25 Journalists Who Levelled Up My Media Relations: The Yeses and Must-Reads
By Oluwatomi Lawal
Tech PR demands a unique kind of creativity, especially when it comes to media relations. Journalists' interests and priorities shift constantly, even within their designated beats. While following the news cycle helps, actively pitching stories requires a deeper understanding of what makes your companies newsworthy - it's an art that demands mastery.
As a Senior PR Account Executive, my relationship with journalists has been... interesting. From endlessly refining email subject lines to carefully timing pitches across global time zones, every interaction has been a learning opportunity. Whether it's the 'yes' responses, the silences, or anything in between, I've gathered insights from reaching out to national and industry publications, broadcast media, digital-first platforms, and newsletters. Here are a few journalists (primarily US and UK based) I have had the pleasure of interacting with or regularly reading, whose work has shaped my understanding of the media:
A Few YESes
Claer Barrett, Financial Times
Writing for FT Money, Claer was open to a pitch around a phone theft incident, where my client provided expert advice on prevention and security. Her thorough questions showed her commitment to quality reporting, and I’m grateful for the opportunity - in PR, timing and a bit of favour go a long way.Rohan Banerjee, Financial Times
Covering business topics, Rohan engaged with a pitch on HR and managing global teams. His swift responses and willingness to share his vision for stories make it easier to align our clients’ insights.Jennifer Sieg, City AM
Jennifer responded to a pitch within 36 minutes, demonstrating her keen eye for trends. I also appreciate openness to new perspectives from credible industry sources.Rick Dagley, IT Pro Today
Rick’s feedback pushes me to focus on practical, actionable insights that speak directly to IT professionals, reminding me to bridge the gap between technical jargon and reader value.Stefano De Marzo, EU-Startups
Stefano’s support for European startups has been brilliant. He was also very helpful with feedback that secured client coverage during an announcement.Akansha Dimri, Tech Funding News
I often look forward to Akansha’s next startup or founder spotlight. Her authenticity shines through her work and she gives growing companies the opportunities to tell their stories and milestones.Anna Wood, Startups Magazine
Anna is a champion for emerging businesses, and her editorial focus has pushed me to find unique angles that showcase the entrepreneurial journey. I appreciate that while keeping tabs on innovation, she’s also interested in the people behind the tech.Trevor Clawson, Forbes
Trevor’s interest in startup growth keeps me focused on what’s most valuable for founders as they scale, from market insights to leadership lessons.Katie Sanders, The CTO Club
Katie has always been receptive to insights for technical leaders and their communities. Her newsletters are helpful and when pitching her, I am mindful of providing high-level tech leadership strategies and industry foresight.Dana Leigh, TechRound
Dana’s opens up to tech companies across different sectors and her diversity of coverage reassures me that behind every innovation, there’s a person whose story matters.
Journalists I Read Often
These journalists consistently provide insights that help me stay informed and craft pitches that are timely and relevant to tech audiences.
Riddhi Kanetkar, Business Insider
A go-to for news on tech, startups, AI, and company culture in Europe and beyond.Adrian Bridgewater, Forbes
An ex-PR and experienced journalist covering software development and tech innovation.Alison Snyder, Axios
Alison’s science coverage, including space and global developments, is a reliable source for understanding big-picture trends.Richard Tyler, The Times
Richard is the editor of the Times Enterprise Network and a key source of news on UK entrepreneurship and business growth and leadership.Zoe Kleinman, BBC
I’m a keen Zoe follower on LinkedIn. Her approach to tech journalism reminds me of the importance of making complex stories relatable to a broad audience.Sean Michael Kerner, VentureBeat
Sean is very knowledgeable about IT and enterprise technology and that is evident in his writings across multiple platforms including TechTarget and IT Pro Today. I can trust that he would be covering any key innovation that technical professionals should be aware of.Kai Nicol-Schwarz, Sifted
I believe nothing in the startup ecosystem skips Kai, especially in the EU. I am always eager to read his pieces in the Sifted Daily newsletter.Simon Hunt, UKTN
I knew Simon when he was at Evening Standard and I continued to read his articles when he resumed his role as an editor in UKTN, one of my top most sources of tech news.Martin Kimber, Sky News
Martin is particularly helpful to PRs. His broadcast interview pitching guide on X (and LinkedIn) is a great formula of getting your foot one step in the door. I also follow him online to keep a pulse on everything important happening in the UK.Kyle Wiggers, TechCrunch
Kyle’s articles are essential reading. His coverage keeps me in the loop on all things AI and innovation.Ryan Browne, CNBC
Ryan connects tech developments with broader economic trends, a valuable perspective in startup PR.Matthew Stock, Reuters TV
I follow Matthew’s coverage of the next breakthrough in Science and Technology. I am reminded of the power of videos in storytelling so I am able to advise clients on developing compelling visual assets for key campaigns.Allie Garfinkle, Fortune
Allie’s Term Sheet newsletters hit my inbox early afternoons and keep me updated on funding deals and trends, relevant for the US-based growth-stage businesses I support.Lara Williams, Verdict
A confession - I wasn’t very helpful to Lara for a story early in my role. Yet I turned on LinkedIn notifications for her posts due to her realistic take on tech issues.Robert Scammell, Business Insider
I see Robert’s posts on X as they come in. He is a go-to for startup, tech, and venture capital news even before transitioning from UKTN to Business Insider.
Worthy Mentions - Influencers
A few voices in product management and AI, are also worth following for insights in tech and innovation:
Lenny Rachitsky: An industry expert with multiple platforms for insights on product strategy.
Aakash Gupta: A thought leader who is thorough in his assessment of product growth and business strategy.
Allie Miller - A leading voice in AI, consistently sharing insights on how the technology can be practically applied to drive business growth.
Bernard Marr - A journalist and influencer in AI, exploring its impact on business, careers, and society.
What I've Learned So Far
This list is by no means exhaustive but following these journalists has taught me that good tech PR isn't just about pushing out press releases. It's about:
Understanding each journalist's specific interests and beats
Recognising what makes a genuine news story
Learning how different outlets approach tech coverage
Appreciating the importance of timing and context
Building relationships gradually through relevant, thoughtful pitches
I would sum it up as respecting the journalist’s time. The one way I have seen to achieve this is to spend time reading their work before pitching.
To any journalists reading this - yes, I promise to keep working on making my pitches shorter and more relevant!