Mother’s Day gifts, fitness fanatics and AI experts: How to get UK press coverage in February

Looking for ways to get exposure in the media in February? With the final few opportunities for Valentine’s coverage now passing, you might be wondering what journalists will be focusing on over the next few weeks. Insight from the ResponseSource Journalist Enquiry Service for the last month gives us an indication of what topics are trending and where you can make the most of these opportunities.

Mother’s Day celebrations

Journalists have already been trying to get ahead with Mother’s Day gift guides and information, as around 1% of the total requests in January were covering this topic. This is roughly in line with January last year and if it mirrors February 2025, this will rise to just over 3% of the overall enquiries for this month.

Requests for Mother’s Day gift guides came from journalists at titles including Yours, Bella, Essex Life, and InsideKent. Some enquiries were specific in wanting skincare products, while others looked for foodie gifts, gadgets, and wellness items. There were also several requests for experiences or days out for mums.

Going forward? With Mother’s Day falling slightly earlier this year (15 March), February will see the bulk of enquiries coming in. Gift guide products and samples will represent the majority of the requests but there will be opportunities to promote experiences, days out and possibly get parenting experts featured too.

Fitness in focus

January is often the month that people focus on their fitness and it’s definitely what the media were looking to cover with 3.5% of the total requests featuring ‘fitness’ as a keyword. ‘Wellness’ also cropped up in a lot of enquiries too and slightly exceeded fitness at just over 3.5%, while ‘healthy’ appeared in just under 2%.

The requests around fitness varied from looking for case studies, such as asking for women 75+ who started their fitness journey in their 50s, to asking for an expert to provide comments about walking and daily step counts. Meanwhile, the wellness enquiries included looking for spas and retreats for a wellness series, and a wellness expert to talk about the importance of rest.

Going forward? Fitness and wellness remains popular at this time of year, as we saw in February 2025 when 2.5% of the total requests were for each of these topics. Plus, with the Winter Olympics currently on, this should see an uplift around sport and fitness. Journalists are most likely to be looking for experts so have them ready with comments and you could feature in the I paper, Women’s Health, Men’s Fitness, or Health & Wellbeing – as journalists from all of these sent an enquiry last month.

AI-related content remains in high demand

Artificial intelligence has dominated the news headlines consistently over the last few years and it’s unsurprising to see that this has been mirrored on the Journalist Enquiry Service. AI regularly appears as a keyword and in January, over 7% of all enquiries featured it.

Many of these recently have focused on the impact it’s having on the workplace with requests last month focusing on the best way to go about AI upskilling, and requests to speak to businesses that have optimised their websites to rank in LLMs. There have also been more general enquiries for AI music experts and information on whether AI can help people lead happier, healthier, and longer lives.

Going forward? With more information continuing to come out around the use of Grok AI and the current trend for making AI caricature’s, this is a topic that will remain in high demand throughout February. Titles such as BBC News Online, IT Pro, Metro, People Management, and Compliance Week all sent enquiries looking for AI experts last month and likely will again this month.

Other opportunities for PRs in February and beyond

With Mother’s Day falling earlier this year in the UK, Easter has also come forward and will be on 5 April. Journalists have already been sending requests in January (with around 1% of the total enquiries being for Easter) and in February last year this doubled to over 2%. The vast majority will be looking for samples of the different eggs on offer this year, but this will expand to other treats and gifts that can be bought for the holiday, as well as ideas of places to get away to.

If you work with any sleep experts, then February could be the perfect time to get them featured in the media. World sleep day takes place on 13 March this year and last year, journalists looked to get ahead as just under 2% of enquiries contained the keyword ‘sleep’. These will mainly be focused on experts sharing advice on ways people can improve their sleep but there could be opportunities to get case studies into the papers or feature products that can aid with rest.

Want to get the most out of the ResponseSource Journalist Enquiry Service? Find out how here.