Real people are becoming one of the biggest differentiators in digital PR pitches—especially as journalists grow wary of AI-generated “experts.”
Becca Peel, Head of Digital PR at Tank, breaks down exactly how her team finds, verifies, and pitches real people and case studies for its campaigns.
In this episode:
- How Tank finds relevant case studies
- What makes someone a strong—or weak—case study
- How to verify that a source is a real person
- When to lead with data versus the human story
- How to tailor case studies and media lists by publication
⏱️ Timestamps
00:00 – Introduction
02:10 – Why case-study-led PR is growing
04:45 – Whose job is it to find case studies?
07:00 – How Tank finds case studies
10:10 – What makes a bad case study?
11:35 – Shaping the story without forcing it
14:10 – Case-study-led PR in the US
16:00 – How to verify a real person
21:05 – Does every pitch need a case study?
22:20 – Tailoring case studies by publication
25:10 – Leading with data versus the human story
26:40 – Building a media list around a case study
31:15 – Final advice for pitching case studies😀 About Becca Peel
Becca Peel is Head of Digital PR at Tank.
Tank: https://tank.co.uk
LinkedIn: https://www.linkedin.com/in/beccapeelpr/
⭐️ Resources
Build targeted media lists with ListIQ: https://www.buzzstream.com/listIQ
Read the full transcript: https://www.buzzstream.com/blog/case-studies-podcast/👍 If you found this useful, like the video, subscribe, and leave a comment—it helps a ton.
