Hook
The compelling angle or news peg that makes a story newsworthy.
Definition
A hook is the attention-grabbing element that gives journalists a reason to cover a story now. It might be a timely connection to current events, surprising data, a compelling human angle, or genuine breaking news.
Every successful pitch needs a clear hook answering "Why should I write about this today?"
Why It Matters
Journalists reject hundreds of pitches daily. A strong hook cuts through the noise and creates urgency that compels coverage.
Without a hook, even legitimate news gets ignored as "not a story" or "maybe someday but not now."
Examples in Practice
A study about remote work hooks to the current debate about return-to-office mandates.
A product launch hooks to an industry trend that's currently driving major publication coverage.
A local business hooks their expansion announcement to broader economic recovery stories.