5 Ways to Find the Hook for Your Next Big Story
We’ve seen this happen countless times: brands pour their heart and soul into a campaign, only to watch it fall flat. The culprit? A weak or nonexistent hook.
Storytelling is at the heart of PR, but even the best campaigns can falter if they’re struggling to catch their audience’s attention.
To reach your audience in today's content-rich environment, your story needs a hook that grabs them, sparks their curiosity, and keeps them engaged.
Are you curious as to how you can cut through the noise and make your message heard? We’re sharing five powerful tips to help you find the perfect hook for your next big story.
Lead with Emotion
People don’t remember facts, they remember how something made them feel. Emotion-driven stories create strong connections and are way more likely to be shared.
Think about the deeper human angle behind your story. Is it inspiring? Does it tap into nostalgia? Does it highlight a challenge people can relate to? Using language that evokes emotion helps to paint a picture with your words instead of just stating the facts.
A great example of this is Airbnb’s “Made Possible by Hosts” campaign. Instead of just promoting vacation rentals, they highlighted real travelers and the hosts who made their experiences special. It wasn’t about booking a place to stay; it was about the personal, human connections that make travel meaningful. That emotional pull made the campaign far more engaging than a simple ad centered around accommodations.
Implement the Element of Surprise
People are drawn to things that challenge what they think they know. If you can introduce an unexpected element, you’ve got a built-in hook. Maybe it’s a surprising statistic no one is talking about or a completely different way of looking at a familiar topic.
Think about a headline like “Why Press Releases Are Dead (and What to Do Instead).” That immediately makes people stop and rethink what they know about PR. It goes against conventional wisdom, which naturally piques curiosity. If your story can make someone pause and say, “Wait, what?” - you’ve got something worth running with.
Connect With Your Audience
At the end of the day, people connect with people, not just brands. If your story has a strong personal element about a founder, a customer, or an employee, it immediately becomes more relatable.
Instead of just talking about your brand’s impact, highlight an individual’s experience. A great example is Dove’s Real Beauty campaign. Rather than just selling skincare products, they told the stories of real women and their struggles with self-image, making their message feel more authentic and powerful.
Leverage Timely Opportunities
If your story connects to something that’s already trending, it has built-in relevance. Whether it’s a cultural moment, a social movement, or an industry trend, tying your story to something people are already talking about makes it much easier to grab their attention.
A great example? The rise of “quiet luxury” in fashion after the TV show Succession made it a buzzword. The brands that jumped on that trend early didn’t just promote their products, but they became part of a larger conversation that was already happening. That’s the power of timing.
Create a Sense of Urgency. Why Now?
If your story could be told at any time, it’s less compelling. A good hook makes people feel like they need to pay attention right now or they’ll miss out. The easiest way to do this? Use new data, a major event, or a shift happening in PR.
For example, a PR firm pitching a story about AI in PR could frame it as 'The AI Skills PR Pros Can't Afford to Ignore.' This taps into the fear of missing out (FOMO) and makes the topic feel essential.
A great hook is what makes the difference between a story that gets ignored and one that grabs attention. The best ones tap into emotion, surprise, personal connection, trends, and urgency.
Next time you’re crafting a PR story, ask yourself: Why should people care? Why now?
Finding the right hook isn’t always obvious. It takes trial and error, creativity, and a deep understanding of your audience. Keep testing different angles, refining your messaging, and paying attention to what sparks interest. The more you experiment, the easier it becomes to recognize a hook that truly sticks.