Although we've talked about newsjacking before, finding news hooks works slightly 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, inventing increases newsworthy news hooks - the chance of media interest and placement.
For a newsworthy bracket, you need to know what's going on in your industry, what newsworthy information is, and how to get those news hooks. Quite difficult, isn't it? Here are a few tips to help you find news hooks.
If a particular trend or topic is hot in the media right now, you can be sure that journalists will fly into each other's hair with new stories. You can fill that void — but you need to offer a positive new perspective to the story. Share a personal story, a surprising one research result or the contrary view. It is very important here that you bring something new to the story and not repeat what is already being discussed continuously. Added value is therefore 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 kinds of stories are important for the media in your area to tell a personal story.
This trick also works the other way around. Scan your local news for stories about your own region and ask yourself: does this story have national relevance? How can I do it for a publicist sketch in the right way so that I also get a place in this story? This is how many freelance writers get their ideas. It can also do wonders for your organization.
Nowadays, objective journalism is often about “both sides of the story”. If you see a one-sided conversation about your industry in the media, this is a chance for you to break through as an expert and become your authentic thought leadership to show. Especially if you're willing to defend the underdog opinion. A contrary opinion is often very interesting for journalists.
Very few small businesses have the data or survey results that attract and write about the press. But that doesn't mean you can't be the case study helping the reporter tell the story. Set up notifications for surveys and polls on topics that are relevant to your organization. Let the media know when you're the case study for the results, or better yet, the exception to the rule.
You see them every year; stories about Mother's Day gifts and Easter breakfasts. Journalists are tired of writing about it, but you can't escape it. If you can give a journalist a new twist to that boring article she has to write every year, you're 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. Most of the time, your new product or service isn't newsworthy on its own, and announcing 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 matches a trend, you have a great news hook. Please note that this is very rarely applicable. Of course, you also don't want to come to a journalist with a new launch that has no added value for your industry.
