Although we've talked about newsjacking before, finding news hooks works a little differently. To appear in the media, you must have something newsworthy to say. As media pieces and press releases are developed, it is important to first identify the "hook" that will be used. The "hook" is that crucial piece of newsworthy information that will capture the attention and interest of both the news media and their audience.
While there is never any guarantee of media placement, coming up with newsworthy news hooks increases the likelihood of media interest and placement.
For a newsworthy hook, you need to know what is going on in your industry, what is newsworthy information and how to get those news hooks. Pretty tricky, right? Here are some tips to get you started finding news hooks.
If a certain trend or topic is hot in the media right now, you can be sure journalists will be clamoring for new stories. You can fill that void - but you have to offer a positive new perspective to the story. Share a personal story, a surprising research result or the contrarian view. It is very important here that you bring something new to the story and not repeat what is already continuously discussed. Thus, added value is crucial.
There are countless stories of local organizations that have told a national story from their own local experience. Those organizations are then a local example. These types of stories are important for the media in your area to tell a personal story.
This trick also works in reverse. Scan your local news for stories about your own region and ask yourself: does this story have national relevance? How can I outline it in the right way for a journalist so that I, too, get a place in this story? This is how many freelance writers get their ideas. It can work wonders for your organization, too.
Objective journalism these days is often about "both sides of the story. If you see a one-sided conversation about your industry in the media, this is an opportunity for you to break through as an expert and demonstrate your authentic thought leadership. Especially if you are willing to defend the underdog opinion. A contrarian opinion is often very interesting to journalists.
Very few small businesses have the data or survey results that attract the press and what they write about. But that doesn't mean you can't be the case study that helps the reporter tell the story. Set up notifications for surveys and polls on topics relevant to your organization. Let the media know when you are the case study for the results, or even better; the exception to the rule.
You see them come up every year; stories about gifts on Mother's Day and breakfasts on Easter. Journalists are tired of writing about them, yet you can't escape them. If you can give a journalist a new spin on that boring article she has to write every year, you are on track to be a new source when another story needs to be written.
This is the most obvious way to create a news hook. Usually, your new product or service is not newsworthy by itself, and announcement press releases are the biggest waste of time for you and for a journalist. But, if you can show how your product or service is new and that it fits a trend, then you have a great news hook. Note that this is very rarely applicable. Of course, you also don't want to arrive at a journalist with a new launch that adds no value to your industry.
