Online Media

Which?

which.co.uk

Online Media

Which? is a UK-based non-profit consumer champion founded in 1957, dedicated to making life simpler, fairer, and safer through impartial product reviews, rigorous research, and advocacy. Targeting consumers across the UK, it provides expert advice and campaigns on consumer rights, policy, and safety issues without influence from advertisers or manufacturers. Known for its independent investigations and campaigning, Which? actively holds businesses and policymakers accountable to protect and empower consumers.

PR target profile

Reach Which? with the right story.

Which? is a online media with 44 journalists in the Presscloud database. Your best shot is a personal pitch that builds on what a journalist recently published.

Which? has 44 tracked journalists. It is a relevant outlet for PR teams with news, research, or consumer-facing announcements that fit a UK online media brand with a public interest and consumer focus.

Presscloud tracks 44 journalists at Which?, spread across its various editorial teams. This page summarizes what the medium covers, which stories have potential, and how to effectively approach the editorial team.

Search traffic origin

Where the search traffic comes from

92%

United Kingdom

United Kingdom 92%

United States 3%

Other 5%

Estimated share of organic search traffic by country.

Outlet at a glance

journalists tracked

1.4M

estimated website visitors per month

Company details

Founded 1957

Headquarters London, Greater London

Employees 501-1,000 employees

What Which? covers

Which? is a UK-based Online Media outlet with a published profile centered on consumer information, research, and advocacy. With minimal source material available, the safest approach is to align your outreach with the outlet type, its UK market, and its known consumer-focused positioning.

How to pitch successfully to Which?

Pitch Which? with a clear UK consumer angle. Keep the story factual, useful, and easy to verify. If you are sharing a product update, research finding, policy response, or safety-related development, explain why it matters to consumers in the United Kingdom and support it with evidence. Match your pitch to the outlet's identity as Online Media and to its published consumer-focused profile, without assuming interest beyond the information that is publicly known.

What is a pitch? Read the glossary explainer

Pitch checklist

✓ Lead with the UK consumer relevance

✓ State the news in one clear sentence

✓ Include evidence or verifiable data

✓ Explain the practical impact on consumers

✓ Keep the pitch tailored to Online Media

✓ Use a short, direct subject line

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FAQ

Frequently asked questions about Which?

Answers to the most common questions. Missing something? Contact us.

To approach Which? with a press release, use a targeted media list and tailor your pitch to its UK consumer focus. Presscloud helps you build a relevant list and send a personal pitch to the right outlet contacts.

If you want editorial attention from Which?, treat it as a PR outreach task rather than a general contact request. Presscloud helps you reach relevant media contacts with a focused pitch and press release.

To get coverage in Which?, your story should have a clear UK consumer angle and a factual, newsworthy reason to be covered. A concise pitch with evidence and practical relevance gives your outreach a stronger fit.

Based on the available profile, Which? is positioned around consumer information, research, and advocacy in the United Kingdom. A pitch should match that identity and clearly explain the value for consumers.

A letter to the editor is different from a press release or news tip. If your goal is PR coverage, it is better to send a targeted pitch or press release that explains the news value of your story for Which?.

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79,894 journalists in our database · 52,752 publications achieved by customers