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We’re pleased to be partnering with Advertising Week Europe once again this March. As both sponsors and programme partners, we’re bringing back our popular panel, Industry Journalists Tell All, for another honest conversation about what it really takes to earn attention in today’s crowded media landscape.
For PR and communications professionals, the relationship with journalists has always been central. But the environment around it has changed. Newsrooms are leaner. Inboxes are fuller. Expectations are higher. And the rise of AI has added another layer of complexity to how stories are sourced, written and shared.
This year’s session is designed to tackle those realities head on.
Crack the Code: Industry Journalists Tell All
Wednesday 25 March
2:20pm GMT
Entertainment Stage | Storytelling & Branding
Our Group Director of Content, Branwell Johnson, returns as moderator to lead the discussion. With years spent on both sides of the media fence, he will challenge editors at the sharp edge of story decision-making on what actually makes a pitch land and what sends it straight to archive.
Together with a panel of senior journalists, the conversation will explore some of the most pressing questions facing PR and comms teams today:
- How do you grab attention with your pitch in an overcrowded inbox?
- What are the most common mistakes that frustrate journalists?
- Are there still meaningful opportunities to build relationships in a fast, time-pressured world?
- Can editors spot an AI-generated email and does it matter if they can?
- How should brands shape stories that feel relevant, credible and timely?
This will be an open and practical discussion. The aim is to give founders, brands and communications professionals a clearer understanding of how to approach media relationships with more intent, more empathy and better results.
The session is part of Propeller’s wider commitment to supporting the industry with honest, useful conversations. From Cannes Lions to Advertising Week and beyond, we continue to create spaces where marketers, media and communications leaders can share real insight and challenge assumptions.
We’ll be announcing the full panellist line-up over the coming weeks.
You can find the full session details and register your interest here.