5 Minutes With

5 January 2021

5 minutes with...

Liz Connor

PA Media



"Think how about you can turn your brand story into an editorial angle that you’d genuinely want to read"

A brief introduction to yourself & Press Association

My name is Liz Connor and I’m the Health and Wellbeing editor at PA Media – we are a news and feature’s wire that syndicate articles to national and regional press in the UK. My job involves writing across everything from physical health and fitness, to mental and emotional health.

Before working at PA, I was a features writer on the lifestyle desk at The Evening Standard and a digital style journalist at British GQ. I’ve also written for The Independent, Metro, ELLE and The I.

Give us the inside scoop, what is your favourite part about working for Press Association?

I get to cover pretty much anything and everything that’s going on in wellbeing, and since it’s such a massively growing industry, it’s always exciting to write about all the new trends, tech and stories that are popping up all the time.

What’s the most memorable approach you’ve had from a PR?

Being visited by a group of golden retriever puppies at the office, courtesy of an Andrex PR. So cute!

What types of products and price points are you personally looking to feature?

Anything wellbeing, health and fitness related. Our guides and features cover a range of products, from low budget to luxury.

What advice would you give a PR pitching to get attention and secure coverage from Press Association?

Think how about you can turn your brand story into an editorial angle that you’d genuinely want to read in a magazine, newspaper or website.

Brainstorm with friends and family - ask if it’s a unique idea that they’d genuinely click on if it popped up in their feed.

Is your brand offering something completely new that a journalist could try for a month? Is your product or brand part of a societal/cultural shift that you could hook the story to? Can you hook your brand to a relevant celebrity in the media?

These are all questions you should ask before pitching your story over with a really strong and fresh editorial angle.