A story angle is the specific lens or perspective through which a broader topic is told. In public relations and journalism, your angle is what makes your story distinct, timely, and relevant. It’s the hook — the “why now?” of your pitch. Without a strong angle, even the most interesting topics can fall flat.
Media outlets don’t want generic press releases or vague announcements; they want clear, focused stories that speak to their audience and offer fresh insights. Crafting a newsworthy angle is about identifying the unique element of your story and packaging it in a way that aligns with what journalists and readers care about.
Understand What Makes Something Newsworthy
Before you can find the angle, you need to understand what the media considers “newsworthy.” Generally, a story is newsworthy if it involves timeliness, relevance, novelty, conflict, impact, or human interest.
Ask yourself: Is this happening now? Does it affect a large number of people? Is there a surprising or emotional twist? Does it tie into a trending topic or a cultural moment?
For example, a story about a new fitness app might not be compelling on its own. But if the app is the first of its kind to use AI to tailor workouts to menstrual cycles — and it’s launching during Women’s Health Month — suddenly, you’ve got a story that intersects innovation, health, technology, and timing. That’s a newsworthy angle.
Start With the Story, Not the Product
One of the biggest mistakes people make when crafting PR pitches is focusing too much on the product, service, or brand and not enough on the story. The media isn’t in the business of advertising — they’re in the business of storytelling. If your pitch reads like a sales brochure, it won’t get picked up.
Instead of saying, “Our company launched a new skincare product,” think deeper. What story is the product part of? Maybe it was created by a mother-daughter team inspired by ancestral remedies.
Maybe it’s part of a broader shift in clean beauty standards. Maybe it’s backed by data showing a surge in consumer demand for fragrance-free formulas. The product becomes the context, not the headline.
Tie It to Something Bigger
One of the best ways to make your angle newsworthy is to connect it to a broader trend, event, or conversation. If you can show that your story taps into something culturally or socially relevant, it becomes more appealing to journalists.
For instance, if you’re pitching a mental health nonprofit, consider tying your angle to Mental Health Awareness Month, a recent celebrity’s public statement about anxiety, or new research showing a spike in depression among teens. This connection gives your story weight and timeliness, making it more likely to be published.
How to Craft a Newsworthy Story AngleFind the Human Element
Stories are ultimately about people. Even when you’re pitching a tech innovation or a scientific breakthrough, finding the human angle is key. Journalists want to know: Who is affected? Who is behind this? Who stands to benefit or be harmed?
Let’s say your organization helps formerly incarcerated individuals find jobs. Rather than pitching it as a policy initiative, frame it around one individual’s journey from prison to employment — the challenges, the turning point, the transformation. These personal narratives make abstract topics relatable, emotional, and shareable. If you can show the human stakes, you’ll have a stronger angle.
Focus on Conflict or Change
Change, tension, and conflict are at the heart of every compelling story. Conflict doesn’t always mean controversy — it can be the problem your product solves, the status quo it challenges, or the resistance it encounters. Highlighting this element gives your pitch a narrative arc.
For example, instead of “Company launches eco-friendly detergent,” say, “Startup Takes on Big Laundry with Plastic-Free Detergent Pods.” This frames the story as a David vs. Goliath conflict, which is far more engaging. By emphasizing what’s changing — and why it matters — you give the story a dynamic angle.
Use Data to Support the Angle
Facts and figures lend credibility and depth to your story. They also help journalists see the scale or urgency of the issue. Use data to show trends, impact, or uniqueness. If you conducted a survey, share a compelling statistic up front. If your startup is growing rapidly, quantify it with numbers.
Imagine you’re pitching a new remote work tool. A vague angle would be, “Tool Helps Remote Workers Stay Productive.” But add data — “Survey Finds 67% of Remote Workers Feel Isolated — This App Offers a Fix” — and the angle becomes stronger, clearer, and backed by proof.
Consider What the Media Outlet Covers
A great angle means nothing if it doesn’t align with the outlet’s audience. Always consider the editorial focus of the publication or platform you’re pitching. A business magazine wants angles that involve industry disruption, leadership, or economics. A lifestyle outlet wants feel-good human stories or cultural trends. A local paper wants community impact.
Tailor your angle accordingly. The same story might be pitched three different ways for three different outlets. A national tech blog might want the angle “Startup Innovates in AI Fitness,” while a local TV station might prefer “Bay Area Entrepreneurs Launch App to Help Women Stay Fit at Home.” Same core story — different angles for different audiences.
Use Headlines to Test Your Angle
A simple trick to test whether your story angle is strong is to write a headline. If your story can’t be summarized in a punchy, compelling headline, your angle might not be sharp enough. Journalists think in headlines, so try to match their language. Think of your pitch as a ready-made story idea that a reporter could lift and run with minimal changes.
A vague headline like “Startup Launches New App” lacks punch. But “College Dropouts Raise $2M to Revolutionize Online Learning” has urgency, surprise, and a human story — all wrapped into one.
Be Willing to Kill Your Darlings
Sometimes the story you want to tell isn’t the story the media wants to hear. If your initial idea isn’t resonating, be flexible. Reframe it. Shift focus. Be willing to let go of your preferred narrative in favor of what’s actually interesting, relevant, or timely to the public.
You might love your founder’s origin story, but if journalists are more intrigued by your customer testimonials or policy impact, go with what resonates. Your goal is not just to talk about your brand — it’s to tell a story people want to read.