How to Develop a Pitch Angle

By Jamie Hooker


Pitching makes the PR world go ‘round. And what’s a pitch without the perfect angle? Developing a pitch may come easy to some, but it takes creativity, research and thoughtfulness. Why is your pitch news worthy? Who are you pitching to? These are just a couple of question to ask yourself when you’re trying to get a hook.

Why should reporters care about your announcement?

You have your pitch, now you have to decide what makes it valuable to the media. If there is something already going on in the news that could be relevant to your pitch, it can be an easy way to get a reporter’s attention. Also, it’s important to research the reporters and outlets you plan on pitching. Find out what they have written about in the past and form your angle based on that information. There are better chances of a reporter covering something they already have interest in than something they have never covered before. Ideally, you should create an angle that is relevant.

Make a list of ideas.

Brainstorming can be helpful, and no idea is a bad idea. Try making a list of pitch angle ideas and see what you come up with. Doing this with a group of people can be even better; everyone’s ideas can bounce off one another. Finding a local angle on a national story, tying your pitch to a trend or stories about overcoming adversity are just a few examples of what is usually successful with reporters when it comes to pitching.

Be creative.

I’ll be the first to admit this is easier said than done. Creativity comes natural to some, but for others it can be hard to think outside of the box. Look to other resources for inspiration when you’re trying to think of your angle, like magazines or even Pinterest. If you find yourself struggling and hours have gone by, step away from the pitch and work on something else for a while. The funny thing about ideas is that sometimes they come to you out of the blue.

Everyone has their own process in developing pitches and angles, and there is no right way. Luckily it’s easy to measure the success of a pitch angle, which can allow you to learn more about what works and what doesn’t as you go.