Wednesday, October 24, 2007

Brass Tack #2 - Give them a hook on which to hang the story.

This is the news angle – the way into the story – and it should be clear from the first line of your press release or the first thing you say on the phone to the newsroom.

‘The annual XYZ Blues Festival is happening next weekend’ is a parish notice. But start by saying ‘Veteran Louisiana guitarist, Wild Boy Williams visits the UK for the first time in 50 years to appear at the XYZ Blues Festival…’ and the story starts to get interesting. The journalist is more likely to be hooked and reeled in.

There are plenty of hooks to choose from. Here are a few:

  • Achieving a world first
  • Appointing a new senior manager
  • Serving the thousandth/millionth customer
  • Announcing record-breaking profits
  • Creating more jobs
  • Introducing a greener initiative
  • Hosting a visit by a celebrity
  • Inventing a problem-solving product
  • Praising the achievement of an employee
  • Sponsoring a worthy cause
  • Bringing something new and unique to the community

Click here for some more ideas.

Filed under:
media relations     news angle     journalists

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