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Propeller’s Industry Journalists Tell All session is returning to Advertising Week Europe on Wednesday 25 March at 2:20PM on the Entertainment Stage.
Now a regular feature of the Advertising Week programme in both London and New York, the session turns the tables on journalists and explores how editorial decisions are really made inside busy newsrooms.
For communications and marketing teams trying to build visibility, understanding how journalists evaluate stories has never been more important. Newsrooms are smaller, inboxes are fuller and the competition for attention is intense. This session offers a rare opportunity to hear directly from reporters and editors about what makes a story worth covering.
Meet the panel
This year’s discussion will be moderated by Branwell Johnson, Group Director of Content at Propeller Group, who will guide the conversation and audience questions.
Joining him on stage will be:
Hannah Bowler
Editor, Producer and Host, The Subthread
Daniel Thomas
Global Media Editor, Financial Times
Niamh Carroll
Senior Reporter, Marketing Week
Together, the panel will share how they approach story selection, what catches their attention in a crowded inbox and how PR professionals can build more productive relationships with journalists.
What the discussion will cover
Drawing on their experience covering the media, marketing and business landscape, the panel will explore questions including:
- What makes a story stand out to editors and reporters
- How journalists evaluate pitches and story angles
- Why exclusives and strong relationships still matter
- The role of insight, data and access in shaping coverage
- How topics such as AI and industry change are influencing newsroom priorities
Previous editions of 'Industry Journalists Tell All' have featured reporters and editors from publications including Campaign, The Sunday Times, The Drum, Business Insider, Adweek, Digiday and Ad Age. Across those sessions, one theme has consistently emerged: the most successful media engagement is built on relevance, strong storytelling and an understanding of how journalists work.
Join the conversation
The session will take place at Advertising Week Europe at 180 Studios in London on Wednesday 25 March at 2:20PM on the Entertainment Stage.
If you are attending Advertising Week Europe and want practical insights into how stories move from pitch to publication, this discussion will offer a valuable inside look at how journalists think.