Industry Insights
What journalists actually want.
We sit down with working journalists and ask the questions every PR professional needs answered. No PR spin. Just honest, direct insight straight from the inbox.
Latest interviews
Jeff LeBlanc
Lecturer, Strategy & Leadership · Fast Company
Jeff LeBlanc shares what makes a pitch feel trend-relevant rather than one-off, how to position experts credibly for business audiences, and why the strongest AI pitches start with tension — not trend.
Olivia Dunnett
Features Writer · Take a Break
Olivia shares what makes a real-life story instantly stand out, why specific numbers beat vague claims on a cover, and why the best pitch angle is personal experience — not expertise.
Lou Mudge
Fitness writer · Fit & Well
Lou explains why short at-home sessions beat marathon angles, why study pitches need the right expert attached to the data, and why a fully written feature in your email can be a red flag.
Nirit Cohen
Contributor · Forbes
Nirit Cohen shares what it takes to pitch a Forbes contributor who covers the future of work — why narrative-aware pitches win, why generic assets fail, and why how you follow up matters as much as the pitch itself.
Tom Chapman
Journalist · UNILAD Tech
Tom reveals what makes a pitch instantly clickable for a social-first audience, why surprising angles beat 'viral' every time, and why your UK pitch should be written for a US reader.
Eve Upton-Clark
Freelance Features Writer · Fast Company
Eve shares how quickly she decides on pitches, why broader cultural angles beat press-release-style stories, and what makes her prioritize data and experts over brand stories.
Jessica Gorringe
Staff Writer · Trusted Reviews
Jessica shares why relevance is everything in a tech pitch, why you must always include pricing and specs, and why simpler is always better.
Hollie Bond
Senior Digital Journalist · MadeForMums
Hollie reveals why a targeted pitch beats a generic blast every time, and what subject line mistakes are guaranteed to end up in her trash folder.
More interviews coming soon
We're talking to more journalists. Check back for fresh insights.