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

This month, the summer of sport hit our screens - from the highs and lows of the Euros 2020, to the speculation ahead of the Tokyo Olympics. At the same time, regulations across the nation lifted once again, as hospitality re-opened their doors to consumers and the travel sector saw holiday bookings resume.  

With so much happening across the globe, the media agenda is overflowing. Now more than ever, it’s crucial that we take note of journalist priorities and tailor pitching to align with ongoing news. We need to take a look at the bigger picture and see how our clients can feed into today’s technology media landscape.  

What’s new in the technology media landscape?  

There have been some major internal shifts and exciting new projects launched across the national media over the past month:  

  • The Daily Telegraph has now merged its Technology Intelligence desk into the Business Desk, with all previous technology reporters now reporting as part of the business team. As part of this shift, Ellie Zolfagharifard has taken on the role of Business Features Editor, reporting on features and interviews for both The Daily Telegraph and Sunday Telegraph, while Morgan Meaker will now be running the daily business live blog and writing the daily market report.  

  • The Financial Times has launched a new Visual Storytelling team, which will have a focus on visual and data-led news stories and analysis. The FT Data team is currently on the hunt for new reporters and graphic journalists, and we’re excited to read the new host of interactive, visual data stories that they’ll be producing - watch this space! 


  1. Oscar Williams-Grut has joined the team at the Evening Standard this month, taking on the role of City Editor. He’ll be looking out for stories across the financial services and banking space, so definitely a media target to pitch with any relevant Fintech stories!   

  1. Harry Pettit has been promoted to Technology and Science Assistant Editor at The Sun this month – he was previously a Senior Digital Technology and Science Reporter at the title. It’s great to see Harry’s focus on tech stories continuing, and he’ll remain a key media contact for stories touching on technology’s impact on consumers.  

  1. The BBC has appointed Monica Soriano as the new leader for its Tech & Innovation team. The team brings together the BBC’s Tech journalists – including those from BBC Click and the Business Unit. The team will no doubt be on the lookout for breaking tech news stories and new research from the technology landscape.  

Top tech stories of the month 

  1. The Summer of Sport has come into full swing over the past month – with events including the Euros 2020, Wimbledon and the Tour de France all hitting screens worldwide. However not all spectators have had a smooth experience – the Metro reported that during the England vs. Denmark semifinal, those watching the match via ITV on  Apple TV  experienced technical difficulties throughout as the stream continued to crash, leaving many feeling frustrated. As we move into Olympics season, which will see events being continually streamed worldwide, it’ll be crucial that technology providers this summer have the optimal infrastructure in place to provide the nation with reliable connectivity and access to these historic sporting events.  

  1. At the start of the month, the BBC reported that around 200 US businesses were hit by a colossal ransomware attack, which originally targeted the IT company Kaseya, before spreading through its network. The attack also resulted in the closure of 500 Coop supermarket stores in Sweden, 11 schools across New Zealand and two Dutch IT firms. – highlighting the devastating impact of such a large scale supply chain attack.  It’s now been revealed that Russia-linked REvil ransomware gang were responsible for the attack, demanding a staggering $70m ransom in Bitcoin. Major attacks such as this one have been dominating the headlines recently, and it’s more important than ever for our security clients to be sharing advice on how businesses can focus their attention on cybersecurity best practices.  Also, businesses should consider the reputational impact of cyber attacksmom and make sure crisis comms plans are in place to check in with their stakeholder groups, including media. 

  1. This month has seen even more restrictions lift across the nation, as quarantine regulations for amber list countries eased for fully vaccinated holiday-goers – as reported by Sky. With top tourist spots including France, Spain, Portugal and Italy on the list, it looks like bookings for the rest of the summer season are set to rise. It’ll be interesting to see how this news will impact the online holiday lettings space, and if any new consumer travel and online booking trends will emerge. 

What you need to know about… Letters to the Editor 

When writing a letter to the editor, the goal is to connect your unique point of view to the broader industry news and reach a national-level audience. Start by assessing the opportunity:  

  1. Do you have an insight, idea or line of argument that directly speaks to the article, not your own product(s)? 

  1. Can you offer an opinion which is a) unique, and b) either contradicts or builds on what was in the article? 

  1. Is it feasible we could have a letter approved (drafted by Hotwire, or the spokesperson) ideally within 48 hours of the original article? 

If yes to all the above, then a letter to the editor is probably a great move! The process at a high-level is: 

  1. Check if it’s been covered elsewhere; if so, it may be possible to submit letters to more than one publication, or it may be worth investing the time in a single letter because the team can then spin it out into comments for an issue jump or another article 

  1. Check the letter guidelines for that publication - they usually give you a word count maximum and an editor/letters email to submit it to. Very occasionally, if there’s a relevant features commissioner or columnist who might be interested in the topic, you could also reach out to them to offer a briefing from the spokesperson, if the topic is of interest 

  1. Get the letter drafted, signed off and submitted ideally within 1-2 working days 

  1. Repurpose the content for other opportunities like commentary opps or issue jump 

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 !