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Finding your angles can either be the most fun or the most challenging part of your PR program design.


Once you get the hang of the flow you will be finding angles EVERYWHERE you look. You’ll be headbutting them in the kitchen and being rained angles in the shower.

Once your brain clicks into the style, you’ll constantly be creating new angles for your business. My advice: sleep with a pen and paper handy.

How to DIY your PR - stop the pressers

Now you have your goals, audiences, and targets and a nice little list of your new pals.

Our challenge now is to unpick your story. We need to find some juicy angles that are going to reel in the fishies.

Unless you’re a celebrity, have a whole bunch of media equity (have appeared in several articles already), or have done something REALLY terrible, or found the cure for cancer, you’re going to need to think of a headline (or angle) to grab the journalists attention.

As you were scanning the outlets, you should have started to get a really good feel for the kinds of stories they cover and the style that they use to document their coverage. For some, it will be a very casual tone and for others it will be deep investigative journalism. Whatever the style, your job is to play the role of a journalist or reporter for that outlet and really get inside their head. How would your story make sense in their framing, what would the headlines be for your story?

Now, the media don’t love plugging products or services. The sooner you get your head around the delineating between ADS and EARNED media the quicker you will get “YES! we would love to run your story.”

Earned media typically talks about stories of hardship, emotional journeys, or accomplishment. They rarely talk about product features.

Things to consider as you’re teasing out potential angles:

Will the readers or listeners find this interesting, entertaining, informative or useful?

If your story is an announcement about a restructure or internal news, you’re going to get some serious crickets form the journalist. Likewise, new product announcements must have a story, and you need to explain to the outlet why this is news. Help them to understand the problem that your product solves (this is where your client case studies could come in handy).

With the ratio of pitches to daily articles skewed towards articles, there is a plenty of competition for headlines. If your story doesn’t have a sense of urgency then the journalist won’t get FOMO. You want to invite a little FOMO into their inbox. Celebrity, out of the ordinary (stunts), and timely news can be a strong hook for your pitch.

How to DIY your PR - finding your angles

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Places to look for key dates/research/statistics/trends:

-          Events calendars (similar to planning your social media content but check out Source Bottle’s ‘newsjacking’ calendar for September)

-          Science News Direct

-          IBIS World

-          Google trends (explore trends over time)


4 key themes to find your pitch angles:

  1. Leverage your purpose or your ‘why’ story (See Simon Sinek)

  2. Dig into how you’re transforming the market you’re in

  3. Shout about (and share generously) the thing that you know better than absolutely everyone else

  4. Be proud and loud about what makes you different

Designerex PR campaign

21 examples of media angles for Designerex

  1. Building a technology company as a non-tech founder

  2. Creating a side hustle into a million dollar business

  3. The birth of a techpreneur: from managing homes to managing dresses

  4. Australian Airbnb of Dresses Launches in US: first fashion rental platform in two markets

  5. Rent the Paris Street Styles

  6. How to invest in sustainable labels 

  7. How to save money by sharing designer dresses (users are renting out their dresses over 30 times at $80 - $175 a pop!)

  8. Top trending designer dresses being shared

  9. How to clean and care for your friend's designer dress: the new sharing economy etiquette

  10. 5 steps to make your wardrobe more sustainable

  11. Key investment designer pieces that could make you money

  12. Top 5 Australian brands you need in your wardrobe and why

  13. A guide to investing in international designer pieces.

  14. The must-have colour of the season

  15. Real statistics showing the rise in jumpsuits

  16. It’s time to quit fast fashion and here’s why

  17. Aussie digital entrepreneurs bring sharing economy to gilded world of designer fashion

  18. Couples as Collaborators: The Business of Doing Business Together

  19. How to Navigate the Booming Sharing Economy

  20. The new circular sharing economy etiquette

  21. Circular Sharing Economy 101s: how the make money from your wardrobe and invest in slow fashion

From these examples you can see how broadly we went in brainstorming angles for headline news. If you’re stuck, try to think of the following categories and how your brand relates to these:

Finding your angles - PR media


It’s time for you to revisit the list of outlets and the journalists that you shortlisted. Now you need to craft five angles that you could pitch to each outlet. When you're unpicking your angles it's helpful to revisit the headlines of your fave outlets and ask yourself, “What is in the news today that ties in with what I want to promote?

Another handy tip is to ask your pals and clients to tell you what they think you do and how you do it. Listen attentively to the words they use to describe your ‘thing’. It might just be the questions they ask or the things they don’t understand about your business that turn into angles.

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