Off the Record

What Jason Arday’s Death Raises About Media Coverage and Public Interest

Dan Townend — Thu, 20 Aug 2026 06:45:42 GMT

Dan Townend has been a journalist for over 30 years

The media landscape is changing at pace – and keeping up with the latest developments and moves will give every comms expert an advantage over their rivals. Every week take a look at the media business from mainstream and ‘legacy’ media to cutting edge tech and the latest trends and developments – and how you can use that know-how.

I have spent the last few days very much in two minds about today’s opinion piece.

I want to address the death of Jason Arday, the Cambridge University professor who appears to have taken his own life after resigning his post amid extensive publicity and allegations.

I know tempers are running high – a look on social media shows the strength of feeling on all sides of the argument.

And I know you too will have views on the events of the last few weeks.

So, I’m a little hesitant to enter into the field – but I think I would be failing you if I didn’t pass on some thoughts and maybe a little context. I hope, whether you agree with me or not, you will take this in the spirit it is intended.

The extent of the coverage

I talked last week about silly season in August and the lack of serious news stories in the absence of courts and Parliament sitting. The Jason Arday tragedy shows the dark side of silly season, when stories can be all-consuming for the media. There are mixed interpretations of how many stories were done on Arday before his death – sometimes it can be hard to tell from cuttings services which are the same story in different editions of a paper or which are online stories that make their way into print in a very similar form.

But whatever the number, there is no doubting the very extensive and wide-ranging coverage of the allegations of plagiarism and deceits. I think if this story had broken at any other time of year, it would have seen far less coverage and for a shorter time span.

I suspect one of the other issues is that the story took a number of new twists, including allegations from people who knew him, his eventual resignation and claims about the validity of what Arday said in his autobiography.

Why have publishers been interested?

If you look at the publications that have given the story most coverage – The Times, The Telegraph, the Guardian, The Independent and The Mail – it is fair to say that in general terms issues around the governance and standards of higher education are of keen interest to their editors and their readers.

But this is also a significant cultural wars issue as well. Universities, perhaps more than any other institution, are dedicated to diversity, equality and inclusivity policies. And that is a political hot potato. You will have your own views on DEI policies, about their success and merits. But for many on the political right, it is one of the key battlegrounds.

Is there a genuine public interest here?

If someone is in a high-profile public role (and Cambridge University certainly made sure it was), is receiving taxpayer funded money, is teaching young people who are paying fees, is publishing a book about their life and times, all while facing various allegations of deceit and plagiarism, I think that is a genuine public interest.

It’s not as high a public interest as for a cabinet minister or someone involved in serious criminal activity, but there is a public interest in investigating those allegations.

Critics have argued that others who have falsified their CV or committed plagiarism have not had the same scrutiny. That may be so with academics, albeit they may have a lower profile (although a look through cuts will show The Times have done several stories about ropey professors). However, I think it is fair to say Rachel Reeves, who was accused of overstating her achievements in her CV, was given a long and very rough ride about those claims throughout her time as Chancellor.

It’s notable that left-wing publications, including the Guardian, Independent, the New York Times and Atlantic have also felt justified in addressing the claims.

Where the public interest in continuing stories specifically about Arday becomes harder to justify is after he resigned. By all means continue to question Cambridge’s recruitment policy and the DEI agenda – but it feels once he has stepped away, the public interest specifically around him lessens considerably.

Is the media racist?

You will not be surprised to know I would say it’s not. Claims that have been made along the lines that newsrooms are determined to attack everyone of colour, I would reject. But they do cover controversial areas (not least immigration in recent years) and mistakes are made. Too many mistakes? Yes probably and I’ve made my share in the past. And are newsrooms diverse and varied enough? Absolutely not.
At least there is now an effort to bring in people from communities who are often not part of the media, including working class families and underrepresented communities.
I also think it is important to state that it is perfectly legitimate to question DEI policy and not be racist.

Are there lessons to be learnt?

We have been here before. Caroline Flack’s suicide after being subject to extensive coverage ahead of a court case for assaulting her boyfriend. And I remember Ministry of Defence scientist David Kelly killing himself after being thrown into the public arena over claims that Iraq had chemical weapons which could be deployed within 45 minutes. He told a journalist that the claims were exaggerated and were put into a dossier at the insistence of the government. He died two days after giving evidence to a parliamentary intelligence committee.

Both are terribly tragic. Both have an element of public interest justification. Both saw mass coverage.

Being at the centre of that publicity storm, particularly when a social media pile on adds to the pain, can put intolerable pressure on people.

So yes, the media could do better. There should be an awareness of the volume of coverage and its suitability. And maybe a better way to determine someone’s vulnerability in the circumstances. It will be also interesting to see how the press regulator IPSO rules on the thousands of complaints that have been filed already (even if some are AI generated).

And in many areas the media is more responsible than it has been in the 35 plus years I have worked in it. For instance on suicide, the code of conduct states excessive detail of a method should not be reported. All publishers also reference the Samaritans helpline on self-harm and suicide stories.

But I think it is a fair question to ask, where do you draw the line? The Royal family are reportedly worried about the risk of the former Prince Andrew taking his own life because of the Epstein allegations. There is clearly a public interest in investigating those claims, although Andrew has never been convicted of any crime and denies any wrongdoing.

And regularly, defendants facing trial for a range of offences make the decision that suicide is better than the shame and publicity surrounding a conviction. There clearly is a public interest in the reporting of criminal cases but it is not without a human cost (interestingly in some countries, Germany being one, defendants are only identified by their first name and an initial).

Even if all the allegations against Arday are true, clearly he is very much at the lower end of the public interest spectrum. And whatever the rights and wrongs, and however blame is apportioned, his death is a tragedy.

5 Tips for Handling Right of Reply Requests from Journalists

Steph Spyro — Mon, 17 Aug 2026 06:45:27 GMT

Journalist Steph Spyro is the founder of Off the Record

Press officers are some of my favourite people.

Sure, we butt heads sometimes but they’re doing their job and I’m doing mine.

A weeks-long saga with one particular press office (when it comes to right of replies) has, unusually, crept under my skin.

So, in the spirit of keeping my blood pressure down, this edition is dedicated to the five things I think press officers might find helpful, particularly when dealing with right of reply requests from reporters.

