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Tips for tech PR’s from Emily Nicolle, Tech Editor at City AM

Home PR Insights Tips for tech PR’s from Emily Nicolle, Tech Editor at City AM

On the hot seat:

Emily Nicolle: Tech Editor for City AM

Emily Nicolle

  • Works Sunday through to Thursday. 4pm to 1am shift.
    • Sunday for Monday stories always helpful, as Sunday is slow for news.
  • Embargoes are good (48 hours notice ideal) as it allows for planning ahead and lets newsdesk know if they have stories.
  • Email is 100% best. Rarely uses phone to receive pitches
  • Receives about 200 emails a day. Won’t reply to them all. Do resend / follow up with email if not heard back. Thereafter, don’t follow up.
    • Subject key and then 3-4 key bullet points is best. Press release below this.
  • If approaching, cc in colleagues and send 1 email. Not one to each of them.
  • Interested in meetings. Plans 1 month ahead. Lunches and afternoon coffee ok. City location ideal.

Top tips:

  • City AM = Concise, accessible, briefing product and informs on the business agenda
  • If exclusive, then great. If not, be honest. If story has appeared in print elsewhere, will not run it in paper. If appeared online only, may run it online too.
  • Very news driven. Less trends focussed.
  • Key hooks:
    1. London relevance
    2. UK relevance
  • Areas of interest include:
    • Challenger banks; £5m plus investments; Enterprise start ups with a news hook; renewable tech themes
    • Always interested in comments immediately after US tech results. Within minutes.. 6-8pm Watching developments from US news sources.
  • Other colleagues contribute to technology stories:
    • James Warrington – telecoms, media and marketing + social platform stories
    • Alexandra Rogers – autos, cars and transport stories
    • Alex Daniel – manufacturing, industry angled stories
    • Anna Menin – PE/VC investments, fintech, crypto and blockchain stories
    • OpEds and Contributing articles goes to the Features desk

Best email:

  • Women tech leaders quotes and photos always of interest

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