Getting media coverage isn’t about writing overzealous headlines or sending spam press releases. It’s about offering journalists something genuinely useful which can either be based on topics they have previously written about or angles that tie into their particular ‘beat’; or perhaps a wider story which is cycling through the news. Years of pitching has shown us that ensuring angles are timely, relevant and supported by data stand a far better chance to gaining a journalist’s attention.
So how can you create media angles that get picked up?
Understand what makes an interesting angle
It could be something no one else is talking about yet, or something that adds a fresh take to a topic already making headlines. If it’s backed by solid data or expert insight, even better. Don’t just announce a new service, explain why the market needs it.
A leadership appointment, product update or internal milestone will matter to your team but won’t make the most interesting of angles. That said, you can still get pick up with this type of story – but only if you are targeting media in your specific market that takes that type of story.
Timing beats polish
A great angle sent at the wrong time could be a missed opportunity. Journalists work to fast-moving deadlines and they can’t wait around. The best media angles are linked to what’s happening right now, whether that’s new regulation, seasonal demand, economic shifts or breaking news.
For B2B media, get familiar with editorial calendars and news cycles. A thoughtful piece submitted a few weeks ahead of budget season or regulatory change has a much better chance of landing. For more broader titles, monitor industry updates and act fast. If you can offer a credible quote or new data within hours of a development, you’re already ahead of 90% of competitors.
Use data to reinforce your angle
A noteworthy opinion is better if it has a credible foundation. Data makes your message more attractive and gives journalists something concrete to work with. That could be a customer survey, internal claims analysis, or insight pulled from market trends. It doesn’t need to be extensive. A few specific and interesting figures can be enough to build a story and ensure your angle gets noticed.
For example, “Care sector claims rose 15% in the last quarter, driven by a spike in third-party injury reports” is more powerful than a generic statement about rising risk. It gives journalists a reason to pay attention and a clear starting point for the story.
Avoid the language that gets ignored
Journalists read hundreds of releases and pitches a week. They know exactly what to skip. Phrases like “world-class service”, “leading provider” or “game changing” don’t add value and sound too much like marketing spin.
A good opening line tells them what’s happened, why it matters and who it affects. For example: “[Client name] launches new cyber product aimed at regional brokers handling SME tech clients, following a 38% increase in claims linked to ransomware.”
The tone should be clear and professional, not promotional. You’re offering insight, not selling a product.
Offer a clear, useful perspective
Journalists want interpretation as well as facts. A strong quote brings the story to life and shows your organisation has something meaningful to say. That doesn’t mean being controversial for the sake of it, but it does mean being specific.
Compare the following:
Weak: “We’re excited to see how the market evolves.”
Stronger: “Too many insurers exited the care sector during COVID. We stayed, and that consistency has helped us build long-term trust with brokers who value reliability over short-term pricing.”
A good quote says something definitive. It reflects your experience, shows thought leadership and adds colour to the narrative.
Build relationships before you pitch
Even the best story can be overlooked if the journalist doesn’t know who you are – they need to be able to trust the source. Building long-term relationships with the media, particularly in trade press, is as important as the stories themselves. Be helpful and responsive. Share insights without expectation. Offer access to senior spokespeople. Invite them to relevant events or briefings.
And if your pitch gets rejected, don’t just move on. Politely ask for feedback. Understanding what didn’t work is the fastest way to improve your next approach.
Make it matter
At the heart of every successful media angle is a clear answer to one question: why should anyone care? If your pitch is relevant, timely and supported by evidence, you’re on the right track. If it’s vague, self-promotional or disconnected from real-world impact, it’s unlikely to land.
Journalists aren’t looking for noise. They’re looking for news. Give them something that helps them do their job, and you’ll start seeing results.