How do the best startup journalists like to be pitched a story?  We weren’t sure…so we asked the 9 best London startup journalists we could think of, from The Times to Techcrunch to find out. 

Steve O’Hear, TechCrunch

A reporter turned founder turned reporter again, Steve O’Hear is one of Europe’s most influential tech journalists, with over 15 years experience covering the tech startup world. Steve frequently breaks TechCrunch exclusives on European startup’s funding rounds, product launches and pivots. Passionate about making the European tech scene more open and accountable, Steve has worked on and off for TechCrunch since 2009,  with a break as founder of Q & A site Beepl, which exited in 2012.

How Steve likes to be pitched

“Short and to the point over email, but you can read my in-depth guide, which says it all in much more detail.”

See his guide to pitching him here

Follow him on Twitter

See what he writes about here

Or check out his newsletter here

Oliver Smith, The Memo

A regular pundit on Sky News, BBC News and LBC, Smith is the Senior Tech Reporter for The Memo; another award winner being named as an MHP 30 to Watch. His writing principally covers the main technologies interesting and influencing The Memo’s engaged, principally professional, audience. From cryptocurrencies and alternative finance to the revolutionization of credit in the modern day; as well as the occasional strong critique of government policy.

How Oliver likes to be pitched

“Via a short, concise email (with links to pictures if relevant). No need to follow-up, and no need to call. I may not respond, but I promise I do read everything I’m sent!”

Follow him on Twitter

See what he writes about here

Charlotte Jee, Techworld

Passionate about open data and digital reform in government (a topic she’s well versed in as the former assistant editor of Government Computing), Charlotte is the Techworld editor at IDG. Particularly adept at pulling out nuggets of wisdom from tech leaders, Charlotte’s covered everything from Trello founder Joel Spolsky’s tips for career success to our very own member GoCardless’ unique company culture.

How Charlotte likes to be pitched

“I’m pretty easy where pitching is concerned, but via email is your best bet initially!”

Find her on Twitter

See what she writes about here


Woe betide you if you’re an expense happy founder burning millions of VC with little heed to the fundamentals of running a business – Sam Shead, the senior tech reporter for Business Insider, has written some of the most damning articles on startup profligacy in the London startup world, as the founders of Karhoo and Fling found out to their chagrin. However, if you’re not burning money you can rest easy: he’s also responsible for compiling Business Insider’s lists of the most promising and interesting startup founders in the UK, and has profiled many of the UK tech worlds rising stars over the last few years, from Deepmind founder Demis Hassabis to Mike Lynch of $11bn exit to HP fame. An all-rounder, startup stars in their ascendancy should be looking to connect with Sam.

How Sam likes to be pitched

“I like to be pitched by email. If you’re a PR I know well and you know you have a story I’ll definitely be interested in then I’m partial to a Whatsapp as it’s a good platform to have a bit of a chat and for the journalist to ask a couple of initial questions. I typically don’t like being pitched over the phone.” 

Find him on Twitter

See what he writes about here

Mike Butcher, TechCrunch

Editor-at-Large for TechCrunch Europe, Butcher is probably the most influential tech journalist in Europe: he was named as ‘One of the 100 Innovators of the UK Internet Decade’ and was named as one of Wired Magazine’s Top 100 British “digital power brokers”. Particularly passionate about the positive potential of technology to change the world we live in, he’s a co-founder of Techfugees, a 15,000 strong community of volunteers from the tech sector who work towards using technology to address the refugee crisis in Europe.

How Mike likes to be pitched

He handily wrote a guide to it.  

“Subject lines should read like headlines: ‘Catty, the Uber-for-Cats, Raises A $20M Seed Round” (LOL!). Opening sentence should NOT Read: ‘Hi Mike, How are you? It’s hot in London huh?’”

Follow him on Twitter

See what he writes about here

Alex Hern, The Guardian

As tech features writer at The Guardian, Alex Hern’s writing frequently touches upon  cybersecurity cryptocurrency and the dystopian effects of social media today. However, he’s not limited to those fields – in his time he’s written on everything from data breaches and leaks, ransomware and AI ethics to Amazon drone deliveries. Whilst unlikely to be looking to profile your startup, Alex frequently asks startup founders for comment on his stories, giving them exposure whilst also helping people get their expert voices into the public realm, so if your startup is topical right now, it might be a good time to get in touch.

How Alex likes to be pitched

As we found out when trying to get in touch, not by email!

Follow him on Twitter

See what he writes about here

Megan Dunsby,

For anyone who’s looking to start a business, is a plethora of articles to help with that goal, a comprehensive advice platform that covers basically everything startup related, and their projects editor is Megan Dunsby. Dunsby speaks to CEOs and employees across the board to create a directory of advice and knowledge (including this gem on our members Lovespace) and get first-hand stories of how startups have built their businesses.

How Megan likes to be pitched

“Email is my preferred option.” 

Follow her on Twitter

See what she writes about here

And here

James Hurley, The Times

The Times’ Enterprise Editor, James Hurley covers SME’s and startups in the UK. Less interested in fundraising announcements, James’s work often highlights broad issues facing startups, such as threats to EIS funding and Europe’s problem with employee share options schemes for startup workers. James has covered the rise of alternative finance extensively and is also editor of the paper’s Working Life column, which explores the lives of the modern businessperson, whether it be the Swiss CEO who changed the way we view infertility treatment, or the banjo maker from Norwich championing exports.

How James likes to be pitched

“Email is preferred – always happy to hear from new people as well as old!” 

Follow him on Twitter

See what he writes about her

Yessi Bello-Perez, UK Tech News

UKTN’s Editor, Bello-Perez, has a varied background when it comes to credits in magazines; reporting not only CoinDesk, but also Cosmopolitan and TimeOut as bylines. Rising through the ranks at UK Tech News, she now writes news, comprehensive features, which showcase startups and their CEOs, and insightful interview pieces which reflect on the contemporary culture and implications of tech. Alongside industry analysis and tech roundups, she comments effortlessly on innovation, technology, business, venture capital and media. She’s also a regular speaker and moderator at industry conferences and events.

How Yessi likes to be pitched

“Via email on”

Follow her on Twitter

See what she writes about here

If you found this useful, we also have some hot tips on how startups can their own PR on a budget.

If you’re looking for a home for your startup, check out our three London coworking locations in Shoreditch and Moorgate, offering dedicated desks and private offices for a community of startups looking to grow.


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