A press hook is used for a journalist to decide if they want to read the press kit / explore further if they should do a story. You will say or email this to a journalist to get them Intrigued.
Criteria
It should be:
Short
It should fit on one iphone screen.
Relevant to the Journalist’s interest
Read up on what the journalist has written about in the past. Determine what types of stories they like or tend to write, and cater it to that.
Be Compelling
Most journalists like stories. Stories need protagonists / characters, conflict, resolution, and usually some greater ideal driving the action.
Ingredients
One approach to drafting a hook is to draft these three attributes:
HEADLINE
The headline is a one liner. It might include the WHO and WHAT of the story. You may want this to include “buzzwords” that could drive big traffic or that are hot topics of the day.
FACTS & FIGURES
List out the top 3 most compelling facts and figures relevant to the story. This may include your differentiation.
MAKE ME CARE or SO WHAT?
This is often the most critical step. What is the greater story here? If there is a deeper problem you are solving, get to the heart of that. How large is that problem? Quantify it. (e.g. a $50 Billion problem. Or 100 million people affected. Phrase it in whatever way sounds biggest).
Order and Construction
Now decide the order of the above. In general, the Make Me Care / So What should be First or maybe Second. Start with whatever is the most compelling.
You will then use this in draft emails to your journalists and pitching them when you see them.