How to Find Story Angles That Make the Media Say Yes

Struggling to come up with story ideas the media will actually want? You’re not alone.

Most experts and small business owners stare at a blank page, willing an idea to appear, while editors are sat there with empty columns and deadlines, waiting for something fresh and relevant, to land in their inbox.

If you want your story to cut through, you don’t need more creativity. You need better habits.

Here’s how to develop PR story angles like a pro without the overthinking or overwhelm.

1. Start with the headlines

Pick up a newspaper (or open the app if that’s more your vibe). Scan the headlines. Don’t read every article, just get a feel for what’s dominating the national conversation.

Then ask yourself:
“Is there anything here I can link to my work, message or expertise?”

Editors are constantly looking for expert takes and relevant examples tied to big issues. Even if it’s just a one-line comment or new angle, your voice can slot into that story.

2. Read the actual publications you want to be in

Want to be featured in Stylist, Red or The Times? Read them. Regularly.

Look at the sections and who writes what, how they frame stories, what types of voices they include. This is how you stop writing generic pitches and start crafting angles that slot neatly into existing columns or formats.

Think of it like dating - if you never show you’ve actually listened, there’s not going to be a second date.

3. Use surveys to shape stronger stories

The media loves data especially if it’s surprising, emotional, or tells a story at scale.

You don’t need a massive budget. Tools like Typeform, Google Forms or even Instagram polls can give you enough insight to create a headline like:

“72% of midlife women say this stops them from showing up in their business - survey reveals.”

Or piggyback on a national report and add your expert take. You’ll instantly become more quotable.

4. Listen to your clients (they’re telling you stories all the time)

If you're hearing the same question over and over in DMs, discovery calls or client sessions… pay attention.

Those real-life worries and “I thought it was just me” moments are pure gold for story development. If your audience is saying it, you can bet a journalist's readers are too.

5. Spot trends in your trade mags

Yes, they’re dry. But trade publications are often months ahead of consumer media in spotting what’s coming next.

If there’s buzz in your industry for example a new piece of legislation, a surprising stat or a slow-burn shift, you’ve got the makings of a timely, expert-led angle.

6. Add a topical twist to evergreen stories

Editors LOVE seasonal hooks. January is full of “new year, new you” stories. March? Taxes. September? Back to school.

These aren't new but they work. Your job is to make the angle feel fresh. Try:

• A bold opinion

• A new take for a specific audience

• A surprising story with a familiar theme

Evergreen + emotional = yes please.

7. Use holidays (or invent your own)

Everyone jumps on Christmas or Valentine’s Day but there’s a “national awareness day” for nearly everything now so use them to your advantage.

Even better, create your own mini awareness day. One of our members got brilliant press by launching “No More Apology Week” for women in business. It was simple, snappy and story-ready.

TL;DR: Journalists don’t want perfect stories. They want relevant ones.

So if you want more “yes” in your inbox, stop waiting for a lightning bolt and start using these 7 angle-finding habits.

They’re fast, repeatable and they work even when inspiration doesn’t.

Want help turning your idea into a ready-to-pitch PR story? Come join the Inner Circle membership - it’s the fastest way to get press-ready and pitching.