Continuing our series of journalist video interviews, we spoke with Dr David Cox, a neuroscientist by background and a specialist health/medical journalist. David’s work has featured in publications including New Scientist, the Telegraph, the BBC, the Guardian, NBC News, and WIRED.

In this first of a three-part video series, David shares his single most valuable piece of advice for PRs, and why the people behind a story now matter more than ever.

In this video, he discusses:

-How a strong, real story from someone directly affected can secure coverage
-What editors are really looking for in science and health reporting
-Why it is often better to wait until you have a case study before pitching