Essential Guide to PR and Communications in the UK

The UK’s media landscape has become increasingly concentrated in recent years, with a few large media groups and influential individuals controlling most major outlets.

Many national newspapers have political leanings. For instance, The Times leans right while The Guardian leans left, but in general the media is less polarised than in the US.

Despite concerns about control and misinformation, most UK publications are trusted, especially the BBC which plays a key role as an independent public broadcaster.

Trade press remains influential, although there has been a lot of consolidation in recent years, with fewer titles and smaller teams. As a result of this and a shift to online news, journalists tend to be time-poor and are often expected to write 3-4 articles every day.

While most national titles and some European outlets are headquartered in London, Manchester and Leeds are growing hubs, especially since the BBC’s move up north.

Journalists are bombarded with hundreds of pitches every day in the UK. To stand out, it’s important to only get in touch with high-quality, relevant stories.

Doing your research is essential. We spend 80% of the time identifying the right media contacts and 20% pitching, ensuring that our approach aligns with journalists’ interests.

Offering exclusive news can be an effective strategy for securing high-impact coverage, but only if the story is significant and something they haven’t seen before.

Case studies also work well, particularly if they feature brands that are well-known in the UK or demonstrate how technology is being used in real life or in novel ways.

Many journalists also welcome data-driven stories, so long as the data is meaningful and offers fresh insights that are of interest to a UK audience.

There’s been a considerable shift in how people are getting news and analysis in the UK.

Many people are turning to podcasts, newsletters, blogs, and social media, rather than going straight to traditional media outlets. This has opened up new opportunities for PR teams to reach audiences and it’s starting to impact how traditional media operate.

We are seeing more publications embrace different channels and content formats, and journalists are increasingly focusing on formats that perform well across social media.

In turn, we’re finding that more journalists are looking to PR teams to provide them with multimedia content such as video or infographics that can be quickly shared online.

We’re also seeing some experimentation with AI, which could potentially change how content is created and shared, though the media are generally treading with caution.

In the UK, two key trends are shaping the media and PR landscape: the shift in how people consume news and the adoption of AI.

With more people turning to social media for news and analysis, journalists are adapting content to fit these platforms.

At the same time, newsrooms are under pressure to produce stories quickly, leading some to experiment with AI for reporting. However, maintaining credibility is critical.

To avoid publishing AI-generated content, some outlets are now using AI detection tools to review submissions from freelancers and PR contacts. While many publications now flag AI-generated images and videos to ensure transparency.

The UK is a highly competitive market, with PR professionals outnumbering journalists. It’s crucial to focus on quality over quantity – both in terms of content and coverage.

Whether it’s a well-placed article in a trusted publication, an interview on a popular podcast, or a feature with a respected YouTube channel, one high-quality opportunity can often make a greater impact than several low-quality pieces of coverage.

Investing in content that’s easy for media to share across digital platforms can significantly boost your visibility, helping you reach more people in more places.

This, in turn, strengthens relationships with key journalists and influencers, who will be more likely to answer your call, respond to your email, or reply to your tweet if they know you’re going to deliver something of value to them and their audience.

And don’t forget, once you’ve secured coverage, make sure to integrate it into your wider demand generation efforts, amplifying it across social media and other channels.