Avoid asking journaists about prominence in newspapers or on websites. I get asked this surprisingly often by press officers but I think it’s a fairly fruitless inquiry. I could tell you at 1pm that the story I’m working on is going to be splashed across the front of tomorrow’s newspaper. Then something else could happen at 6pm and suddenly it’s been bumped down the running order and is, at best, the biggest story on page 10. Newsrooms are fluid places. What looks like a huge story at lunchtime can be completely eclipsed by something else a few hours later.
Sometimes I’m told that busy press offices will dedicate more time to responding to stories they know are going to be more prominent. I understand why you might want to prioritise your resources but asking a journalist to predict exactly where their story will end up is not a particularly reliable way of doing it. I think that prominence shouldn’t be the deciding factor in whether a journalist gets a useful response.
Don’t make me chase you to tell me you’re not going to respond. If you’ve chosen not to give a reply, just let the journalist know. I approached a well-known firm for a right of reply last week. A spokesman called me soon after saying they would not be responding. I made it clear that it would mean I’m writing “XXX declined to comment” and he had no problem with that so it is what we printed. I appreciated the directness.

8 Ways PRs Can Still Get Coverage During Silly Season

Dan Townend — Thu, 13 Aug 2026 06:45:36 GMT

Dan Townend has been a journalist for over 30 years

There is no doubt, we are in the long grass of silly season.

The courts have wound down, politicians are on holiday, half the country is away with the family and the other half is struggling with yet another heatwave.

Basically, not much is going on so journalists dub it silly season – when stories, often lighter and a bit dafter, that might not normally see the light of day, make the papers and the websites.

I always remember my first summer at the Daily Mail in 1998 and thinking how quiet it was apart from the 1998 World Cup. “What would we put on these pages if it wasn’t for David Beckham?” I remember asking. To be honest it seems like a struggle every year.

So, while the media does carry on churning, I’d suggest the bar for what gets published is lower than at any other time of the year.

And the other effect is that stories that might in the other 11 months of the year make a page in a paper, or a couple of hits online, suddenly become spreads and are deemed worth coverage for days on end.

Let me give you a small sample. And I’m not saying any of these stories are without merit, just not worth the endless coverage they have received.

Exhibit A – Westminster Council might ban stand up drinking in pubs in Soho. A claim that Westminster denies and says has been deliberately twisted but one Andy Burnham as a good northerner who likes a pint has taken up the cudgels over.

Exhibit B - The Jason Arday row. Professor at Cambridge may have “sexed up” his portfolio and exaggerated his life story. And I know there’s a bigger issue around diversity and equality here. But even so, the wall-to-wall coverage I’m suspecting is going largely unread.

Exhibit C – The weather. Just the weather. And I know us Brits are obsessed but the same pictures of frazzled grass and youngsters jumping into fountains. And it’s not like anything new is happening – it’s just staying hot. (And I know lots of you will be keenly involved in climate and environmental issues. But I suspect the coverage is not addressing your concerns).

Maybe it is the heat that’s making me a bit angsty.

Anyhow, for those still working in August, a few thoughts on what you can do the next few weeks

If you can’t beat them, join them. The stories that get inflated coverage are probably going to stick around. If you can find that new angle or provide that new analysis, then you have a better than normal chance to hit the mark.
In the absence of some of the heavier news, including politics, don’t be afraid of a bit of lightness. The bar is lower and news desks are more accepting of the fluffier news stories. If you have a bit of consumer data or similar in the bottom drawer, it’s a good time to brush it off and get it published.

How to Get Influencer Coverage in the National Press

Steph Spyro — Mon, 10 Aug 2026 06:45:29 GMT

Molly Clayton is the Daily Mail’s influencer editor

It brings me great pleasure to hand the reins of today’s edition to Molly Clayton, influencer editor at the Daily Mail, Mail Online and Mail on Sunday.

Molly, who is the first person to have such a title at any of the UK’s national papers, has a front-row seat to the rapidly changing world of digital fame.

So, Molly, what does your role allow you to cover that traditional showbiz reporting perhaps didn’t? My role as influencer editor is the first of its kind at a national newspaper, which is incredibly exciting. I recognised that the entertainment landscape has changed dramatically, and this role reflects that shift. Having spent three years as a Showbiz Correspondent, I saw first-hand how premieres, fashion events and red carpets evolved. Increasingly, the guest lists weren’t made up solely of actors, musicians and TV stars – they were filled with influencers who were drawing just as much attention, if not more. These creators have built hugely loyal audiences across platforms like TikTok, Instagram and YouTube. Millions of people follow their lives every day, take their recommendations seriously and are genuinely invested in what they do. Traditional showbiz reporting understandably focused on established celebrities such as Kate Moss or Brad Pitt. My role allows us to tell the stories of today’s digital stars, whose influence on culture, fashion, beauty and consumer behaviour is just as significant, while also holding them to the same level of scrutiny and journalistic standards as any other public figure.

Subscribe now

What are the biggest mistakes brands and PRs make when trying to get influencer coverage? One of the biggest misconceptions is that simply attaching a well-known influencer to a campaign is enough to make it newsworthy. While having recognisable talent certainly helps, readers are looking for something they can’t already see on Instagram or TikTok. We need a genuine story, whether that’s an exclusive announcement, an interesting angle or behind-the-scenes access that adds value. Another mistake is treating influencer coverage as if it’s just a press release. Journalists still need the same access we’d expect for any other interview or feature. That means high-quality photography, time with the talent and the opportunity to ask our own questions rather than relying on pre-approved quotes. The more exclusive the access, the stronger the story. Brands and PRs who understand that collaboration tends to result in much better coverage, because it allows us to produce original journalism rather than simply republishing promotional material.

The Daily Mail’s influencer editor Molly Clayton

You don’t just write. You also create videos on platforms like TikTok. Talk me through the process of a story and how you decide what platforms to share it on? Creating content for social media has become a huge part of my role. Wherever possible, I produce a video to accompany the stories I write because it’s one of the most effective ways of reaching the audience I’m reporting on. That said, it can be challenging to balance both. Breaking and writing an exclusive is already a high-pressure process, and once the story is live, I then have to script, film, edit and publish a video, often within a very short timeframe. There are definitely days when it’s exhausting, particularly as putting yourself on camera can open you up to criticism online. However, the results make it worthwhile. I’ve seen countless examples where a TikTok or Instagram video has significantly increased page views, subscriptions and engagement with a story. If a story is trending on TikTok, for example, it’s a chance to join that discussion by adding original reporting, context and exclusive information that audiences won’t have seen elsewhere.

What’s the best pitch you’ve received recently, and what made it so good? The pitches that always stand out are those offering genuine access to influencers who rarely give interviews or address the topics everyone is talking about. Too often, creators can build enormous audiences without ever answering the difficult questions their followers are asking. So when a PR offers an interview with the understanding that nothing meaningful is off limits, it immediately grabs my attention. The best pitches aren’t just promoting a product or campaign, they’re offering the chance to tell a compelling story.

7 Essential Tips for PRs on Making YouTube Work for Your Clients

Dan Townend — Thu, 06 Aug 2026 06:46:06 GMT

Dan Townend has spent more than 30 years as a journalist

There are two stories from either side of the Atlantic, and from very different publishers, which illustrate the growing importance of YouTube in a modern media portfolio.

