Ann Gripper, executive editor (digital), MirrorOnline

How do you choose which stories to write?

We look for something that grabs attention – that’s new, interesting, entertaining or useful. Video is hugely important now, so a good video with a story will bump it up the priority list. And if it is something exclusive to us, that also makes it more appealing. Overall we want to have a good blend of stories on Mirror Online, rather than overloading on one particular kind of story. But if there is an amazing new line on something we will always do it, even if we’ve already done stories on a similar theme.

What qualities do you most value in your PR relationships?

I’m often the one picking up the phone when PRs call, and a lot of the calls are really badly targeted. I expect people to have an understanding of the kind of website that we are, so don’t get in touch with something entirely unsuitable – or if they know it’s a bit off topic, at least show they realise that. For PRs who I have come to know better, if they move to a new agency then I always like it when they drop me a line to let me know specifically and ask who the most relevant person at the Mirror is for their new role. It’s nice to be able to help people who’ve helped you in the past.

Do you think people who have trained as journalists make good PRs?

Journalists should make good PRs. They should know a good story, know how
to make an average story better and understand what might capture a reader or customer. Journalism is also a small world, so most journalists will have former colleagues at lots of different outlets.

Do you frequently use PRs for their contacts?

I have a management and project-based role on Mirror Online so tend to be more internally-focused.