At Synapse, we understand the importance of connecting with the right people. But what do top journalists actually want from PR professionals?
Here at Synapse, we know the importance of finding the right people to reach to. But what do top editors actually want from PRs?
We asked Rachel Sloper, Affiliate Lead for North, Ireland & Scotland at Reach plc, exactly what her team are looking for and how you can make your pitches stand out.
Q. What kind of pitches are you and the team looking for?
A. We’re looking for engaging shopping and consumer content based around products from retailers on affiliate programs with competitive commission rates. We cover ‘best of’ product round-ups, reviews and product testing, breakout articles on new products, and problem-solving product-led content, e.g. “I struggled with condensation on my windows for years until I tried this game-changing window vac”.
Q. For PRs wondering when to pitch, are there any timings they should be aware of?
A. Our conference is at 9.15 am every day of the week, so ideally by 8.30am. My busiest time of the week as an editor is Thursday/Friday as I’m subbing weekend content on top of daily content, leaving very little time to write, so the earlier in the week, the better!
Q. What should PRs include in their 140-character headline to grab your attention?
A. We’re looking for dynamic problem-solving content that will add value to our readers’ lives, be it something that’s going to save them money/energy, make everyday tasks easier for them, improve their well-being in some way, or just make them feel good about themselves. The focus should always be on what the product/service can do for the reader.
Q. What’s your inbox like at the moment and how do you think Synapse can help?
A. Having worked as a journalist for Reach for more than 10 years covering many different roles and topics, my email address has made its way onto countless PR databases, which puts me in the firing line for a huge volume of emails, the majority of which aren’t relevant to my current role. I’m looking forward to seeing how Synapse can hopefully narrow it down to targeted content that is relevant to my role leading on affiliates for our regional titles in the Midlands and Northern England, Scotland and Ireland.
Takeaways For PRs:
- Pitch before 8.30 am to avoid the morning conference rush.
- Avoid Thursdays and Fridays unless absolutely necessary – these are their busiest days.
- Focus on product-led content that’s engaging, solves problems, or offers helpful recommendations.
Pitching to Reach plc requires understanding their daily workflow and providing valuable, product-focused content. Rachel Sloper made it clear.
Synapse makes this process simpler by connecting you directly with editors like Rachel who are looking for the right stories.
Want to get your affiliate pitches noticed? Join Synapse and make sure your content reaches the right inbox at the right time. Sign up today and see for yourself!
