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James Dean
Chief Business Correspondent at The Times
James Dean is a prominent journalist currently serving as the Chief Business Correspondent at The Times of London. He has a substantial background in business journalism, having spent over a decade at The Times, where he held various roles including US Business Editor and Technology Correspondent. His investigative work has garnered recognition, including a shortlist for the Paul Foot Award for Investigative and Campaigning Journalism for exposing fraud at a major UK bank, which resulted in a significant fine for the institution.12
In addition to his time at The Times, Dean briefly worked as the Deputy Executive Editor for Insider's business division from 2021 to 2023. His reporting has covered critical topics such as Wall Street dynamics, the tech industry, and significant political events like the 2016 presidential election in the United States.12 Dean's journalistic expertise is complemented by his academic background, having studied law at Durham University and earned a master's degree from Brunel University.2
Outside of his professional achievements, Dean has an interesting personal history; he was once a drummer in various music genres, including death metal and rock.1 His diverse experiences contribute to his unique perspective in journalism.
Highlights
I probably received 1,000,000 press releases in my 16 years as a journalist. How many did I read?
I’d say I scanned about 20 of the ~250 that hit my inbox daily. Of these, I’d read maybe 5 in full and act on 0-1. That’s not a great return.
Journalists don’t like receiving unsolicited press releases. Most do what I did: drown out the noise with spam filters and block particularly determined senders. Others simply give up and leave their unread email count in the hundreds of thousands.
I see lots of LinkedIn PR pundits offering a simple solution: build relationships with the journalists you’re targeting! Righto. The problem is, this can’t and won’t happen for 99.9% of the people who send press releases.
Journalists have precious little free time in which to build relationships. Most national newspaper reporters will be writing 3-5 stories a day. So they only build relationships with sources who can guarantee them a reliable supply of usable stories.
But all hope is not lost. It’s possible to avoid the spam filters.
Firstly, ask yourself honestly: is this a story a journalist will write about? If it isn’t, don’t send them the press release. It doesn’t matter how important you think the story is — what matters is what the journalist thinks. Bombarding a journalist with non-stories means they’re less likely to engage with you down the line when you actually have a story.
Secondly, if you genuinely think you have a story, consider the email subject line on your press release. It always amazed me how this was so easily overlooked. Like a headline on a news story, it’s the first thing a journalist sees in a mass of unread emails, so it has to grab their attention.
These are just a couple of tips. They won’t guarantee coverage, of course, but they should improve your chances.
What am I missing?
