What is it that makes you sit up and take notice when you hear something in the news or read beyond the first few words of the headline?
To get the media interested in even considering your story, you need a hook. And there is no point pitching to the media if you have no hook – journalists will consider you as wasting their time and they may not read your media release next time it comes across their desk. So treat each pitch to the media like it could be your only chance.
Some of the best advice I received as a cadet journalist on where to start when writing a news story, was to think about what I would say if I was telling someone about it at dinner that night. The most interesting angle immediately presents itself, so use this as your hook.
It is worth noting at this point that not everything you consider news will be newsworthy to a journalist. The reality is stark, but sometimes the media will pass on a story about your business. You need to spell it out to them as much as possible, because journalists don’t have time to think up an angle for every single news item.
When considering your hook, craft it to the media you plan to target. Here are some ideas:
- Are you hoping to get local coverage for your retail premises in the main street? Look for a national story you can localise.
- Do you want to create a big bang in your publicity nationally for your service-based business? Conduct a survey relevant to your industry and publish the results with your expert comments.
- Or you could partner up with another business to raise money for a charity close to your heart, such as a pink ribbon event during breast cancer awareness month, with the story being the higher profile the charity gained as a result and what the money raised will be used for.
Think carefully about why someone outside your immediate friends and family should be interested in your story and craft your pitch accordingly.
So, what is your hook?
