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It’s important for PRs to make sure that they are speaking about sustainability in the right way. Brands are too often selling themselves as sustainable and eco-friendly without the right accreditations and paperwork to back up their claims.
This can put you, the PR, in a tricky position when it comes to contacting journalists. This page was built to help equip you with as much information as possible, and know what to expect and how to pitch a sustainable angle.
We have spoken to some of the biggest names in sustainability journalism, and got their takes on what makes a great sustainability story and pitch. Give these videos a watch and learn more of what to do, what to avoid, and what information and accreditations you may need from your clients before you can confidently pitch a sustainability angle.
Chris Haslam
Chief Travel Writer
The Sunday Times
Helen McGinn
Freelance Journalist
Food & Drink, Daily Mail
Philippa Grogan
Sustainability Consultant
Policy, Fashion & Textiles
Fleur Britten
Freelance Journalist
Bridget March
Digital Beauty Director
Harper’s Bazaar (UK)
Becci Vallis
Freelance Beauty Journalist
Roxhill’s PR Academy is your go-to resource page for junior PR training. Brush up on your basics, hear from seasoned professionals and learn some of the best tips and tricks of the trade. Learn to pitch, how to build a successful media list, and how to build life-long professional relationships with the journalists in your industry.
Emily Beament
Environment Correspondent
Press Association
Emily writes about topics such as climate, energy, farming, wildlife and natural heritage, including rewilding and parks and city landscaping. She covers English and Welsh government approaches to the environment.
Chris Haslam
Chief Travel Writer
The Sunday Times
Karen Edwards
Sustainability Editor
Wanderlust
Lisa Grainger
Deputy Editor & Travel Editor
LUXX (The Times)
(Chris) If you’re going to pitch sustainability, make sure you’re sustainable. It’s not good enough to have a turtle expert on-site.
(Lisa) If you pitch and say that you’re sustainable and you’re not, we will quickly find that out and we will write about it.
Is it ever worth pitching a story based solely on a sustainability angle?
(Karen) Yes, but you have to know the publication and the editors
(Lisa) I feature places that are sustainable, but it won’t be the sole focus as Times Luxx readers won’t resonate with it.
Is taking a uk holiday more sustainable than going overseas?
(Chris) It depends. “Sustainable travel” has become an industry, and it’s overcomplicated. The only thing that matters is decarbonisation, so the answer is yes unless you’re flying there on a private jet.
Are you open to covering hotels doing the bare minimum, or that are just starting to make changes towards sustainability?
(Karen) If I could see that they were being open and honest, talking about their progress and making big moves, despite just starting out, then yes.
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