Every digital PR (DPR) team’s been there: New data drops and the team huddles while someone stares at a blank Google doc spiraling over angles and journalist targets. Eventually, a pitch limps out the door just in time to hit “Send” before end of day.
The pitch then lands in a top-tier publication, everyone celebrates, and the next month the whole team does the exact same thing over again, like it never happened.
But here’s the thing nobody talks about: That winning pitch is a valuable asset, and most teams will just leave it sitting in their sent folder collecting virtual dust.
Whether it was a data study, a product launch, or an expert quote, that pitch is a template. And with AI, you can clone its DNA onto every new campaign rather than reinventing the wheel every single time.
By the numbers
The stakes for getting this right have never been higher. About 46% of journalists receive six or more pitches every single workday, and of those, 49% seldom or never respond to a pitch, per Muck Rack’s State of Journalism report.
Pitch volume keeps climbing while relevance drops, with 47% of journalists saying they seldom or never receive pitches relevant to what they cover, Cision’s 2025 State of the Media Report found.
The volume problem is real, and AI is making it worse by enabling everyone to quickly and easily generate pitches. This means journalist inboxes are quickly filling up with content that sounds more generic than ever.
So how do you get your pitches in front of as many journalists as possible while actually getting noticed? The answer is deceptively simple: Rather than blindly scaling your pitch generation, scale what you already know lands.
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Meet the DPR duplication method
I call it the “DPR duplication method,” and the idea behind it is simple: rinse, reuse, repeat.
The process is straightforward. You take a pitch that generated coverage previously, determine exactly what made it work structurally, and then use AI to replicate that structure for your next campaign rather than prompting from a blank slate.
It works across pitch types, too, which is the part I love most about it. Data studies, product launches, expert quotes, reactive commentary — it doesn’t matter. If the structure worked once, it can work again, and if it worked 10 times, it can work 20.
One of my favorite pitches to use with this method is one I sent to an editor at PR Daily, and the subject line read: “Your basset hound is the cutest [New SEO study for PR Daily].”
The pitch was built around a data study on YouTube thumbnail performance, with findings that were specific, visual, and easy for a journalist to turn into a standalone…
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