Our friends at PR Dispatch share inside knowledge for founders and teams looking to earn meaningful media attention.
In PR, your hook is everything. It’s the line that makes an editor stop scrolling and start reading. Before you write your pitch email, nail your hook first. Lead with it. Build around it. Think like a journalist.
Why your hook makes all the difference
A strong hook grabs attention fast. It tells an editor, in seconds, why your story matters and where it fits. It helps the press instantly picture your product in a round-up, your founder in a feature, or perhaps a new angle they hadn’t considered.
Editors scan hundreds of emails a day. That opening line truly is the make-or-break moment. A sharp hook gets you read. A vague one gets you skimmed past.
You’ve got more hooks than you think
Many brands assume they’re low on angles or don’t have anything interesting to say. Rarely true. You just need to know where to look.
Start by scanning the press and noticing the patterns: the language journalists use, the angles they favour, the stories that get repeated. When you view your brand through a journalist’s lens, new angles start to appear everywhere: product launches, seasonal moments, founder stories, behind-the-scenes details, customer problems you solve, and more.
And don’t forget your customers. Reviews and testimonials are a goldmine. The way people talk about your product, the results, the frustrations it solved, and the occasions they use it for can reveal angles you’d never think of on your own. Their words often become stronger hooks than anything you could write from scratch.
Hook inspiration: Steal (and adapt)
Here are example hooks across different types of press to show what a strong angle looks like in practice.
Story press
- What it’s really like to run a small business during Black Friday
- 3 ways to make your home feel more joyful this winter
- How hybrid working has changed our relationship with rest
- Behind [Brand]’s Movember initiative: raising awareness and making an impact
- How to build a winter capsule wardrobe: key pieces that work all season
Round-up press
- The best wellbeing buys to help you slow down this season
- Festive flavours: must-try products for your winter menu
- The best festive nibbles to impress guests (without the stress)
- Black Friday finds that double up as perfect Christmas gifts
- Sustainable stocking fillers that feel far from last-minute
Regular shopping press
- Hosting heroes: the homeware picks to impress your guests
- Colour me happy: bright décor to lift grey days
- Cheerful cocktails perfect for sipping through the festive season
- Party ready: accessories to see you through every celebration
- Little luxuries: everyday products that feel extra special this season
Stuck for hook Ideas? Try these hacks.
Once you start spotting angles, they’ll come more naturally. But if you’re feeling stuck, these tools always help:
1. Check the trends
Scroll through trend reports like Pinterest Predicts to see what’s hot and what is likely to be gaining momentum. Their latest report highlights 21 emerging trends for 2026 across beauty, fashion, homeware, travel, and more, based on billions of searches and engagement patterns.
These are ready-made angles if you can align your brand or product naturally.
2. Calendar hook-ups
Awareness days and themed events, like National Sleep Day or Zero Waste Week, are useful if your product fits organically. And don’t forget big retail moments: Valentine’s, Mother’s Day, Back to School, Black Friday, Christmas.
Editors plan months ahead, so have your images, product details and a punchy intro prepared.
3. Ride the news wave
Newsjacking is a brilliant way to stay relevant. It’s about spotting a story in the news and quickly sharing your brand’s perspective or expertise while the conversation is still hot. Editors love it because it gives them timely, ready-to-use content.
But timing matters: join early, and only if it genuinely fits. Forced newsjacking is obvious and forgettable.
Want more hook inspiration?
We’ve created a free download with 100+ hooks across founder stories, business updates, product ideas, sustainability and more. Packed with ideas to help your pitches hit harder.
Plan ahead with the Q1 Press Forecast
Want to see what the press will actually be writing about next quarter? The PR Dispatch Q1 Press Forecast gives you themes, topics and example hooks across online, short-lead and long-lead titles—so you can pitch at the exact right moment.
Wrapping it up
Strong hooks make pitching easier and more successful. When you spot the right angle, everything shifts: your pitches get sharper, your confidence grows, and editors start paying attention.
Think like a journalist, keep scanning for stories and keep showing up with angles worth reading.