Pitching is an important part of any content process. While it can be tempting to ask writers to explain a suggested story or angle orally, written pitches are helpful so ideas can be synthesized properly and evaluated correctly. They also make it easy to be passed around and discussed in group settings.
Simply suggesting something to write about isn’t a pitch — a pitch is a well crafted, succinct summary of what the story actually is. Put another way, a pitch is just like a story, just shorter — it has an angle, a headline, a tension, a reason for existence. That’s why getting pitches in writing is so important. For more information on how to run pitches effectively, see the Editorial Processes and Pitching Guide.