Story ‘Hooks’

Reporters are looking for a “hook” for every story, or issue of importance that will pique the interest of their audience. Here are some key elements to utilize in your news stories to hook the media:

• Money: How much was saved, spent, invested, donated, etc.?
• Emotion: How does it make consumers feel?
• Trends: Announce a new approach or response to an existing trend or suggest a new trend.
• Humor: Tell a humorous, yet neutral story. (Note: use humor sparingly, as audiences have varying degrees of opinions on what is humorous).
• Unusual: Select a unique, uncommon, one-of-a-kind topic.
• Celebrity: Mention confirmed celebrities and quote them if possible.
• Quantity: How many/how much time, money, hours, volunteers, beneficiaries?
• Far-reaching consequences: Forecast future implications based on facts, expert opinion.
• Human Interest/Testimony: Tell a real story using comments of members, experts, leaders.
• Results: Surveys, outcomes, reports.

Determine which of these story hooks will work best for the news you want to share with the media. Then, send a news release, media advisory or letter to the editor.