Find you PR news hook

Find you PR news hook

Find you PR news hook

Without a clear news hook that will appeal to journalists, your press release is extremely unlikely to get any press coverage.

Dig deep into your story to find what will make it most interesting the journalists. The truth is that the most compelling thing about it is unlikely to be the selling point' that you're most concerned with PRing, but that could be what eventually gets your brand or product coverage.

Here are some things to remember when trying to come up with your news hook.

1. Press releases should have immediate impact

Your story needs to immediately draw people in the headline should be snappy, and the first sentence should lay out the key theme of the story in a succinct and engaging way. Keep the opening paragraph as short as possible around 20 words in usually about right and get straight to the heart of your story.

2. Press releases should be timely

Old news is no news; newspapers move quickly, and they're unlikely to be interested in an event or news development that occurred days, or even weeks, in the past. While stories based around survey findings have a longer shelf life, you should still make getting your story out there your top priority.

By the same token, if you can tie your story in with something that's recently come up in the news agenda, all the better; just add to a media discussion that's already going on, and you can ride the coat tales of the story all the way to the front page.

3. Press releases should be relevant to the publications you want to target

Careers magazines aren't going to be interested in a story about a new food product launch. It seems an obvious point, but think carefully about who your news hook will actually appeal to before settling on it. If there's a publication that you're desperate to get coverage in, have a look at the kind of stories they run and try and create a press release in a similar style.

And don't try and give your story to publications that just aren't relevant you won't get coverage and you'll only serve to jeopardise your relationship with the journalist in question.

4. Press releases should have a human angle

Whether it's by providing a case study or coming up with a survey stat that everyone will both relate and react to, if you want coverage in the national newspapers, your story needs to touch a nerve with people in one way or another.

Make sure to look for a company such as Citypress Public Relations when you need services including Technology and Media PR and other industry specific services.

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