Facts tell, stories sell. People can see themselves in stories. How do you tell a story that ensure's your message get's heard? Keep current events in mind. Think of a triangle. On the left, imagine the story you want to tell. On the right, you have zeitgeist , or curent events. The object of the game is to create a unified, triangulated center...literally an "angle" for your story. For example, if you have improved your business practices, you might utilize the popularity of television.