First the rather remarkable story of Time magazine throwing off its iconic past to work with content creators – a move which has seen its views on YouTube up nearly 800% in a month and a significant rise in revenue from its social platforms.

Those collaborations have included travel bloggers, sports experts, pop stars and a Love Island starlet hosting a live red-carpet event. Time’s own staff are also getting on board with creating output for YouTube and other platforms.

Second, amid the difficult set of half year results from Reach, some good news from the Daily Express and its YouTube chat show the Daily Expresso. Deputy Editor Sam Lister described the news chat show as a “shot in the dark” but it is beating all its UK rivals, with 3.4 million views in June alone (beating the Telegraph’s Daily T, The Rest is Politics and the News Agents).

More than ever, it feels the tide is turning as major publishers and sole content creators alike monetise social platforms and reach vast audiences.

So, what role do PRs and comms pros have in all this?

Well one way is to get your clients on to their own YouTube channel. But if that feels ambitious, at least at the moment, here are some thoughts on how to YouTube-proof your customers, charities and companies.

It’s all about the personalities

YouTube works when personalities can engage with an audience because of their expertise, knowledge, ability to explain and coming across in a natural manner.

Think who, in the organisations you represent, can explain difficult topics well, who has first-hand experience or insight, who disagrees with conventional wisdom.

It’s very different to getting quotes into a newspaper article – but also hugely rewarding and in today’s media landscape much more important, I would suggest.

Think who can speak conversationally but with confidence, who can explain clearly and tell engaging stories. Can they get away from the jargon and language of business or the charity sector to make what they are saying more accessible. Are they comfortable with longer discussions and when the conversation moves on or they get asked a tricky question can react naturally rather than delivering rehearsed soundbites.

It might be you don’t have a ready-made YouTuber to hand but think who might have potential to become a media presence with some training and encouragement.

The Complete Guide to Sending Journalists Reaction to Stories

Steph Spyro — Mon, 03 Aug 2026 06:45:13 GMT

Journalist Steph Spyro is the founder of Off the Record

Should you send a quote for a piece that’s already been published? When should you send journalists reaction to a news story? Those are the question I want to tackle in today’s edition.

A few sentences landing in my inbox from a charity, campaign group or business boss can sometimes be the most helpful thing in the world. It could give me the intro to a story, a whole new angle or some analysis for readers.

Frankly, sometimes reaction landing in my inbox could actually give me the heads up to a story I may have completely missed. In all those instances, a quote is very much welcome. News is a 24/7 beast with live blogs, newsletters, videos, print articles and online web stories. It’s an animal that constantly needs feeding.

But I will sometimes get reactions that are instantly ignored… and it sometimes has absolutely nothing to do with its content but more its (poor) timing.

You’d be surprised how often I get sent a request asking me to slot a reactionary quote into a story DAYS after an announcement or the release of official statistics (and long after my article on the matter has been published). You won’t be surprised to hear the answer is always no.

So, today I wanted to do a thorough guide on when to send journalists reactions to news stories (and when not to). I give lots of examples to try to help comms pros get into the minds of journalists on what can be a tricky issue to navigate.

Before I get into it, the one thing I would say is make it really obvious what you’re sending a response to. You would hope that based on the quote and person or organisation sending it, we would immediately be able to tell what you’re reacting to but it’s always worth making that crystal clear in the subject line or in the first line of an email. It could look something like this: CEO reacts to Labour’s “perfect storm” announcement on XYZ.

If you’re sending a quote and it is linked to an embargoed announcement, ALWAYS include the embargo time in your email too.

Right, now, onto the fun stuff… When should you send journalists reactions to stories after they’ve been published?

The PR winners and losers from Andy Burnham's first two weeks as PM

Dan Townend — Thu, 30 Jul 2026 06:46:08 GMT

Dan Tonwned has been a journalist for more than 30 years

Two weeks in and we are starting to see what an Andy Burnham premiership might look like, at least in terms of its priorities.

And it is fair to say that although he plans to work inside the 2024 manifesto, there are some significant divergences between PM Burnham and Keir Starmer, in both substance and style.

So, here are some of my thoughts and insight on the direction of travel of this government. What is going to be important and what is not? Let’s talk abou how Burnham seems set to be significantly changing the traditional political media model and what it all might mean to PR and comms teams.

And as a former special adviser in government, I must warn you it does come with a chunky health warning – after all, he wouldn’t be the first Prime Minister to be blown off course by events and political reality.

Media policy: Burnham’s approach to comms has been distinctive to say the least. The plan has clearly been to concentrate on appealing to a younger audience on social media and other platforms rather than engaging as much with mainstream media. One key adviser is Abby Tomlinson who set up the Milifandom movement on Tumblr and Twitter to defend Ed Miliband while others are also very much children of social media. This is partly an effort to ward off the threat of strong social media performers like Nigel Farage.

I think there are a couple of issues at play here.

How to Pitch TV Journalists: A Day in the Life of a GB News Senior Producer

Steph Spyro — Mon, 27 Jul 2026 06:45:34 GMT

Keith Bays is a senior producer and political journalist at GB News.

Keith Bays’ name may not ring a bell to all of you reading this edition but there’s a good chance you’ve heard him! The GB News reporter and producer recently became the talk of the town for the direct way he asks questions to ministers entering and exiting No10 during the Labour leadership crisis.

A montage of him firing questions at the Government’s (former) top team as they filed out of a Cabinet meeting recently featured on the BBC’s Have I Got News For You.

A bit like me, Keith wears two hats. He is a senior producer and a political reporter. He also happens to be one of the most supportive journalists in the industry.

Keith, what does a day in your life as a senior producer look like? This is a really hard question for me to answer as my role at GB News encompasses a range of jobs. I wouldn’t say I’m a conventional senior producer, and my weeks vary greatly from one to the next.

Most weeks, I’ll work on planning specials such as our recent special in Crowborough for Patrick Christys’. show This involves conducting recces, guesting, securing will-says, organising hit times with shows, working with security and operations on logistics, making sure we have balance and a range of views for best practice and compliance and ensuring everything is checked from a legal point of view.

Keith interviewing Conservative leader Kemi Badenoch

I also chair a pre-production meeting, and on the occasions I am not field producing the specials, I will write up comprehensive handover documents for the producers. However, most of the time I will field produce the specials. Plus, I am in the process of finishing the planning for GB News’ 5th birthday special on August 6, in which we will be in locations such as Aberdeen, Durham and Leeds.

I sit within the newsdesk at GB News, so I will fulfil many of our pool obligations. E.g. I will interview politicians such as Kemi Badenoch, Sir Ed Davey and Nigel Farage for the broadcast pool. Those interviews can be used by all major broadcasters. This involves me, at times, travelling the country, attending visits with those politicians and interviewing them. Asking both questions I've written and that other broadcasters set into our pool chat.

