AMA: Mike Moore on cutting through a 3,000-email inbox

Despite what PR stereotypes say, good media relations means more than just schmoozing journalists. It’s about appreciating the pressures they’re under, knowing what their day-to-day looks like, and understanding how to cut through the noise. 

That’s the spirit behind the quarterly ‘Ask Me Anything’ (AMA) sessions I’ve been running with journalists this year.

This month, I invited TechRadar Pro’s Mike Moore to the office to give us his “working with journalists 101”. With 15 years in journalism (and a stint in PR), he knows exactly what life is like on both sides of the fence. 

Now working for TechRadar Pro across both news and features, Mike told the team that the best part of his job is logging on each morning without knowing exactly what the day will bring. But what does that mean for PRs eager to capture his attention?

Life inside a 3,000‑email inbox

Mike regularly sees around 3,000 emails a day. From a personal point of view, that sounds awful. But from a professional perspective it’s even more concerning. How do we compete in such a crowded inbox? 

Standing out might sound like an impossible task, but Mike’s golden rule was simple: catch his attention by personalising. Familiar names help, and yes, pitches should still be short, punchy, and easy to understand (a tried and tested method we employ at Wildfire), but a tailored opening is key when it comes to standing out.

Mike also talked about the rise of AI-generated pitches. While they might seem like an easy shortcut, not only can he easily spot when the tech has been used, but they’re also an instant turn‑off. Keep it human.

Like many publications, timing matters too. Getting a foot in the door before they lock in the news list in the morning can be the difference between coverage and no coverage. And the old rule about avoiding Mondays for a press release distribution might just be consigned to the PR tactics of the past. In fact, he’d be more than happy to receive a pitch at the start of the week. You heard it here first.

But when it comes to pitching, the simplest advice might be the most important: remember there’s a person on the other side of the inbox. Be patient, kind, and mindful of the pressures that Mike and other journalists are facing.

What actually gets published

As a B2B tech PR agency, TechRadar Pro is often a ‘golden tier’ outlet when it comes to securing coverage. Especially for bylined content, which the title is known for. But understanding what topics are going to cut through is about more than just being interesting and opinionated.

Editorial choices are often shaped by audience behaviour and what ‘search’ prioritises. As Mike told us, they have no shortage of contributed content regularly being shared with them, so ideas have to earn their place both on merit and what will get eyeballs and clicks. 

More broadly, discovery is changing, especially as GEO becomes more important — something we’re increasingly mindful of at Wildfire.

Meanwhile, research only works when it’s genuinely different, interesting, or shocking. And while it’s not a hard and fast rule, global data usually beats UK‑only numbers because TechRadar speaks to a global readership. 

And don’t expect a research-led press release to be taken at face value as the team often reads the full report to find the right news angle. For PR teams and content writers, that means the source material needs to stand up on its own and act as a goldmine of rich data and insights.

What makes press events worth the trip

While access to customers is  often the main driver for journalists showing interest in attending an event, commercial reasons mean it’s the least important element of an event for Mike and his team.

Instead, if you want someone from TechRadar Pro to attend your event, make it worth their while as a source of multiple stories and angles. That means building a media-specific programme with strong keynotes and offering time with spokespeople who are hands‑on with technology, including CTOs, CISOs, and engineers, who can speak plainly and offer real insight beyond the deck they’re presenting.

In contrast, simply having a CEO in London for the day isn’t likely to resonate.

What this means for PRs

This session was a great reminder that the fundamentals of strong media relations haven’t changed. For all the noise about AI and algorithms, personalisation and human-focused pitching still win out. And that’s great news for Wildfire, where we pride ourselves on tailored and mindful journalist outreach.

Huge thanks to Mike for such an honest, fun, and practical session. If you’re a journalist up for a future AMA or a tech brand that wants media relations that actually resonate, we’d love to talk.