Reach to Whitelist Trusted PR Firms to Curb Fake AI Experts, Criticises Cision

Reach to whitelist trusted PR firms to curb fake AI "experts" - what PR teams should do now

Reach, publisher of The Mirror, is building a directory of trusted PR agencies and may block emails from domains it doesn't trust. The goal: cut the noise from AI-inflated "experts" and protect editorial time and credibility. The move also comes with criticism aimed at Cision.

If you pitch media for a living, the bar just moved. Trust will shift from volume to verifiable signals.

Why this matters for PR and comms

• Editors are drowning in low-quality, AI-spun pitches and dubious "thought leaders."
• Publishers will rely more on domain reputation, email authentication, and proof of expertise.
• Spray-and-pray via databases risks getting your domain filtered, not just your pitch ignored.

How to earn a spot on a publisher's whitelist

• Authenticate your email domain end-to-end: SPF, DKIM, and DMARC with a reject/quarantine policy. Document this on your site or media kit.
  • Helpful primers: DMARC overview, NCSC email anti-spoofing guidance
• Use a consistent, reputable sending domain (no free webmail for pitches). Align "From," Return-Path, and DKIM signing domain.
• Publish a live, up-to-date newsroom page listing your clients, approved spokespeople, and a clear verification process.
• Provide verifiable expert proof: credentials, current role, publications, speaking history, and links editors can check in under two minutes.
• Offer a fast-track verification option: a direct phone line, Calendly link for a 10-minute vetting call, and a signed client confirmation.
• Send fewer, tighter pitches. Subject lines that map to beats. No generic "AI expert available" blasts.

Pitch structure that signals trust

• First line: who the expert is and why they fit this outlet's beat (one sentence).
• Three bullet points: timely angles backed by data or lived experience.
• One proof link per claim (company page, publication, conference talk, or dataset).
• Instant booking: "15-min slot today" with two time options and a phone backup.
• Footer: your firm's newsroom link, DMARC policy note, and client verification contact.

What editors are likely to screen for

• Domain and sender reputation (SPF/DKIM/DMARC passing, low spam history).
• Real employer and role (active pages, matching bios, verifiable LinkedIn).
• Traceable work: named research, bylined articles, talks with recordings, patents, or shipped products.
• Plain-language claims (no hype), conflict-of-interest disclosure, and quick access to a live human.

If your team relies on media databases

• Audit every distribution list. Remove stale contacts. Personalize beyond first name and outlet.
• Route bulk sends through a separate, authenticated subdomain with strict list hygiene.
• Monitor bounces, complaint rates, and blocklist signals weekly. Adjust before damage compounds.
• Store proof of opt-in or legitimate interest. You may be asked to evidence it.

Operational moves for agencies (and in-house comms)

• Create a single source-of-truth "expert library" with bios, topics, markets, media training status, and compliance sign-offs.
• Institute a 24-hour expert verification SLA: credentials checked, quotes approved, conflicts screened.
• Use a secure intake form for requests with required fields (client, topic, proof links, availability), not email threads alone.
• Track domain health: DMARC aggregate reports, blocklist checks, and sender reputation dashboards.

Quality signals that help you stand out

• Specificity: niche beats and clear angles over broad "AI commentary."
• Fresh data: proprietary stats, case studies with numbers, or a dataset you can share.
• Responsiveness: same-day availability, concise answers, and clean quotes that don't need heavy edits.

About the Cision angle

Reach's criticism points to a broader shake-up: distribution tools will face tougher scrutiny. If your workflow leans on them, lean harder into consent, list accuracy, and sender reputation. Tools assist; they don't replace editorial-fit or trust signals.

Team upskilling: AI literacy for PR that editors can trust

Strengthen your bench so spokespeople add real substance on AI topics. Build capability in data literacy, prompt craft, and risk framing. If you're formalizing training paths, see these curated options for comms roles:

AI upskilling paths for PR and comms teams

Bottom line

Inbox access is now earned. Prove identity, verify expertise, and pitch with precision. Do that consistently, and whitelists become a byproduct of your work, not a gate you need to force.