Subscribe now

I also regularly shout at the Cabinet on a Tuesday and the Prime Minister on a Wednesday. More on that later. I attend press conferences and ask questions for GB News on TV. This allows me to scrutinise politicians on behalf of the channel and its viewers, and it’s a great experience for me personally doing this live on national TV.

And I am sent out, when required, to vox-pop the public. This lets me put questions to the public to gauge their response; we can then clip this up and use it in our shows. I also write both analysis pieces and news reports for the channel, and I source content such as op-eds for GB News membership.

Keith live on GB News

Additionally, I will put together assets, e.g. clips/images and then write a script for GB News Originals on YouTube. I then record those to use across all social media platforms. I interview guests and politicians for GB News quite often for our various social media platforms. I most recently did this at a very quiet CPAC GB earlier this month.

I also work at all party conferences for GB News, such as ARC, CPAC GB, as well as all of the political party conferences and the TUC, plus selected special events.

And there’s more! I also take my journalist hat off to plan the GB News drinks party at the Conservative conference, the reception at Reform’s conference and even the GB News staff Christmas party. My fabulous colleague Sophie Ashford organises the GB News Labour drinks event and does a superb job.

As well as all of that, I can write scripts for TV, output shows in the gallery and edit using software such as Premiere Pro. So, when you work at a modern national news channel these days, you have to be adaptable and multi-skilled to be successful, in my view.

No week is the same in my job and they are always busy weeks.

What is the best way to pitch a broadcaster? I would say always pitch the newsdesk, planning teams, editors and bookers. They all have a great degree of editorial decision-making. So rather than waste time, I’d spend time pitching those who can say yes or no.

What makes a great TV spokesperson? Knowledge is power. If someone is clearly knowledgeable about a topic and can articulate that in a concise way, then that for me is a winning recipe.

Credibility is also important. If someone has experience in a relevant field, has held high office or has skin in the game, that’s what I am looking for. It’s important that, when possible, we provide the best guests for our audience to listen to. Their insights can be incredibly valuable.

Do you want to see experts recording their own video and sending that over? Is that useful to you? If so, what would you want this to look like for TV? Not really. We want guests to come on live TV, ideally in the studio, if not via Zoom. We don’t want presenters throwing to guests doing their own pre-records; that would be strange. Then you have to potentially edit that and check it legally - lots of unnecessary work for a worse outcome/product.

I can see an argument for guests or experts recording such things for digital, potentially, but not for TV.

Quick fire…

You’ve become a bit known for shouting at politicians as they walk into Downing Street… What’s that experience like? I enjoy the experience; it’s great. I get paid to shout at the Prime Minister and the Cabinet most weeks. I am not short on confidence, so shouting questions has never bothered me in the slightest.

It’s an important job holding power to account. Many broadcasters take those shots live of the Cabinet arrivals and departures, and the PM departing Number 10 for the Commons on a Wednesday, so the public have the opportunity to see their elected officials have their feet held firmly to the fire. Plus, the picture would be boring if there were no shouts.

Since I have done it, I have been nicknamed the new Gobby and had a piece written in The Telegraph’s Peterborough Diary by GB News Political Editor, Chris Hope, who is one of my mentors alongside editorial director Mick Booker, former editor of the Sunday Express. I’ve also featured twice on Have I Got News for You, a real highlight for me.

But it was when the new Cabinet was appointed that I realised there was a different side to it all. Many of the people I had spent two years shouting at had gone, many to the backbenches. I spoke over WhatsApp with one now former Secretary of State to say I would miss my shout exchanges with them, to which they replied, “I’ll miss you too” - a very rare, sweet moment in what is the rough and tumble of British politics.

What PRs Need to Know About How Publishers Are Targeting Quality Content

Dan Townend — Thu, 23 Jul 2026 06:45:15 GMT

Dan Townend has been a journalist for nearly 30 years

A stark contrast this week highlights what is working and what is not in mainstream media.

The good news first. Publishers who are concentrating on quality rather than quantity are starting to see success.

Subscribe now

The Telegraph has been working on its portfolio of newsletters and has whittled down the numbers from about 40 to 26 brands over the course of an 18-month project.

The aim is to ensure the newsletters are “pieces of journalism that should provide quality within the inbox in their own right”, according to Maire Bonheim, head of newsletters at The Telegraph.

The focus has been on quality, keeping readers coming back, building brand loyalty and improving journalist recognition. The aim ultimately is to boost long-term subscriptions.

It’s a lot of hard work. Some newsletters scrapped, others revamped and then revamped again. But the evidence it is working is impressive with some newsletters doubling their open rates.

The joys of newsletters – and how they can be a real boost to the comms industry – is something that my colleague Steph looked at in her must-read Monday column.

But The Telegraph isn't alone. Across the industry, publishers are fundamentally rethinking how they decide what deserves to be published.

How to Use Newsletters to Get Coverage

Steph Spyro — Mon, 20 Jul 2026 06:45:18 GMT

Steph Spyro began Off the Record in July 2025

Off the Record is officially one year and one week old! Here’s a small post to say a VERY BIG thank you for all your support over the last few months. It will come as no surprise to hear that I’m a MASSIVE fan of newsletters. I love writing this one and I love reading plenty of others too.

Comms pros can use this magical tool to get media coverage and boost the profile of either their own company or their clients.

Newsletters are fantastic because they’re curated. They build trust and create a sense of community. They feel personal, reliable and focused. If they’re done right, they’re packed with ideas, fresh trends and even the odd exclusive.

Unlike a corporate blog, newsletters have a distinct voice. Over time, readers feel like they know the person behind them. (At least, I hope that’s how you feel when you read OTR!)

They also land directly in someone’s inbox. LinkedIn, X and Instagram algorithms decide whether people see your content. A newsletter isn’t dependent on the whims of something else.

One of the biggest reasons journalists subscribe to newsletters is because they spark ideas or provide unrivalled analysis. A single statistic, observation or emerging trend can turn into a news story. If your newsletter consistently helps us understand an industry or spot what’s coming next, we’ll begin to see you as a trusted source. Also, when your pitch or organisation does eventually land in our inbox, you’re no longer a stranger.

Newsletters are also brilliant for building your own profile, or your clients’. If I’ve never heard of someone who’s pitching me, one of the first things I’ll do is look them up. Having a newsletter that demonstrates expertise, shares thoughtful analysis and shows you’ve been talking about your sector instantly adds credibility.

Now, you might be wondering what makes newsletters different from press releases.

A press release tells journalists what has happened (or is about to happen). A great newsletter explains why it matters, what it means and what might happen next. That’s the kind of insight journalists value from the organisations and experts we rely on.

