In today’s crowded media landscape, breaking through the noise is harder than ever. Brands have stories to tell, but journalists are trusted guides, deciding what’s worth covering and what gets left in the inbox. As someone who has spent the better part of two decades in newsrooms, I’ve seen the disconnect firsthand: what brands think is newsworthy often doesn’t line up with what journalists are actually looking for. 

As a leading digital PR agency in Canada, Faulhaber bridges that gap. Our team translates brand goals into compelling narratives that resonate with editors, producers, and reporters,  ensuring that pitches don’t just get sent, but get published. 

What Journalists Really Want 

Journalists today face shrinking newsrooms, tighter deadlines, and an endless stream of pitches. To stand out, your story has to deliver on a few essentials. It needs timeliness – a clear reason why it matters right now. It must be relevant to the outlet’s beat and valuable to its audience. It should offer originality, with a perspective that feels fresh or unexpected. And above all, it needs credibility, supported by proof points such as data, expert insights, or real human stories that bring it to life. 

Think of a journalist’s inbox as the front page of a newspaper: only the most urgent and compelling headlines make the cut. 

Where Brands Miss the Mark 

Brands often frame stories through their own lens: product launches, internal milestones, or new campaigns. While these may feel significant internally, without a cultural hook or broader context, they rarely pass the newsroom test. What seems like an exciting update in the boardroom can fall flat in a pitch if it doesn’t answer the questions: why now, why here, and why should anyone outside the company care? 

This is where Faulhaber’s expertise comes into play. By combining strategic media insight with sharp storytelling, we know how to elevate brand news so it connects with larger cultural conversations, and resonates with journalists. We see you bigger than you see yourself, uncovering story angles that not only earn coverage but also open doors to new business opportunities. 

A Checklist to Pressure-Test Your Pitch 

Before sending a pitch, it’s worth pausing to ask a few tough questions. Why now? Is there a timely hook or seasonal angle that makes this story urgent? Why this outlet –  have you tailored the pitch to the journalist’s beat and their audience? Why this story? What makes it stand out from the dozens of others in their inbox? And most importantly, who cares?  Will readers or viewers walk away informed, inspired, or entertained? Once you’ve thought through those answers, consider what proof points you have to back it up, and whether there’s a next step:  a visual, event, or call-to-action that will bring the story to life. 

If you can’t answer those questions with confidence, your pitch probably isn’t ready. 

How Faulhaber Maximizes Your Story 

At Faulhaber, we don’t just pitch stories,  we power them. Our approach goes beyond earned media to create momentum across channels, ensuring stories live longer, travel further, and generate real business results. 

Through our proprietary PoweredPR® model, we bring together the best of traditional PR:  authentic storytelling, relationship-building, and earned trust with the intelligence of digital marketing. Real-time data insights, strategic amplification, and creative integration make every story work harder. It’s not about abandoning PR fundamentals; it’s about evolving them. This is where we redefine what it means to be a digital PR agency: not just chasing headlines, but building connected campaigns that deliver engagement, conversions, and measurable ROI. 

What makes us different is how we work. We’re maximizers at heart, delivering not only what a client asks for, but also uncovering new opportunities you may never have imagined. We immerse ourselves so deeply in your world that we become an extension of your team. And because we’re constantly scanning what’s next, we help you stay ahead of the curve – connecting industries, audiences, and cultural moments in ways that spark unexpected growth. 

Good isn’t good enough for us. We aim for remarkable: the kind of work that sparks conversation, creates impact, and leaves a lasting impression. That’s why when journalists open an email from Faulhaber, they know it’s worth their time. 

The Takeaway 

The best pitches don’t just share brand updates, they tell stories that matter. By aligning newsroom instincts with brand goals, we help our clients not only earn coverage, but also unlock new opportunities for growth. 

Because at Faulhaber, 1+1=3: your story plus our PoweredPR® approach equals exponential results. It’s why clients choose us when they’re looking for the best PR agency to grow their brand — not just in terms of coverage, but in lasting business impact.