Editorial Intelligence
CHANGEMAKERS · SUSTAINABILITY PRACTITIONERS · CLIMATE & NATURE · CLEAN TECH · RENEWABLES · ENERGY TRANSITION · CARBON ACCOUNTING · CIRCULAR ECONOMY · DISRUPTIVE DESIGN · FOOD WASTE SOLUTIONS
FOOD SECURITY · REGENERATIVE AGRICULTURE · ETHICAL FASHION · ALTERNATIVE FIBRES · ECO-DESIGN · EDUCATION · VENUES · SUSTAINABLE HOSPITALITY · SOCIAL JUSTICE
LANDED. Editorial
I’m a working journalist, broadcaster and author. For more than 25 years, I’ve been getting stories about climate, nature, sustainability and social justice into the mainstream.
LANDED. is a programme of live masterclasses, deliberately kept small, and one-to-one editorial intelligence sessions designed to help ambitious people and organisations unlock the full potential of their ideas, expertise and work. Drawing on more than 25 years of frontline journalism and broadcasting, it helps turn big, important themes into compelling stories that can compete to win valuable editorial space - from newspaper front pages and prime-time television to influential podcasts and conversations that reach far beyond their usual audiences.
I’ve been in the vanguard of campaigning storytelling, among the first to uncover and document the catastrophic environmental and social footprint of the fast fashion industry. I founded the Observer Ethical Awards, the first awards programme dedicated to climate and nature for an international newspaper brand, and ran them for ten years.
I’ve brought environmental stories and campaigns to mainstream television, including pioneering coverage of fugitive plastic waste and pollution. I’ve worked across newspapers, documentaries, books, broadcasting and major public platforms to make complex, consequential stories reach audiences far beyond their usual circles.
Today I’m still reporting, filming, writing and hosting every week. My enthusiasm for telling the stories of active change remains undimmed.
I think the work we’re doing across climate, nature, sustainability, public health and social justice is some of the most important storytelling there is.
And your stories are too important not to land.
FROM SCIENTISTS TO A-LIST ADVOCATES
I am also known for working with scientists across the climate and nature space, ecologists and natural capital experts through to A-list advocates. For seven years I managed the climate and nature work of Ellie Goulding, MBE and her UNEP programme, working with Ellie to build an impressive programme that included COPs and youth summits and messaging to her millions of fans across the world.
Why I created LANDED.
Big themes into valuable editorial spaces.
LANDED. is my editorial intelligence system for finding, shaping and moving important stories through today’s fragmented media world.
It’s designed to help you recognise the editorial potential you’ve already got, develop stronger stories, find fresh angles and identify new routes to audiences.
You don’t necessarily need another report, another campaign or a bigger budget. You may already be sitting on extraordinary material.
What you need is the editorial intelligence to recognise it, understand what makes it valuable and work out how to get it moving.
That’s what LANDED. is for.
STORY FLOW
The LANDED System: STORY FLOW
I think in systems. And that’s how LANDED. works.
I’ve mapped a system of STORY FLOW, bringing together the component parts that determine how stories move through today’s media ecosystem.
We look at everything from the engine of a story, what gives it momentum and makes people care, to the gatekeepers, the friction, the formats, the audiences and the opportunities.
And we use that map to help steer us.
The LANDED System gives us a working knowledge of the media ecosystem. We begin to understand where to pitch, where to be confident, where to wait, and how to read ahead and plan.
It’s about becoming much more adept at recharging stories and campaigns, finding new uses for data, forming collaborations and recognising opportunities that might otherwise pass us by.
And that’s increasingly important because earned media is far from the only game in town.
There are more routes to audiences than ever before. But navigating them takes editorial judgement, imagination and a much better understanding of how stories actually travel.
That’s what we’re developing through LANDED.
EXPLORE MASTERCLASSES
STORY FLOW IN ACTION
Breaking out of the echo chamber
I recently worked with a highly experienced editor from a technical scientific publication who wanted to get a climate and culture story into a mainstream publication.
We put her ideas through STORY FLOW.
We found a much stronger editorial argument hiding in her professional experience. Three potential stories she hadn’t identified in her original pitch. Fresh hooks, different editorial routes and opportunities to reach audiences she hadn’t previously considered.
