PR insights you need to know from Telegraph, Stylist, Startups Magazine and Fabulous
Imagine this. It’s mid 2026 and your product brand is everywhere.
That does not happen by chance. It happens when you understand what editors are looking for and how to pitch your eCommerce brand for maximum coverage.
We recently handed the mic to editors from The Telegraph, Stylist, Startups Magazine and Fabulous, through exclusive virtual masterclasses for our PR Dispatch members.
Founder-led product brands heard directly from the people choosing stories, selecting expert quotes and deciding which products make the cut.
These were real PR insights from editors working across national business press, digital features, shopping pages and expert commentary. Exactly the kind of UK media pitching tips brands need heading into 2026.
Here are three themes that came up again and again — and how to use them when thinking about how to pitch Telegraph, how to pitch Stylist and other national titles.
1. Lead with your expertise
You work in your industry every day.
Interiors. Colour. Fashion. Food and drink. Skincare. Health and well-being. Wearable tech. Whatever your space, you are immersed in it.
You solve problems, you answer questions and you spot patterns others miss.
That is what the press values.
The word expert gets thrown around a lot. But if you run or work for a brand, you already have the perspective journalists want.
When thinking about how to pitch The Telegraph or national business press, it’s not just about your product. It’s about your perspective.
So, what does expert press actually mean?
These features usually include tips, commentary or practical insight from someone who knows their subject, whether that is about a product, the industry or the business.
They are written by journalists who are always looking for credible voices to include. That could be you.
Example angles:
How to use colour in your bathroom without overwhelming the space
When saying no is better for your business
And they want to hear from brands of all sizes.
Anna Woods, editor at Startups Magazine, says she’s spoken to founders fresh out of university, all the way to scale-ups and huge businesses — household names even.
“We champion startups and founders.”
Catherine Bennion-Pedley, long-standing Lifestyle Editor at Fabulous (The Sun), says she loves it when smaller brands reach out:
“I’m personally really passionate about supporting smaller businesses and businesses with a little bit of a story behind them.”
So if you think you’re too small, think again.
And if you’re wondering how to pitch Stylist, Susanne Norris, Digital Deputy Editor, shared something simple but powerful: explain your expertise clearly and outline the types of features you can contribute to. Those emails are kept on file. Editors notice them, even if they don’t reply straight away.
Own your expertise. Include a short bio and a couple of ready-to-use quotes. Make it easy for editors to picture you in a story.
Imposter syndrome can sit this one out.
As Susanne puts it:
"It shows that you're really confident in what you’re talking about and that you can absolutely do it."
2. LinkedIn matters
One of the most practical UK media pitching tips shared in the sessions? Your LinkedIn presence is important.
Bex Burn-Callander, a regular Telegraph contributor, said she would hesitate if a founder didn’t have one.
“Platforms like LinkedIn help verify both your identity and your expertise, making it easier for the press to trust you.”
When you’re learning how to pitch The Telegraph or other national outlets, remember this: credibility is everything.
Editors are vetting quickly. LinkedIn proves you’re real. It shows your track record, your voice and your authority.
Anna Wood added that LinkedIn is often how founders naturally come onto her radar:
“I have so many founders in my network. And I get inspiration from what the industry is talking about. Because sometimes it’s not breaking news, it’s themes that come up.”
If you’re not visible, you’re harder to find.
3. Aspirational stories are in
Bex Burn-Callander says that the mood has shifted.
‘At the moment, the trend is towards aspirational. So for a while, negative stories were really flying. But people are miserable now. The world is on fire, everyone wants to read, “I found a jewel in my grandma's jewellery box worth 3 million and I've turned that into an amazing jewellery business,” you know, they want to hear like the glitz, the exciting sparkle that cheers them up in the morning and makes them feel like anything is possible.’
Uplifting and positive stories are landing across the board.
Susanne Norris adds:
“While we do run a lot of stuff responding to what's going on in the world, I'd say we really feel passionately about being a safe haven from the world when everything feels a bit crazy. So anything that can make people feel uplifted, anything that makes them feel like they're seen, that we relate to them… We wanna be in their brains telling them this is how we are gonna help you find this safe.”
Stories that feel hopeful, relatable and forward-looking are cutting through.
When considering how to pitch Stylist or lifestyle titles, think: hopeful, relatable, useful.
For 2026 PR, the direction is clear:
Lead with expertise
Strengthen your visibility
Pitch stories that feel aspirational and relevant
Editors have told us exactly what they want from product and eCommerce brands. Now it’s your move.
Make yourself seen and heard
Editors like the above rely on strong pitches to shape their articles, and the PR Dispatch database gives you direct access to the editors actively looking for great products, stories and expert voices.
If you want more PR insights from editors and practical UK media pitching tips, our Pro plan gives you access to Editor Festival replays, media contacts and support to help you pitch with confidence.
👉 Watch our demo to learn more.