Cutting through the noise in today’s media landscape – an ongoing series

With restrictions beginning to ease across the country, this month has seen the UK take a major step forward into the ‘new normal’. The hospitality and retail sectors are opening up again and workplaces are beginning to welcome employees back to the office.

In line with these new guidelines, businesses and consumers alike have had to adapt their ways of working and living. As a result, it’s no surprise that the gradual lifting of lockdown has played a key part of the April media agenda. 

Below you can find this month’s updates to keep you abreast of the latest developments in the ever-evolving media landscape. These insights aim to help inform your media strategy and make sure your projects cut through and stand out.

What’s new in the technology media landscape? 

This month has seen a number of journalist moves across the technology media landscape – here are a few key changes to be aware of:

  1. Following his role as Technology Correspondent at The Daily Telegraph, Michael Cogley this month started in his position as Associate Tech Editor at Business Insider, where he’ll be supporting the team on reporting across a range of exclusive tech stories.
  2. Michael Hill, previously the editor at Infosecurity Magazine, has moved over to IDG this month to take on the role of Editor at CSO Online. His focus will still be on core infosecurity topics, such as data privacy and cybersecurity.
  3. TechRadar Pro , one of the industry’s key publications, welcomed Abigail Opiah to the team this month. Abigail will be taking on the role of B2B Editor, covering cloud and web hosting news – and she’s on the lookout for news and features!
  4. Levi Winchester joined the team at the Daily Mirror as Money Reporter, following her time at The Sun. She’s looking for stories around personal finance and business, and is definitely a media contact to keep in mind for pitching around digital payments.

Top tech stories of the month

  1. In the run up to lockdown easing, the BBC reported on how businesses were gearing up to reopen on the 12th April. According to a number of case studies from businesses across sectors – such as pubs, restaurants, shops and hairdressers – the preparation to reopen has involved a lot of logistics, with all hands on deck across teams. It’ll be interesting to see how technology can continue to support businesses as they welcome back the public, such as digital queues, track and trace systems and table service apps. 
  2. The Guardian’s technology editor, Alex Hern, reported that a planned update to the NHS Covid-19 app has been put on pause over privacy concerns from Apple and Google. The planned update to the Covid-19 app would track interactions between users with their Bluetooth signals and venue “check-ins”, automatically uploading an individual’s venue history if they test positive. However, the update has now been put on hold after Google and Apple raised privacy concerns over data-sharing. It’s clear that app developers will need to keep data privacy front of mind when rolling out new updates - especially as use of the app spikes as venues reopen.
  3. The National Cyber Security Centre (NCSC) warned consumers this month that using their pets’ names as passwords could make them an easy target for cybercriminals, as reported by Verdict’Eric Johansson. According to NCSC’s research, 15% of the population use pet names as their passwords for online services, and 27% had created at least four new password-protected accounts over the past year. With online accounts on the rise, it will be more important than ever for businesses to share cybersecurity tips and ensure both consumers and employees are up to speed on how to keep themselves safe online.

What you need to know about... Issues Jumps

What is an issue jump?  

Also known as ‘news hijacking’, this tactic involves jumping on a breaking news story to issue a brand’s point of view to media, for potential inclusion in articles on the topic.

Key ingredients for success? 

  1. Timing is everything for issues jumps. You have to be quick to have the best chances of success.
  2. Weave in proprietary or third-party data to bring your view point to life and add credibility.
  3. Keep in mind the purpose and objective of an issue jump, to: inform, educate and provide a point of view on the news story in question.
  4. Comments have to be:
    • Under 200 words (max) and to the point
    • Be pithy, bold and opinionated
    • Add credible and tangible value to the original story
    • Provide a unique yet relevant view point 

Don’t delay. It's getting late.

Timing is of the essence in executing a successful issue jump. Once a story breaks, especially big ones, journalists at both nationals and trades are on a race to get their version of the story out of the door as quickly as possible.


If you would like to find out more about how tech brands can cut through the noise in today’s media landscape, please get in touch alice.holton@hotwireglobal.com !