We examined the gatekeepers, the friction and the risks. And we connected the stories we’d uncovered to a much bigger professional ambition.
We didn’t just improve her pitch. We found stories she didn’t know she had.
But there was something else going on here.
We were finding ways to take expertise out of a specialist environment and connect it to wider conversations. Breaking down silos. Piercing through echo chambers.
I find that more and more brands, organisations, campaigners and experts are looking to do exactly this. They have extraordinary knowledge and experience, but they’re often communicating within the same networks, reaching the same audiences and struggling to make the leap into the wider culture.
LANDED. helps us find the routes out.
And that’s where some of the most exciting editorial opportunities begin.
WORK WITH ME
Masterclasses and STORY CLINICS
I offer LANDED. through live online masterclasses, which I keep deliberately small.
I want people to be able to bring their own experience, questions and stories into the room. These aren’t enormous webinars where you sit back and watch somebody present a slide deck. They’re an opportunity to develop your editorial thinking and begin applying the system to your own work.
Alongside the masterclasses, I offer a personalised 60-minute 1:1 STORY CLINIC.
This is where we can really focus on a particular story, campaign or editorial challenge. We can troubleshoot what’s holding it back, pressure-test the central proposition, uncover overlooked potential and create new pathways to help the story lift.
I find these sessions particularly rewarding. There’s often a moment when a completely different possibility opens up: a stronger angle, a new audience, a collaboration or a much bigger story than the one we started with.
Some clients have subsequently asked me to work with them on a longer-term basis, bringing independent editorial intelligence into their campaigns, planning and communications.
That can mean pressure-testing major ideas, identifying emerging cultural moments, challenging established thinking or providing regular editorial sessions to help organisations decide which opportunities have the greatest potential.
Enquire About Working Together
LANDED. COMMUNITY
Join the LANDED. community
I don’t want LANDED. to end when the masterclass finishes.
Once you’ve attended a session, you’ll be invited to join the LANDED. community on Substack and receive the LANDED. newsletter, with three months’ complimentary access for masterclass participants.
I’m also building a community of communications professionals, campaigners and storytellers working across climate, nature, sustainability, public health and social justice.
And that’s particularly exciting to me.
There is so much expertise in this space, but too often we’re working in separate organisations, sectors and professional networks. We’re facing similar editorial challenges, encountering the same gatekeepers and trying to reach audiences beyond our usual circles.
I’d love LANDED. to become somewhere we can share editorial intelligence, spot emerging opportunities, make connections and learn from one another.
Because if we’re serious about breaking down silos and escaping echo chambers, we should be doing that in our own professional community too.
The masterclass is a starting point. The ambition is to keep the stories — and the connections — moving.
Making editorial intelligence accessible
Communication is fundamental to the work we do in climate, nature, sustainability, public health and social justice. It’s how we build understanding, create momentum, change minds and bring people into the conversation.
But the expertise and resources needed to do it well can seem out of reach.
If you’re a small organisation, an independent researcher, a campaigner or a one-woman band, you may not have a communications department, a retained agency or the budget for open-ended consultancy.
And even larger organisations can find themselves working within familiar approaches, speaking to familiar audiences and struggling to recognise the bigger editorial opportunities in front of them.
I don’t think high-level editorial intelligence should be available only to those with the biggest budgets.
That’s part of why I’ve designed LANDED. around focused, affordable masterclasses and the option to go deeper through a STORY CLINIC.
You can come in with one story, one campaign or one difficult question. You can learn the system and start using it yourself. And if you need more sustained editorial support, we can explore that too.
You don’t necessarily need to produce more. You may need to see what you’ve already got differently.
That’s what I want LANDED. to make possible.
LANDED. / LIVE ONLINE
Book now — Upcoming masterclasses
Our stories are too good not to land.
I’ve created LANDED. to help you recognise the editorial potential in your work, find new routes to audiences and make your strongest stories travel further.
I’d love to see you at a masterclass.
BOOK YOUR PLACE
LET’S TALK / CONTACT
Let’s talk.
Have a story, an idea or an editorial challenge you’d like to explore? Use the form below, or email me directly at siegle@landededitorial.com.
Tell me a little about your work and the opportunity you have in mind.