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What makes a story worth telling?
It’s a question that sits at the centre of every PR and marketing strategy. And yet, across announcements, campaigns and thought leadership, it’s often the one that is least clearly answered.
After a decade of panels with editors from the Financial Times, Marketing Week, Campaign and The Drum, three truths remain: Relevance is the only currency, relationships outweigh algorithms, and “AI slop” has made clarity a competitive advantage for B2B brands.
Since 2016, Propeller’s ‘Industry Journalists Tell All’ sessions have brought that question into focus. Across London, New York and virtual sessions, the format has remained consistent: give journalists the platform to explain how editorial decisions are really made, and what they actually need from the people pitching to them.
Over more than a decade, a clear pattern has emerged. A specific set of principles that separates stories that land from those that don’t.
Why is Relevance Still the Priority for Journalists?
The most consistent takeaway is that relevance outweighs almost everything else.
Journalists are not short of content. They are short of stories that feel timely, meaningful and worth their audience’s attention. That means moving beyond internal milestones and asking a more fundamental question: why does this matter now?
Stories that connect to wider industry shifts, cultural moments or business impact are far more likely to cut through than those that exist in isolation.
A press release is only the starting point
Another recurring theme is the expectation of depth.
Sending a press release is rarely enough on its own. Journalists are looking for context, access and a deeper understanding of the topic. The strongest pitches are backed by people who know the story inside out and can go beyond the surface when questions come.
As newsroom teams have come leaner, this expectation has only increased. The value is not just in the announcement, but in the insight behind it.
How to Tailor Your Pitch for Different Publications?
One of the simplest mistakes remains one of the most common: not tailoring a story to the publication.
Different titles have different audiences, formats and priorities. Some are focused on analysis, others on breaking news, others on long-form insight.The most effective pitches reflect that understanding from the outset.
Generic outreach is easy to spot and quickly dismissed. Relevance to the publication is what earns attention.
Cutting through is harder than ever
Across sessions, journalists have been open about the scale of inbound they deal with on a daily basis.
That volume has changed how stories are assessed. Clarity, simplicity and a strong angle matter more than ever. If the value of the story is not immediately obvious, it is unlikely to make it past the first glance.
This is where strong storytelling comes into play. Not in the sense of embellishment, but in making the significance of a story clear and easy to grasp.
Relationships still make the difference
Despite changes in platforms and formats, one thing has remained constant: relationships matter.
The most effective media engagement is not built on one off interactions, it comes from ongoing conversations, trust and a willingness to provide successful context, even when there is no immediate story.
That includes understanding how journalists prefer to work, respecting their time and recognising that not every interaction will result in coverage.
No fixed formula
For all the patterns that have emerged there is no single checklist that guarantees success.
Editorial decisions are shaped by a mix of experience, audience insight and judgement. Data plays a role, yes, but instinct still matters.
That unpredictability is what makes media engagement challenging, but also what makes understanding it so valuable.
Continuing the conversation at Advertising Week Europe 2026
These themes will sit at the centre of this year’s ‘Industry Journalists Tell All’’ session at Advertising Week Europe.
Taking place on Wednesday 25th March on the Entertainment Stage, the session will once again bring journalists into an open discussion about how stories are evaluated and what PR and marketing teams can do to improve how they engage with the media.
Moderated by Branwell Johnson, Group Director of Content at Propeller Group, this year’s panel features:
- Hannah Bowler, Editor, Producer, Host, The Subthread
- Daniel Thomas, Global Media Editor, Financial Times
- Niamh Carorol, Senior Reporter, Marketing Week
After more than a decade of these sessions, the core challenge remains the same. Not how to tell more stories, but how to tell better ones.
This session is an opportunity to understand what that looks like in practice.
To add the session to your Advertising Week Europe schedule click here.
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