Having published Off the Record since July 2025 (still can’t quite believe that!), I’ve learned a few things about how to write a newsletter so here are my 10 top tips. I’ve also shared a few thoughts on how I think you can make newsletters useful for journalists.

How AI is Transforming the Media

Dan Townend — Wed, 15 Jul 2026 15:56:51 GMT

A few weeks ago, a friend of mine showed me his new news channel.

Using Claude AI, he had formatted his own media station which gave him personalised information on the topics he finds interesting. It included graphics, explainers, Q&As, clips of video. It also offered a bespoke news bulletin of varying lengths depending on how much time he has to listen.

Subscribe now

And before you ask, my friend is not a software programmer or tech developer – he’s just an enthusiast who, I’ll be honest, likes new gadgets and is up for trying things.

I was reminded of him after reading about media researcher Nic Newman’s presentation to the Media Voices Publishers summit last week.

There he laid out a simple truth – AI can do what journalists do, just quicker and better.

It can find the information and it can format it astonishingly well in a way that is personalised to a user. Want data in charts? No problem. Want a three-minute audio explainer. Here it is. Need analysis of what might happen next? Sorted.

Newman described what AI is creating as “liquid content” adding: “Content is becoming much more fluid, whether we like it or not. It’s going to be remixed in many different ways, and audiences will expect and like that level of personalisation, that they can get the content in the format that they want.”

The tech is phenomenal and is only going to get better and more accurate.

It is clearly a challenge for mainstream media when the information people used to rely on is now available at a click of a button and in exactly the way you want it.

It’s a sign of how fast AI is transforming the media landscape, but it has big consequences for the media and anyone who wants to engage with it, like PRs and comms teams.

How to Pitch to a Sunday Newspaper

Steph Spyro — Mon, 13 Jul 2026 06:30:56 GMT

Sabrina Miller is the whitehall correspondent at the Sunday Telegraph

I’m thrilled to have Sabrina Miller, whitehall correspondent at The Sunday Telegraph, in the OTR hot seat this week to take us behind the scenes of one of Britain's biggest Sunday newsrooms. She explains how her week is structured, why Tuesdays are her prime pitching day and how comms teams can dramatically improve their chances of landing a weekend splash.

Sabrina, can you talk us through the structure of your week considering you work for a weekly Sunday paper? How is that different or the same from being on a daily paper? The Sunday lobby routine is really unique. Every Tuesday afternoon I have a meeting with the editor, news editor and political editor where we discuss our themes of the week and pitch any ideas we have. It’s a really open space where we share our not yet fully-formed thoughts. The challenge is always trying to predict the future and think ahead at where the week is going and how you can contribute something original and insightful to that conversation.

But if you’re a comms person and suggest something on Tuesday morning that will hold to the end of the week and is really off-diary, then that is always massively appreciated. It means I can readily present it to the editor and get an early firm yes or no. On Tuesday’s I am also at my most receptive to new ideas and pitches especially with new contacts because I have time to check out the details and make sure I am happy with it.

On Wednesday and Thursday I essentially have free rein to pursue my own ideas and investigations and grow my network. These days vary week to week. It may mean long lunches. It could also involve attending conferences, doing door knocks, sending FOIs, reading Government documents, working on some longer term investigations, or joining politicians on the campaign trail. I have a huge amount of freedom which is something I really enjoy but there is also a lot of pressure to be productive and deliver new agenda-setting stories every week. And if you don’t deliver something interesting on Sunday it is plain for the world to see.

By Thursday afternoon and Friday I need to seriously think about filing. So I will start finishing off my copy, making sure I have sent all my right of replies and had everything legalled. As the news agenda is so fast paced at the moment it is hard to massively plan ahead especially with some of the more live stuff. You can start the week thinking the main issue of the week is a Government U-turn on welfare and end the week with Donald Trump threatening to invade Greenland. I aim to file maybe between two to four off diary stories per week. The idea is that at least one of these is good enough to be on the front.

Then Saturday is essentially a live news day. It’s typically a bit more reactive but also exciting because splashes are often finalised on a Saturday. It also involves ringing up a lot of MPs and special advisers on their weekend!

Subscribe now

What do comms people need to keep in mind knowing the rhythm of a week is different for a weekly paper? Speak to me early in the week. I have quite a lot of availability on Tuesdays and Wednesdays to meet up and build a genuine relationship and it is something I genuinely believe is essential. But unless you’re pitching Watergate or something really live, I am not massively receptive to new ideas on a Friday and Saturday because I am already locked in.

If you’re in doubt about whether I am using your story, call me.

If a communications team wants to land a major Sunday story, what should they be thinking about? I don’t think this will massively differ from a daily newspaper. Exclusives are obviously king (especially for the Sunday paper). If there is a strong news hook that is even better. If we have a good relationship then I definitely take more time to think about how I can make the story work. I enjoy working collaboratively with good contacts and sources and speaking ideas through on the phone. Comms professionals are the experts in their field so I rely on the ones I trust for pointers and direction.

I am interested in all types of stories (everything is political) but it definitely helps if a comms team reads the news, reads The Telegraph and reads the sorts of stories I have done before too.

Have social media and 24-hour news made it harder to hold stories for Sunday publication? And then what happens if you get out-scooped during the week The Telegraph and The Sunday Telegraph is an amazingly collaborative place to work. If it is a genuinely good story and I am worried about being scooped then I can get it placed in the daily. For example, after the Iranian Supreme leader Ayatollah Ali Khamenei was assassinated by the US and Israel I wrote an exclusive story with a colleague (which was featured I believe on a Wednesday or Thursday) about university students mourning his death.

I also went to Ukraine for an investigation featured in the daily newspaper so it’s really not territorial, which is great because I hate getting scooped more than anything.

But I do think journalists probably need to start thinking about social media more (other than X). It’s not something I am doing properly yet and that is definitely a mistake.

Quick fire…

One word to describe Westminster? Madhouse

Politician you’d most want to interview? Current politician? Probably Shabana Mahmood. I think she’s really impressive and I don’t think she’s done many sit downs…

Most overused political phrase? An anonymous Government insider said…

If you could only have access to one of these for the rest of your life, which would you choose: X, WhatsApp or email? You’re killing me! How can I choose between X and Whatsapp? Gun to my head… probably Whatsapp (as long as I can keep my disappearing messages on a la Starmer)

What topics are you most interested in right now? How can people can contact you? If you send me an email on sabrina.miller@telegraph.co.uk I can send you my number. Whatsapp is best.

Remember folks, keep this just between us! We’re off the record.

Thank you for reading Off the Record! We want to make our newsletter as helpful as we can, so please get in contact if there’s anything specific you want to see.

You can follow Off the Record on Instagram and TikTok.
You can follow Steph Spyro on Instagram, TikTok, Twitter/X and BlueSky.

