Over half of journalists receive pitches that are not relevant, making targeted outreach essential for digital PR. The article emphasizes the importance of finding the right journalists by using refined Google search techniques. For example, strategies like using specific search terms, date filters, and the allintitle: operator can help identify journalists who cover topics closely related to your story. The piece also highlights that while AI tools like ChatGPT can assist in finding relevant sites, they often fall short in pinpointing the right journalists. Another key point is the distinction between freelancers and in-house journalists. Freelancers tend to respond more frequently, but they require different pitching approaches. Tools like ListIQ can significantly cut down the time spent evaluating journalists from ten minutes to under a minute. The article also suggests using listicles and blog posts as a way to build relationships with journalists, as they often appreciate being featured. The author argues for a smaller, more curated media list to improve open rates and overall engagement.