class="wp-embedded-content" data-secret="pGypBX1xOU"><a href="https://www.buzzstream.com/blog/digital-pr-toolkit-podcast/">Building Your Digital PR Toolkit: Expert Tactics from Olivia Lott</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.buzzstream.com/blog/digital-pr-toolkit-podcast/embed/#?secret=pGypBX1xOU" width="600" height="338" title="“Building Your Digital PR Toolkit: Expert Tactics from Olivia Lott” — BuzzStream" data-secret="pGypBX1xOU" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); /* ]]> */ </script> https://www.buzzstream.com/wp-content/uploads/2025/06/Olivia-Lott.png1280720Olivia Lott told me she’s a “ride-or-die” BuzzStream fan, and the more I spoke with her, the more I understood why. Her approach to digital PR is highly personalized and highly strategic. (PRs who take the personalized approach typically get the most out of BuzzStream.) I initially wanted to talk with Olivia because she does not take a “one-size-fits-all” approach to digital PR. This struck me as an exciting challenge. How do you scale an approach while still tailoring it to a client? Our conversation went deep into how she thinks of personalization, SEO and digital PR, and, of course, client strategies. Olivia’s added benefit of working as a journalist before switching to PR gives her an edge. She’s now a freelance digital PR professional working with big and small clients. You can catch up with Olivia on LinkedIn. Main Takeaways Here are a few of my major takeaways from my chat with Olivia. 1. Prioritize Quality Over Quantity in Outreach Olivia believes in sending personalized pitches to specific journalists instead of the “spray and pray” method. Personalization in outreach isn’t limited to using a journalist’s name. There are plenty of personalization techniques. Olivia studies each journalist’s style, preferred story structure, and past topics to make her pitches resonate. This includes adapting pitches to regional nuances or angles. 2. Leverage Existing Content for Cost-Effective Outreach Olivia often bases outreach on a client’s preexisting content, a tactic she calls “editorial outreach.” You can drastically reduce campaign costs while effectively securing links and media coverage by repurposing blog content, product pages, or other site material. Adding expert commentary to older posts can revitalize the content and attract new attention. 3. Align Digital PR with SEO Goals Olivia views digital PR as a fundamental part of SEO strategy. She looks at things like link […]