What Comms Pros Need to Know About the Biggest Changes to Broadcasting in 70 Years

Dan Townend — Thu, 09 Jul 2026 06:45:32 GMT

Dan Townend has been a journalist for more than 30 years

Like buses, big news seems to come all at once. And this week saw two seismic developments that will change the face of the UK media significantly.

The first, the agreed merger (although getting it past the regulators may take another 18 months) of Sky and ITV’s broadcasting arm. The second the complete rebuttal of Prince Harry and others claims of hacking and illicit news gathering at the High Court.

Subscribe now

Both are worth considering for the significant way they are going to change the media landscape in the years to come - for good and bad.

Sky’s £1.6billion merger with ITV is an effort to combat entertainment giants such as Netflix and Disney in an age where size is everything. The move will allow the new business to capitalise on both the subscription model and free to air markets and allow significant savings across the board. It’s been spurred by the continued drop in ad revenue that ITV is managing to pull in. Last year its top line earnings were £234million and that is trending downwards as streaming services and social media platforms gobble up ad revenue.

And, of course, like the print media, the number of people watching traditional scheduled TV is plummeting, particularly outside big events such as the World Cup. ITV’s biggest programme remains Coronation Street, with around four million viewers, but like seeing someone in the street holding a newspaper, those viewers are nearly all over 50 and often much older.

The implications for comms professionals are significant. A successful commercial broadcaster is part of a diversified media. How successful the merger will be may take a while to work out. But without doubt this is the biggest change to commercial broadcasting since ITV was launched in 1955.

But I wanted to make some observations on what is undoubtedly the most vulnerable part of the business, its news rooms.

Q&A: Is It Acceptable for PRs to Give Journalists a Deadline to Respond?

Steph Spyro — Mon, 06 Jul 2026 06:31:19 GMT

Steph Spyro will answer comms pro’s dilemmas every three weeks as part of a new Off the Record series

I’m so excited to share that Off the Record is launching a new Q&A series!

It will tackle a real-life communications dilemma. Whether it’s how to pitch a tricky story, handle a journalist’s unexpected call, dissect a real pitch that failed to land, respond to a difficult request or navigate a media crisis, we’ll answer the everyday questions you’re grappling with.

Here’s how it works: send us your real-world predicament (that will be featured anonymously) and either I’ll answer it or draft in support from a journalist in another specialism if needed to explain exactly how they’d handle it, what they’re thinking on the other side of the phone or email and what gives you the best chance of success.

We’ll feature one every three weeks (so our practical tips and interviews with other journalists aren’t going anywhere)!

The aim is to improve understanding, strengthen relationships and make life easier for both journalists and comms professionals. So, what’s your dilemma? Send it in, and we’ll tackle it. Think of it as the comms world’s agony aunt... where journalists answer the questions you’ve always wanted to ask but never quite dared.

I got an email last week at info@offtherecordmedia.co.uk from a comms pro with nearly 25 years of experience who wanted advice on “one of the thorniest issues to navigate”.

None other than whether it’s acceptable for PRs to give journalists a deadline to respond to an exclusive… “or is that overstepping the mark?”

Subscribe now

Here’s an extract of the email: “You offer a journalist an exclusive (bearing in mind as a PR you’re under some pressure to deliver, often within a timescale) and then you don’t hear back. You might send a follow up, but if you still don’t hear, you would probably try elsewhere. But how long do you reasonably leave it, considering the journalist may be on deadline or may need to wait until the next editorial meeting to pitch it etc.?

“Sometimes they very helpfully send a one line holding email along the lines of, “Thanks, this is interesting - can you leave it with me” but often they don’t, and as a PR you can get in hot water if you give them a few days and having heard nothing you pitch elsewhere - and then the first journalist comes back and is thoroughly p****ed off!

“I’ve had this where I gave a journalist on a national a week, and chased, and when I’d heard nothing, I pitched to another national who said yes straight away - and then the first journalist came back and said her editor had said yes and they’d like to do it. Very awkward and relationship damaging!

“I had to explain I hadn’t heard and had tried elsewhere and I’m sorry but they’re running with it - and she said I hadn’t given her long enough. But as a PR if you give two or three people more than a week to reply, your story risks going stale and your client is probably wondering what on earth’s going on.

“I would love to hear your tips on this. Should PRs give journalists a deadline to respond - or is that overstepping the mark?”

So, here’s what I think:

UK Media Fears that Andy Burnham Will Bring in State Press Regulation as Prime Minister

Dan Townend — Thu, 02 Jul 2026 06:46:04 GMT

Dan Townend has been a journalist for more than 30 years

He’s not even in Number 10 yet but Andy Burnham is already causing disquiet among some ranks of the media.

And the reason is nothing to do with his plans to nationalise water or railways, or to devolve power to the regions.

Instead, it’s the old chestnut of mass media regulation that is threatening the peace. A sign of what a Burnham administration might mean for the MSM was highlighted last week in a basement meeting in Westminster, where actor and leading light of press campaign group Hacked Off Hugh Grant held court.

The mood among activists was optimistic, with the thinking being that state regulation of the media might be closer than ever if Burnham becomes PM later this month. Grant told fellow activists: “As we switch leadership of the Labour Party, switch prime ministers, there’s a chance finally to get something done.”

There is a good reason for their enthusiasm. Burnham, as we touched on last week, has said he wants to revive Leveson 2, the part of the press standards inquiry probing the relationship between journalists, the police and corporate governance failures at news organisations. In March he was reported as saying: “I haven’t given up on [Leveson part two]” and would do it “if he had the influence”.

Much of what a new inquiry would look at feels very historic now, particularly in a digital age, but a new probe would be awkward and is likely to be broadened to include the role of comms and PR and the influence they have over coverage. For communications teams, any renewed inquiry would raise questions about transparency, access, lobbying, media relations and the increasingly blurred lines between journalism, influencers and corporate communications. And that’s before the impact of AI.

There is also likely to be a push to make mainstream print and online titles come under state regulation – perhaps as part of a deal to help prioritise trusted sources of news on social media and YouTube. In the past Burnham was a proponent of Section 40 of the Crime and Courts Act 2013, legislation designed to force news publishers to join a state-backed regulator. Under the measures, publishers would have been liable to pay all legal costs in libel or privacy lawsuits, even if they won, unless they were a member of such a regulator.

Burnham’s links with press campaigners are long standing. Grant and his fellow activist actor Steve Coogan campaigned with him in the Makerfield by-election. And a key member of Burnham’s team is Anneliese Midgley MP who called for a debate about renewed allegations from the investigative journalist Nick Davies, who originally exposed the phone hacking scandal.

With judgment in the High Court case of Prince Harry and others against the Daily Mail expected within weeks, this may be the last chance for campaigners to get the prize they have long sought.

