After hosting more than 90 sessions with top UK journalists in 2025, we learned a lot about what PRs can do to land better coverage. We’ve rounded up ten of our favourite clips – these quick video highlights are packed with honest advice straight from the newsroom.
1) How to pitch AI stories that readers actually engage with
How are journalists adjusting to the new world of AI? In November, we were joined by Harry Clarkson-Bennett, Head of SEO at the Telegraph and Elyse Popplewell, Head of Audience at The Times, to get their take on what AI means for the media industry.
In this clip, Elyse tells PRs to search for the positives in any AI story to avoid alienating readers.
2) The gut test you should do before every pitch
During our panel discussion on the defence sector hosted by Roxhill CEO Alex Northcott, Bloomberg’s Executive Deals Editor Aaron Kirchfeld told us how he prefers building offline relationships with PRs (especially in the age of AI-generated press releases), and the one crucial test every PR should do before pitching a story.
3) The best way to pitch spokespeople to the FT
In March, we heard from Murad Ahmed, Technology News Editor at the Financial Times, about how PRs can be most useful by setting up background meetings and helping him build a trusted bank of sources.
4) Why too much media training can be a turn-off
How can you make your spokesperson stand out and become a regular source who’s called on again and again? Jonathan Prynn, Business Editor at The London Standard, looks for someone who’s a natural in front of journalists, can explain things without business jargon, and doesn’t need to rely on a script.
5) Which health stories always hit the mark
On this episode of Roxhill’s podcast, On the Rox, Senior Commissioning Editor of The Sunday Times Magazine Phoebe Luckhurst reminded us that the best health stories are the ones you’re talking about with your colleagues or friends.
So, next time you’re turning to Dr. Google, think about whether your own health query would actually make a great headline.
6) The magic formula of the perfect science story
Tom Whipple, Science Editor at The Times, described the disparate elements that combine to make a gripping science story. In his experience, the best ones are interesting to a wide swathe of readers, contain substantive new information, and have an element of human interest or pathos.
7) The Independent has the most-read culture desk in the UK
Arts and culture PRs, are you missing out on the power of Independent TV? Jacob Stolworthy, the paper’s Culture Editor, talked to us about Ryan Gosling, viral videos, and their staggering stats.
8) Put your most engaging speaker forward
In another episode of On the Rox, veteran broadcast journalist Robbie Hawkins sat down with us to talk about how PRs can place a spokesperson on talk radio – plus how to nail the interview.
What should PRs think about before choosing their spokespeople? Hint: it’s not always the person with the most impressive CV.
9) For splashy openings, partner with Broadsheet London
City guide Broadsheet launched in September 2025 – it will be dedicated to London, covering food and drink, fashion, art and design, travel, and entertainment.
Nick Shelton, Founder of Broadsheet Media, and Che-Marie Trigg, Commissioning Editor of Broadsheet London talked to us about how they can partner with PRs to tell multi-faceted stories about landmark new openings.
10) Find the human element in a business story
One of the few publications that continues to publish opinion articles from industry figures, City AM is a key outlet to gain exposure for your spokespeople. In this episode of On the Rox, we were joined by Opinion and Features Editor Alys Denby to discuss the topics she’s keen to hear industry opinion on, insider tips on how to place op-eds in City AM, and how to pitch most efficiently.
In this snippet, she talks about the secret to keeping op-eds interesting.
Thanks to all of you who joined us for a Roxhill event in 2025. We hope to see many more new and familiar faces for our stellar line-up in 2026.
Roxhill's exclusive events
As a Roxhill client, you'll get access to our in-person and online events with top journalists, so you can start building rewarding media connections.
Roxhill's exclusive events
As a Roxhill client, you'll get access to our in-person and online events with top journalists so you can start building rewarding connections.