PR pitching tips: How to write a hook journalists can’t ignore
Journalists receive hundreds of emails daily, so a pitch has only seconds to make an impression. Standing out doesn’t mean shouting louder or spending more.
It comes down to one thing: a smart, relevant hook that makes an editor stop and think, “This could work.”
A strong hook is the difference between being skimmed and skipped, or opened and flagged for coverage. This blog post shows you how to spot good PR angles, write compelling hooks and increase your chances of getting featured.
What is a PR hook (and why it matters)?
A PR hook is the angle or opening line in a pitch that instantly grabs a journalist’s attention. It answers the questions: “Why now?” or “Why does this matter?”
For editors scanning full inboxes, a clear hook saves them from digging through paragraphs for the point. Nail the hook, and you’ve done the hardest part – making them care enough to keep reading.
Why Q3 is the perfect time to reset your PR
While many brands slow down in Q3, editors don’t. They’re still planning stories and locking in long-lead features months ahead.
Q3 gives brands the space to step back, rethink their messaging and test new hooks before the busiest press season hits. And timing matters: Christmas content is planned from July onwards, meaning by October, many opportunities are already gone.
A fresh PR plan in summer could be what gets your product under the tree, or in a magazine, in December.
Every brand has a story (and multiple hooks)
Not every hook has to be groundbreaking. Thinking like a journalist can uncover angles in everyday brand stories. Here are three examples:
1. Founder journeys or personal stories
Elsa Gomez launched her jewellery Brass + Bold brand at 50, proving it’s never too late to start again. Stories like hers connect with themes of reinvention and passion, topics that resonate well beyond the product.
2. Product innovations or unique features
By Rotation isn’t just a fashion rental app; it’s been called the “Airbnb of designer fashion.” Its peer-to-peer model and social features made it easy for journalists to explain, and gave them a clear reason to cover it.
3. Timely tie-ins with trends or seasons
“Don’t let the summer bugs bite” is a simple yet effective seasonal pitch. It highlights rising mosquito activity, gives editors an immediate hook, and leaves room for expert tips or product solutions. Lead with a relatable issue, and back it up with helpful content.
Recognising your best angles helps you find multiple hooks you can pitch throughout the year.
Where to find fresh hook ideas
Even the best stories need the right angle. Here are three reliable sources of inspiration:
Trend reports – Tools like Pinterest Predicts, WGSN, and Google Trends flag emerging behaviours and cultural shifts. If your brand naturally fits a rising trend, that’s your hook.
Awareness dates and national days – Tie brand stories to timely events to make them relevant and easy to place. Our PR & marketing calendar has got you covered.
Newsjacking – Respond quickly to breaking news or cultural conversations where your brand has something credible to add. The key is speed (ideally within 24–48 hours) and a focused approach.
👉 Pro and Enterprise members get daily newsjacking topics inside the PR Dispatch platform to make timely pitching faster.
Frame your stories right and get featured
Your brand already has stories that matter. Frame them with the right hook, and you’ll instantly increase press coverage opportunities.
Ready to write PR hooks journalists can’t ignore?
👉 Download your free hook resource today and start pitching smarter.
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