Which? is a UK-based nonprofit consumer champion committed to making life simpler, fairer, and safer for consumers. Established in 1957 and headquartered in London, it focuses on independent product reviews, consumer rights, policy advocacy, and campaigning to protect and empower consumers. With a significant following and a sizable team, Which? operates as a powerful advocate for consumer issues and social enterprise.
Reach Which? with the right story.
Which? is a online media with 47 journalists in the Presscloud database. The newsroom mainly covers Cars and Motors, Tech and ICT. 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 47 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.
Estimated share of organic search traffic by country.
47 journalists, spread across the various editorial teams
The biggest desks highlighted. Journalists can belong to multiple desks, so the tiles do not add up to the total.
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.
Beats the editorial team relies on
What is a beat? Read the glossary explainer
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
Frequently asked questions about Which?
Answers to the most common questions. Missing something? Contact us.
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