Hugh Morris, Travel News Editor at The Telegraph, shares his top tips for PRs

Home PR Insights Hugh Morris, Travel News Editor at The Telegraph, shares his top tips for PRs

In the hot seat:

Hugh Morris: Travel News Editor and Senior Content Editor at The Telegraph

Hugh’s Week:

  • Hugh writes for both print and online.
  • He spends five weeks of the year travelling – just his holiday allowance really. So the trip needs to be good.
    • Reluctant to go on group trips.
  • Hugh likes walking, mountains and history. Not a fan of beach holidays.
  • Gentle follow up emails are great — don’t chase or badger, especially if your story is weak.
  • Come armed with information if meeting up, wants to have a productive meeting.
    • Rarely goes to evening events.
  • Email is the best way to contact, doesn’t pick up the phone.

The Telegraph:

  • Every morning by 8.30am a selection of travel ideas / stories are collected by Assistant Head of Travel.
  • 10am: conference where writers pitch stories to the editor.
  • Weekly commissioning meeting where key story ideas (and ‘long leads’) for the week, Weekend + Sunday sections are discussed are on Tuesdays.
  • Saturday edition generally done by Wednesday / early Thursday at the latest.
  • Digital team interested in news stories of the day.
  • Every story needs to be pitched based on which reader it is relevant for
  • The Telegraph has 8 reader types:
    • Millennials, Family travels, Core Readers (empty nesters who have time and money), Luxury traveller, LGBTQ+, Adventure travellers, Solo travellers, Business travellers
    • The Telegraph must create stories for each of these readers
    • Age group is 18-80+
  • Exclusives and embargoes are more important than ever to The Telegraph.
  • Telegraph competitors include: The Times, The FT, How To Spend It.
    • Lesser competitors include: Refinery29, Suitcase, Good Housekeeping, Women and Home.
  • UK stories are a priority for the paper.

Top Tips:

  • Emails: sell the pitch in the subject line otherwise will be lost. Monday is the best day to pitch ready for Tuesday’s meeting.
  • Family travel does very well.
  • Relationship building is fundamental when working with The Telegraph
    • Even if you email your one contact and it isn’t right for them, it will be passed on
  • If you have stats and figures, make sure they stand up.
  • Press Trips: staff will question “How is this going to benefit The Telegraph reader?” If you can provide an answer, it’s more likely to get picked up.
  • Sustainable Travel: The Telegraph doesn’t tell people how to behave. All travel, therefore, is permissible. They won’t be going flight-free.

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