How to find your hook

If you are looking to build a stronger business profile and gain media interest, then find a good hook.

Journalists habitually gravitate to a good hook.

While your hook can be about the ‘big picture’ of your key business activity don’t just rely on it to get noticed.

As subject matter experts, you have the greatest insight into the inner workings of your business; so, use this to your advantage.

A good hook can unlock further opportunities and build rapport with the media. You’ll be surprised what you might uncover.

By creating a story bank from your hooks, you increase your chances to be seen and heard by not only commercial news organisations but also niche publications broadening your brand and service to a wider audience.

What makes a good hook?

Backstory:

How did your business idea start? Was it from humble beginnings or while you were at university? Was it a hobby that turned into a career? What’s the story behind your brand name?

Trends/data:

Numbers talk and are a great way to raise awareness on a particular topic and get people to act.  What did your research reveal? Are you seeing shifts / trends / an increase / or a decrease?

Also, everyone wants to know if something is the biggest/smallest/ or the first?

Try to contextualise your project – is your project the size of 20 Olympic swimming pools for instance.

Is your project opening up jobs – how many are up for grabs?

Personal stories

Changing lives – Is your business providing any educational grants to support people from lower socio-economic backgrounds?

Have you had people join your work from a war-torn country? Share their story of how they escaped death and found freedom in your workplace?

The Quirky

“Noice, unusual, different”. The quirky headlines are sure to raise eyebrows and media interest.

Do you have a unique side hobby? Are you an executive during the day and a trapeze artist by night?

Are you in a band? Do you split your time between your roles? Have you won a world record in something?

If you are in real estate, what secret gems have you uncovered?

If it’s unusual, different and likely to make viewers and readers go ‘ooo’ and ‘wow’ then bank it and share it!

If you need help finding your hook to raise your business profile, contact us here.

More from the blog

The creation of a ‘villain’ is sometimes the perfect way to create a compelling media hook. This was among the tactics discussed by Bespoken Managing Director Sarah Morgan and Media and Communications Specialist Lisa Chant when they teamed up for a presentation at the second annual Content Summit at the Brisbane Powerhouse. Their topic, ‘Finding the hook others may overlook’, was a fully subscribed session, with many attendees disappointed to miss out. In the spirit of sharing, here’s an extract from the session.
When you want to tell a powerful story that truly resonates with your target audience, numbers can speak louder than words. In an increasingly data-driven world, an ever-growing number of brands are using figures to craft compelling narratives that drive awareness and build credibility, across avenues ranging from unique media stories to tailored social media campaigns. Here are some important points to consider when creating and telling a story with data.
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The creation of a ‘villain’ is sometimes the perfect way to create a compelling media hook. This was among the tactics discussed by Bespoken Managing Director Sarah Morgan and Media and Communications Specialist Lisa Chant when they teamed up for a presentation at the second annual Content Summit at the Brisbane Powerhouse. Their topic, ‘Finding the hook others may overlook’, was a fully subscribed session, with many attendees disappointed to miss out. In the spirit of sharing, here’s an extract from the session.
When you want to tell a powerful story that truly resonates with your target audience, numbers can speak louder than words. In an increasingly data-driven world, an ever-growing number of brands are using figures to craft compelling narratives that drive awareness and build credibility, across avenues ranging from unique media stories to tailored social media campaigns. Here are some important points to consider when creating and telling a story with data.

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