Then there’s what already seems to be a rocky relationship with the media.

What Comms Pros Can Learn from the Journalist Who Exposed the Post Office Scandal

Steph Spyro — Mon, 29 Jun 2026 06:31:19 GMT

Nick Wallis is an award-winning freelance journalist

Ladies and gentlemen, it gives me enormous pleasure to introduce Nick Wallis. In many ways, this is more of a reintroduction because chances are you already know his work... even if you don’t realise it.

Nick is the investigative journalist whose relentless reporting brought the Post Office scandal into the national spotlight and helped expose one of the biggest miscarriages of justice in modern British history. I have followed his work since I joined the industry in 2019. As a cub reporter who had just dipped her toe into journalism for the first time, he was probably the first UK reporter I looked up to.

In this edition, he shares what comms pros often misunderstand about investigative journalists and the lessons organisations still haven’t learned from major crises.

What is the biggest misconception communications professionals have about investigative journalists? That we’re not onto something potentially very serious.

The Post Office story became one of the biggest scandals in modern Britain. Talk me through the moment you realised it was much bigger than a miscarriage of justice affecting just a handful of sub-postmasters? There were two big moments. The first was in 2018 when Alan Bates announced he had got more than 500 people together to take on the Post Office at the High Court which was a significant number, but a relatively small fraction (61) of them had criminal convictions. The biggest moment for me came in 2020 when a line in the “notes for editors” part of a Post Office press release said it was looking at “other” convictions. I went back and asked how many “other” convictions. They told me it was at least 500, which blew my mind. We’d spent more than a decade wondering if we might one day find out if there were more than 100 people claiming they’d been falsely convicted. It was at that point I started calling the Post Office story “a scandal you can see from space”. I took the story straight to the Daily Mail but because we were in the middle of the Covid pandemic it made page 27.

Subscribe now

One of the things that stands out about your work is the trust you’ve built with sources over many years. What’s your approach to developing and maintaining those relationships? You have a duty of care to everyone you deal with which involves explaining everything you can about the implications of putting their story or information into the public domain. People can sometimes invest a huge amount of emotional energy in a story and you are tied up with that in their minds. You have to work out how to remain professional whilst also being empathetic towards people who have likely been through more than you ever will and are now potentially suffering the effects of having to revisit the story for your benefit. We don’t teach journalists about this enough. You also have a duty to handle personal information carefully and never, ever betray a source, whatever the consequences.

Nick Wallis is an award-winning journalist who put the Post Office scandal on the map

In your experience, what mistakes do organisations make when responding to highly emotional public debates or crises? It is firstly about spending as little money as possible, then it’s about self-preservation. They never consider first the harm they might have done.

For communications professionals, what’s the biggest lesson from the Depp v Heard saga about reputation in the social media age? Everyone believes their own story. If those stories appear to be departing from the established facts, less may be more.

What makes a communications professional genuinely useful to a journalist Anyone willing to give context off the record. We need to understand the story in the round to stop us making mistakes.

Quick-fire…
Most underrated journalism skill? Turning up half an hour early.

Most important quality in a communications professional? Responsiveness.

Biggest journalistic lesson from the Post Office story? If there are questions which remain unanswered, it’s probably worth pursuing.

What are you reading, listening and watching at the moment? Reading - I’ve just finished Hounded by Jenny Lindsay, which is superb. I am currently reading James by Percival Everett. I couldn’t sleep last night so I got through quite a bit of it.

Watching - I watched Dear England on Saturday, but apart from that it tends to be live sport and the News.

Listening - I’m on a bit of a Damned roll at the moment, but if you want something modern - Sharon van Etten. I’m never too far from The Cure, though.

Best place for people to contact you? I’m very easy to find. If anyone wants me to come in and talk to their comms or leadership teams about the Post Office scandal, how to navigate the gender wars without upsetting everyone, or journalism in general, I’d be grateful if people did come and find me. I need the work!

Contact Nick here.

Remember folks, keep this just between us! We’re off the record.

Thank you for reading Off the Record! We want to make our newsletter as helpful as we can, so please get in contact if there’s anything specific you want to see.

You can follow Off the Record on Instagram and TikTok
You can follow Steph Spyro on Instagram, TikTok, Twitter/X and BlueSky
Share

What Labour’s Media Shake-Up Means for PR and Comms Teams

Dan Townend — Thu, 25 Jun 2026 06:45:53 GMT

Dan Townend has been a journalist for over 30 years

A problem, and perhaps a solution, has emerged from the final days of the Keir Starmer administration.

The problem is one we have discussed a lot in recent months – the plunging numbers of hits online that mainstream media is getting on key social media. It means less eyeballs on stories and less revenue for publishers. The implication for comms teams is that the hard work you put in to get publicity is increasingly being seen by fewer people.

More evidence of the issue came this week after research showed the majority of the UK’s largest local news websites have seen a decline in audience and minutes spent with their content in the past year. Among the 75 biggest local news titles in the UK, just 16 grew their audience year on year. The average monthly audience at the 75 local news brands analysed fell by 19%, from 2.3 million in April 2025 to 1.5 million.

Subscribe now

The stats are a little depressing. We have already seen that national titles have been badly hit but local journalism has been one of the few bright spots.

There also seems to be another interest group worried about the figures – the Government. This week, the day after the Prime minister announced he was standing down, a green paper was published outlining a “new strategic direction for UK media”.

And maybe it offers a possible solution to that Google algorithm problem that is plaguing all publishers.

It seems ministers genuinely want to shore up the news media and public service broadcasters primarily by demanding that YouTube and Meta prioritise what the paper calls “trustworthy” sources. That explicitly identifies the BBC, ITV, Channel 4 and other major broadcasters and potentially will include publishers. The Government said “a range of national and local news publishers” could be among those given prominence.

How that would exactly look is not clear but it would mean that trustworthy publishers and broadcasters may come up first in searches and have their material promoted over less authoritative sources.

It’s not the first intervention into the industry we have seen from this Labour government. Back in March, it pledged to pay up to £12 million to local media outlets over the next two years to support innovation and help fill what it calls “news deserts” – the 37 local authority districts with no dedicated print, online, TV or radio outlets, affecting 4.4 million people.

It seems ministers have a genuine concern about the health of the country’s media – particularly at a time when conspiracy theorists, bad actors and troublemakers are growing in numbers and reach. Misinformation and provocation online have sparked rioting, false fears and increased distrust in elected authorities and public bodies.

The plan is to ask big tech like YouTube and Meta to make the changes voluntarily but regulation and legislation have not been ruled out, accrding to Department of Culture, Media and Sport Minister Ian Murray.

We will keep an eye on what happens but there are three things comms teams should watch…

How to Ask Journalists for Feedback on a Pitch

Steph Spyro — Mon, 22 Jun 2026 06:31:01 GMT

Steph Spyro is the founder of Off the Record

“Can you let me know why this isn’t one for you?”

