Google

How to Develop a Killer News Hook


When you are going to write a press release probably the most important thing you can do is create a killer news hook. A press release without a news hook is just blatant advertising, plain and simple. There is nothing that turns off journalists more than a press release that's just advertising, and when you turn them off, they're often off for good.

So, with this in mind, creating a news hook for your press release and media plan in general is probably the most important thing that you can do. But, how do you do it?

A news hook can be defined as the property in your press release that really makes a person read it and say, "I'm glad that I read this. This is really news." A news hook does not directly try to sell something, but to put some real news in front of the reader and encourage them to learn more about you.

If you are a major company, almost anything you do could be considered news. Take Google, for example. Everything they announce tends to be front-page news, no matter how small it is. However, your probably not so lucky, so you have to look pretty had.

If you are selling cars in a local dealership, a news hook could be if a local celebrity if performing a function at your dealership or even if they are long time and outspoken customers. If you are selling hair dryers, upgrading your model form XD1000 to XD1001 is not news outside of the hair dryer community. However, there are plenty of ways to generate news out of something that normally cannot be considered news.

To do this, you must ask yourself the 6 questions that every journalist is always asking

-Who
-What
-Where
-When
-Why
-How

If you are able to answer all of these, then you have something that can go onto the next stage. If you are not able to adequately answer these questions, then you have to try again and find something that can legitimately be considered news.

When you have this, then what you must do is think about

-What a member of the general public would think about this news
-What journalists would think
-What a member of your target demographic would think

When you get this, decide how you will address each group. If you want PR, then you will typically have to go through the journalist. The journalist should have a good idea of what the general public wants and what the target demographic wants, so if you have news, they will pass it on.

With this in mind, if you are selling something specialized, and then you should target publications and media that focus on that specific industry. If you have something more general, then you should focus on the more general media.

Bryan Thompson is a young entrepreneur and founder of Press Release Writing Online ( http://www.prwritingonline.com ). In his experience as a freelance publicist, writer and entrepreneur, he has worked with dozens of small, medium and large companies. He is also writing a book on the basics of publicity for small businesses and is also managing several other online businesses at the same time. You may contact him at info@prwritingonline.com.

MORE RESOURCES:

RELATED ARTICLES

Are You Making These Press Release Mistakes?
You've done it. Gotten that press release written.
Copywriter Trick Unveiled: How to Write Better Copy Faster
"Talent alone cannot make a writer. There must be a man behind the book.
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here: http://www.
Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines
Headlines attract attention. Headlines generate interest.
Beyond Once Upon a Time: Fairy Tales arent the Only Thing Needing Catchy Openings
Once a upon a recent time in a galaxy not so far away, I received an e-newsletter that provided valuable dos and don'ts for email newsletter publication. Ah, something about this newsletter didn't pull me in to read its tales nor did I take out the sword to slash my name from the e-newsletter distribution list.
Copywriting: Engage Prospects By Involving Their Senses
Imagine a bland, colorless existence. Where food had no taste, silence surrounded you and everything smelled the same.
How to Write Carrot-Wielding Copy!
A significant reason behind websites that fail is the lack of an effective direct response sales message. Such a message is comprised of three elements (it must be):Captivating (it captures the reader's attention) Riveting (it pulls her into reading further) Engaging (it calls her to act)How can you incorporate those three vital elements? If I were to answer that question adequately it would likely take me an entire book the size of an encyclopedia! But for now, let me give you a succinct explanation.
Cleaning Up Your Copy
When you are beginning to write, you gather as much data as you can. You continually add allied thoughts.
11 Reasons Not to Hire a Freelance Copywriter (and Why Theyre All Poor Excuses)
Think you can take the Copywriting Challenge on your own? Allow me to convince you otherwise! Here are eleven reasons why business owners typically choose not to hire a writer, and my argument for each.Excuse 1.
Writing Copy for Voiceovers
As with any of the performing arts, an effective voiceover begins with a well-crafted script. You don't have to have many years of writing experience to create copy that is both effective and a pleasure for the voice actor to perform.
How To Personalize Your Headlines For Increased Profits!
Personalizing your headlines to your target audience can significantly improve your sales response. You can do this by mentioning a person by name, their city, their career field, their job title, or group right in the headline.
Keeping It Real: The Only Copywriting Trick That Works
Much of today's accepted copywriting wisdom comes from old books written for a different, quieter world.For most of the twentieth century, widely promoting a successful message was expensive and difficult, requiring control of significant resources and substantial time commitments.
Help, Help, Help, Sell
Here's a fundamental difference between copywriting offline and copywriting for the web..
How To Write An Effective Ad
A letter or postcard allows you to "talk" one-on-one to your prospect. That means you should use "I" and "me" and "you" in your sales letter.
7 Powerful Sales Copy Writing Techniques!
Your sales letter is the most important component in your web site or marketing campaign. It will introduces your products or services to your visitors and how people react (buy, bookmark, leave) is 80% entirely depends on your sales letter.
Cause and Effect
"Shallow men believe in luck. Strong men believe in cause and effect.
The Secret to Drilling Down Deep in Your Target Market
Here's another drill ripped out of the Field Guide for my Red Hot Copywriting Bootcamp. There are 20 drills total which take 15 minutes per day (my "recruits" get weekends off).
Copywriting Makeover: Making An Emotional Connection - Part 1 of 2
One statistic shows that over 80% of all buying decisions are emotional. That means your copywriting should be, too.
Why Copywriting Is The Secret To Your Online Success
Over the last decade, the number of companies selling their products and services on the Web or sharing information online with their target market has exploded.It's no longer frowned upon to conduct your business on the Web, and huge numbers of people are making a healthy living doing just that.
8 Reasons to Outsource Your Copywriting
Thinking of hiring a staff writer? Think again. Below, I will give you eight geat reasons to reconsider and outsource instead.