Developing an Angle in Media Writing

A common mistake in media writing is to simply throw out some information in the form of
an article or blog, without first developing a compelling angle. A lot of people don’t really
know what it means to have an angle, and if you are a blogger, it’s an important concept to
understand. Having an angle will make your writing more focused and make your readers
actually read what you write.
First, angle most certainly does not mean the same thing as bias. This is an all-too common
misconception. Having a bias means skewing a story or omitting facts to push an agenda, whereas
angle means the way a writer frames a story.
Having an angle is essential to any coherent narrative—it is what defines the direction the story will
take, what questions are being asked and why the issue is important and newsworthy. Of course we
will likely be taken as biased if we are writing on the behalf of a company that is trying to market a
product or service, but we can still give legitimate and compelling information.
Many new reporters and bloggers make the mistake of simply trying to write on a subject without
giving any hint of why that subject deserves to be written about. This may sound like a strange
problem, but it is common. When it comes to covering events or writing features, it’s all too easy to
write a 700-word description or history instead of writing a newsworthy story.
Finding an angle means going beyond the plain facts of the subject. It means figuring out what
questions need to be asked to shed new light on an issue. You have to figure out what that issue is
and how it relates to the subject, or vice-versa. The important part is to learn how these two can work
together to build a focused narrative that makes the story both newsworthy and compelling.
Let’s say we are writing a story about Washington State’s new candy tax. What is the story going to
be about? What should it say? What story needs to be told?
We could list when the tax was passed and what items are included. That’s good information, but
anyone can look up that information online. It really doesn’t make for a very interesting or original
story. We need to dig a little deeper. We realize that there is a small candy shop in town that has been
around for decades, but will, for the first time, have to share part of its candy profits with the state.
Now the reporter has a subject, the tax, and a timely issue, how it is affecting this local candy shop.
From there, we can find out how this candy shop, which has never before had to deal with sales tax,
is adapting. How are customers reacting? What are some of the repercussions, and what does it mean
for the future of the candy business? We can look through the candy shop’s lens to form an angle and
build a story about this big issue.
The same principle can be applied to writing blogs. Try to tell your reader a story. Let the narrative
drive what you are trying to get across, even when promoting a product. Give some real-world issues
and realistic problems and present your product as one of the solutions. Being descriptive is
important, but if you want your readers to listen, find a compelling angle and tell them a story.
What's newsworthy?

Recently, someone asked me, “How would you define the word 'newsworthy?'” Great question; allow
me to elucidate.

News elements
What makes a story newsworthy? Pay close attention to these 10 elements of newsworthiness to see
which apply to your particular announcement. These elements are also called "news values" because
they give a story news value. Good news stories have more than one of these elements to help increase
earned media coverage.

Proximity
Location, location, location: If an event is happening nearby, it will impact the audience more than if it
were happening somewhere else that doesn't affect them as much, such as in another state or country.
For example, if the local high school football team is going to the state championship, or if music star
Taylor Swift is coming to town to perform, residents will want to know about it. Similarly, if your
company is opening a location in a new state, your company becomes more relevant to people there.
Prominence
A well-known person, place, or event has a stronger news angle than something the audience isn’t
familiar with. A guest speaker visiting your local elementary school to take over story time doesn't
resonate with many people... unless that speaker is Oprah, John Travolta, or Elon Musk.
Timeliness
Current news has more impact than something that happened yesterday or last week. The public and
news media lose interest quickly, and past events become stale when there's always fresh news
somewhere. No one cares that a mild tropical storm passed last year, but if a major hurricane is en
route… that’s a different story. In the same vein, journalists will likely glance over your company's
product launch that happened six months ago, but your upcoming announcement is much more likely to
grab their attention.
Oddity
If something is unusual, shocking, or bizarre, the strangeness and novelty alone could make it
newsworthy. A Florida man threw an alligator through a Wendy’s drive-thru window? You don’t hear
that often. Has your company developed something new that no one else in the industry is doing? That's
oddity!
Consequence
If the impact of an event may directly affect readers, they'll want to know about it. A run-of-the-mill
burglary at the Watergate Hotel was white noise on the airwaves until it became clear what the
identities of the key players meant for the nation. An economic or natural disaster harming millions has
serious consequences.
Conflict
Audiences are always interested in disagreements, arguments, and rivalries. If an event creates conflict,
many consumers will be interested based on that alone. Let's not forget that it's human nature to
choose sides and stand up for their opinions, views, and preferences. Conflict news stories include
religion, politics, legal disputes, sports, business, trials, wars, human rights violations, politics, and even
struggles against nature, animals, and outer space.
Human interest
If a situation draws an emotional reaction, it might contain the news element of a human-interest story.
These can be "soft" stories like kid-at-the-petting-zoo snapshots, inspiring comeback stories that give an
account of the impossible, or infuriating reports of incompetence on the part of a public figure. Your
company's employees may fit the human interest angle of news if their story makes them unique.

Extremes/superlatives
Reporters and audiences might be interested in the first, the best, the longest, the smallest, the highest
– if you can legitimately claim one. Be careful. Do not overly focus on this, create hyperbole, or
exaggerate claims. Dishonesty here will come back to bite you.

Scandal
Reporters want a scoop on the scandal – everyone wants to hear all the details whenever there is moral
or legal misconduct. The philandering congressman who sends inappropriate pictures under an absurd
virtual handle is sure to draw media attention. This is one area of news you might not want your
company to end in the spotlight.

Impact
Whether it's a peaceful protest encompassing five city blocks or a 52-car pileup on the interstate, the
more people involved in the event, the more newsworthy it is. Similarly, the number of people affected
by the event will affect its newsworthiness, whether it's an adjustment of minimum wage, an alleged
outbreak of Ebola, or a new technological advancement.

And remember: "Just the facts, ma’am."

Who?

What?

When?

Where?

Why?

How?