In today’s media landscape, what makes a story truly pitchable? As inboxes grow more crowded and expectations around relevance and originality rise, communications professionals must think beyond the standard pitch. af&co.’s Anda Brown shares three timely insights informed by the agency’s two decades of experience, offering a clear perspective on how to craft stories that resonate with editors and stand out in 2026.
Team af&co. | Photo credit: Kristen Loken
Lead with the why, not just the what.
When you pitch the purpose, you’re giving the editor not only a lead, but also a narrative that connects the article to people on an emotional level. Journalists' inboxes are flooded with " whats, " like new menus, new dates, and new openings. To stand out, you have to offer the narrative heart of the story. Giving more than just the who, what, where, and when can inspire creative angles that get readers excited. At af&co., we look for the personal reasoning behind a concept so we can confidently share that story with writers.
Visuals are 50% of the battle.
A pitch without a compelling visual is an unfinished thought. Journalists receive hundreds of pitches a day, the imagery used needs to tell the story before a journalist even reads the first paragraph. Our 2026 Trends Report notes that aesthetics matter, as the look, vibe, and details shape how people choose and remember a brand. If the visuals don’t stop the journalist in their tracks, then it isn’t pitchable.
Relationships > BCC lists.
Mass blast emails are officially not working anymore. Genuine hospitality turns a transaction into a lasting connection, and the same applies to every level, including media outreach. In a world getting filled with AI generated content, journalists now have to question what's real and are craving authentic interaction. Our 2026 trend report also mentions that while beauty attracts, authenticity is what provides that beauty with staying power. af&co. focuses on understanding editors' specific beats and needs. When we prioritize authenticity over blind copy lists, we can ensure our clients are a part of a bigger conversation, and leave a lasting memory.