It’s a question many journalists receive after passing on a story… and it’s a fair one to ask.

Most comms pros aren’t looking for a lengthy critique, just a quick steer on why something didn’t land can be incredibly useful. One line can help shape future pitches and build a better understanding of what journalists are looking for.

But many writers are battling overflowing inboxes, tight deadlines and multiple stories at once. This means that even the best-intentioned reporter won’t always have time to respond.

That doesn’t mean feedback is impossible to get.

There could be plenty of reasons why a reporter might not respond to you. It could have been bad timing. It could have been the wrong publication. It could have been overtaken by bigger stories that day.

The good news is that there are a few things you can do that make it much more likely a journalist will take the time to come back to you.

Over the years, I’ve noticed certain approaches increase the chances of me replying with some feedback.

Be specific in your feedback request. Avoid asking broad questions such as “Why wasn’t this for you?” Instead, focus on one particular aspect of the pitch. The easier you make it for a journalist to answer, the more likely you are to get a response. A reporter who doesn’t have time to write a detailed critique may still be able to reply with a quick sentence if you’re asking about something specific. For example: “Was the subject line strong enough?”, “Is this a topic you’d normally cover?” or “Would having images or additional assets have made a difference?”

5 Reasons Why Meeting In-person is so Important for Comms Pros and Journalists

Dan Townend — Thu, 18 Jun 2026 06:45:22 GMT

Dan Townend has been a journalist for over 30 years

I was reminded of the joy of meeting people in the flesh last week when more than 50 of you came along to our inaugural Off the Record live event.

I’ll be honest, I’d been a little apprehensive beforehand. Just normal concerns ahead of a new venture: who will turn up, how will the panel of experts go down with the audience, will we get enough questions and what will people think?

Subscribe now

Suffice to say, my fears were misplaced. The place was buzzing, everyone was engaged with great questions and incisive answers from a fantastic panel of journalists. And best of all? The networking afterwards, where journalists and PRs mixed freely with a glass of something in their hand, discussing the serious matters of the day – and also plenty of easy banter and chat.

Thanks to everyone who came along – Steph and I appreciate the support so much.

But it also made me think about why those times we get to meet fellow professionals are good to do. They are interesting and thought-provoking and they lead to more opportunities and better relationships.

More than fifty comms pros join the Off the Record panel last week

Look, I know in our post-covid digital world that dragging ourselves into an office can be hard work. And even at my age there can be a bit of apprehension when meeting new people.

But at a time when it sometimes feels we are all in our individual silos (and with AI set to automate so much of the workplace) it’s important to remember the very real benefits of human contact. So here are a few thoughts, just to remind you why the personal touch is so important.

Building trust and credibility: Journalists receive hundreds of pitches every week. Meeting face-to-face helps a PR professional become a known, trusted source rather than just another email address. Believe me, it can absolutely make a difference.

Understanding what journalists actually need: The danger can be PR teams pitch stories they think are interesting rather than stories journalists need.

What Comms Pros Need to Know About Pitching Sports Reporters During World Cup 2026

Steph Spyro — Mon, 15 Jun 2026 06:45:57 GMT

James Olley is a senior football writer at ESPN

The World Cup is finally here! We caught up with ESPN’s senior football writer James Olley to get the inside track on what stories score with journalists when the world's biggest sporting event is underway.

From cutting through the noise and covering breaking news to the PR pitches that catch his eye, James shares his playbook for navigating the tournament and what comms pros can learn from the media frenzy surrounding it.

What makes a World Cup story cut through when every media outlet in the world is competing for attention? The pace of a World Cup is relentless, especially this one with 48 teams and four matches every day in the group stage. So the best stories either sit above that hamster wheel and give an overarching context or break down one aspect of it into a relatable nugget of information. There are some big issues at this tournament - border control, ticket prices etc - so clear, extreme examples of those (Omar Artan) always cut through.

How much of your coverage is planned months in advance versus reacting to unexpected moments? This is a constant balancing act. Some of the broader topics you can plan for are assigned in advance - an England preview, examining the stadia/pitches in use, lighter topics like predicting the matches or ranking the teams - but the best newsrooms always leave space to pivot quickly based on breaking news.

How has social media changed the way ESPN approaches World Cup coverage compared with previous tournaments? It is changing conventional thinking around priorities. The considered written word now competes with video, live blogs and live shows for attention. For example, a major story could break and the expectation of reporters would be to file news, record and send a video and then perhaps join a live show - whether that is on YouTube or one of ESPN’s linear channels - to discuss and react to it. But ESPN prides itself on making sure we’re right rather than just rushing out unverified information so there is always a balance to be struck between speed and accuracy.

Are younger audiences consuming World Cup content differently from traditional TV viewers? Of course. Social media is driving this. I’ve read that the number of younger viewers ready to spend a full 90 minutes watching the actual matches is in decline. Highlights packages and bitesized information is usually the route in for so many younger people. And then the longer form reads hopefully keep them there. There’s a danger in chasing that younger audience that they are patronised or talked down to - that’s why I believe the long-form pieces are really important so that range of coverage is available to all.

How does coverage differ for hardcore football fans versus casual viewers who only watch the World Cup? This is often about tone. General fans usually want something lighter and more accessible, invariably focused on the biggest teams and the big names. More rudimentary terminology, the big picture items broken down. Hardcore fans want the detail, whether that is tactical or personal. The story behind the story. We’re very fortunate at ESPN that they believe strongly in sending reporters to matches, press conferences, tours, tournaments to really enable pieces to benefit from the granular detail you can only get from being on the ground. That hopefully enables us to service both the casual fan and the sports nut in equal measure.

What separates helpful PR support from noise during a major tournament? Don’t tell us what is interesting. And don’t overwrite. Good PR reflects the rhythm of journalism: breaking news, reaction and features. Timing and relevancy to those three stages maximises the chance of coverage. Also, offering access to experts is generally better than interviewing experts on a journalist’s behalf and emailing their opinions. It widens the opportunity you are offering.

Quick fire…

While reporting on football, do you prefer hot weather or cold? Hot weather

Watch a match in-person or on TV? Always live - why let someone else control what you can see?

Would you have rather been a reporter or player? A lot of reporters are players doomed to remain amateurs and I’m no different

Prediction to win the World Cup? Spain

Reach out to James on LinkedIn, Instagram and X.

Remember folks, keep this just between us! We’re off the record.

Thank you for reading Off the Record! We want to make our newsletter as helpful as we can, so please get in contact if there’s anything specific you want to see.

You can follow Off the Record on Instagram and TikTok.
You can follow Steph Spyro on Instagram, TikTok, Twitter/X and BlueSky.
Share