What the press is looking for and how to get PR results in 2025
Getting advice from someone who reviews hundreds of PR pitches daily? Invaluable.
At our recent members-only PR workshop, we welcomed Rachel Edwards, Style & Interiors Editor at Country Living and House Beautiful. Rachel covers all things design and decoration, with a special interest in small-space inspiration, vintage and antique shopping, and all things colour.
She shared real PR pitch examples with our eCommerce community and demonstrated how to turn brand stories into compelling hooks that catch an editor’s attention.
Every brand has plenty of potential angles - you just need to know how to find the ones that will land you those coveted magazine features.
In this PR training session, we got an insider’s look at what makes a pitch stand out in a crowded inbox.
Here are three key takeaways:
1. Figure out your hook before pitching to the press
Before reaching out to journalists, get crystal clear on your hook. A strong hook makes your pitch stand out and gives journalists a reason to feature your brand.
As Rachel puts it, “We’re desperate for them. When figuring out your hook, tell me why you’re making what you’re making. What’s wrong with your industry? What problems are you solving?.”
A great hook taps into something timely, relevant or surprising. For example, Rachel recently received a PR pitch that read: “Dog beds are basically petri dishes for bacteria. I’ve created an antibacterial one.”
“That's great, you know, that's a hook. That's something that people are interested in.”
The stronger your hook, the better your chances of catching an editor’s attention.
2. Tailor your hook to the type of media you’re pitching
Different types of press want different things.
B2B outlets are typically interested in stats, wins, business news and growth. Design-focused publications are after interior angles. For news-driven spaces, highlight new collections, collaborations or pop-up shop openings.
By understanding the various types of press, you can pitch more effectively and target the right PR opportunities.
As Rachel says, “Shift your hook depending on the type of media you're going after. And it doesn't mean changing your brand story. But you know, there can be multiple areas of your brand that could fit a magazine or any other publisher. So do tweak it and play with it a little bit.”
3. Think outside the box with your hooks
Don’t just focus on the product itself - think bigger. What larger trends, cultural shifts or consumer behaviours does your product connect to? The strongest pitches highlight a product while tying it into broader industry conversations or timely events.
For example, if you're launching a new product, consider how it aligns with sustainability trends, social movements, or lifestyle shifts.
Rachel shares a great example:
"If you’re a textile designer with a small business making bedding, blankets, or cushions, and you see a news headline about heating bills tripling, that’s your hook. I’d immediately send an email saying: ‘Hi Rachel, heating bills are soaring. I’m Joe, a textile designer, and here’s how to stay warm without spending a fortune. Layering textiles is key - here’s what materials work best.’ Link to my website. Done.”
By tapping into bigger stories, your pitch will resonate on a deeper level with both editors and readers, making it far more likely to grab their attention.
This approach transforms your pitch from simply promoting a product into telling a compelling story - one that journalists and their audiences will genuinely care about.
If you want to sharpen your PR skills for 2025, now’s the time to learn what UK magazine editors are really looking for - and how to craft compelling hooks that align with their editorial needs. To access the the PR workshop recording, sign up to the PR Dispatch Pro plan today and connect with a thriving community of eCommerce brands nailing in-house PR.
Through our PR training academy, tools and PR expert support, you'll have everything you need to take control of your own PR success - without relying on a PR agency. Watch our 3-minute platform demo here.