Journalist Interview
Journalist at UNILAD Tech
Interviewed by Lila · March 2026
Tom Chapman is a journalist at UNILAD Tech covering everything from robotics to artificial intelligence. Having graduated from the University of Leeds with a degree in Broadcast Journalism, Tom has picked up bylines at IGN, Yahoo!, Digital Spy and Den of Geek.
Key takeaways
First impressions
Easy-to-digest hook
Best tone
Surprising angles
Avoid
Product placement
Audience
Mostly US-based
Subject line
"AI means X for X"
Pitch format
Short & bullet points
UNILAD Tech reaches millions of readers who want their tech served with an entertaining twist. Getting your story covered means understanding what makes their audience stop scrolling - and it's not product specs.
Tom Chapman is a journalist at UNILAD Tech covering AI, gaming, science and the kind of stories that feel like they've been ripped from a Black Mirror episode. With bylines at IGN, Yahoo!, Digital Spy and Den of Geek, Tom knows exactly what makes a story land with a social-first, predominantly US audience.
We sat down with him to find out what makes a pitch immediately clickable, why 'viral' is a word he's trying to retire, and what subject lines actually get opened.
Lila, PressReacher
What makes a pitch feel instantly clickable for a UNILAD Tech audience scrolling social-first content?
Tom Chapman
There has to be that hook that's easy to digest. Even though we cover subjects like crypto and government policy, UNILADTech is always looking for that entertaining angle. Never overestimate your reader's knowledge of a subject matter.
Lila, PressReacher
What tone works best for UNILAD Tech: serious, surprising, emotional, or data-led - and which actually drives the most engagement?
Tom Chapman
The surprising angles typically work best for us. Dangerous asteroids heading toward Earth, strange diseases spreading fears of 'zombie rabbits', and of course, "D*cks get clicks." We even covered how many calories are in a teaspoon of semen.
Lila, PressReacher
What makes you immediately scroll past or ignore a pitch in your inbox?
Tom Chapman
If something just feels like simple product placement or something on a gadget, it probably isn't for us. It has to be something that has mainstream appeal or feels like it's been pulled from an episode of Black Mirror to really get us thinking about it.
Lila, PressReacher
What's the biggest mistake PRs make when trying to make something feel "viral"?
Tom Chapman
For one, we're trying to move away from the word 'viral'. It's now lost all meaning, and chances are if it's viral and has broken the internet, everyone else has already covered it. What's the angle unique to us, or how can we at least tweak your pitch to give us a headline that's not seen another 12,000 times on Google.
Lila, PressReacher
What makes a tech story feel too niche for UNILAD Tech, even if it's interesting?
Tom Chapman
Going back to the first response, something too 'tech'. We know it's in our name, but if you look across our content, it tends to be the 'infotainment' kind of news that we can still link back to popular trends or current events.
Lila, PressReacher
How quickly does a trend need to be pitched to still feel relevant for UNILAD Tech - are we talking hours, same-day, or next-day?
Tom Chapman
We tend to be pretty quick on what's going on in the news, so if something big was going on at the Oscars or Donald Trump has said X, we'd only be covering it the day after.
Lila, PressReacher
What's one tech topic you think is overpitched right now that PRs should move away from?
Tom Chapman
I've lost count of the number of generative AI stories or announcements that Katie Price and Kerry Katona have launched AI twins.
Lila, PressReacher
What's one thing PRs consistently underestimate when pitching to UNILAD Tech's audience?
Tom Chapman
Just because we're based in the UK, it doesn't mean we're UK-centric. Most of our audience is in the US, hence why we cover so much on Trump, Musk, and all things America.
Lila, PressReacher
What kind of subject lines actually stand out in your inbox when you're scanning lots of pitches?
Tom Chapman
I love a good "AI means X for X" story. We cover a lot on job losses and the aftermath of AI, so if you've got some tangible data on that, let's hear it. Also, 'experts warn' is something you'll see time and again on our site.
Lila, PressReacher
What's the ideal length and format for a pitch to UNILAD Tech - quick hook, bullet points, or full story?
Tom Chapman
Give it to us short and sweet. I'll need a title that stands out and then bullet points. Feel free to attach a release, but if I'm having to scroll too far to figure out whether this story is for me, it's probably not.
About the journalist
Journalist at UNILAD Tech
Tom Chapman is a journalist at UNILAD Tech covering everything from robotics to artificial intelligence. Having graduated from the University of Leeds with a degree in Broadcast Journalism, Tom has picked up bylines at IGN, Yahoo!, Digital Spy and Den of Geek.
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