Journalists don’t need more pitches. They need better ones.

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Inbox fatigue is real, and cookie-cutter PR pitches are the fastest way to get ignored. If your pitch could be sent to 50 other journalists with the name swapped out, it’s already dead on arrival.

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The difference between a pitch that gets opened and one that gets deleted comes down to one thing: the hook.

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What Is a PR Hook?

A PR hook is the specific, timely angle that makes your story relevant right now to a journalist’s audience. It’s not your product. It’s not your announcement. It’s the reason your story matters today.

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Why Generic Pitches Fail

Most pitches fail because they focus on the brand instead of the story. Journalists don’t exist to promote companies — they exist to inform audiences.

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If your pitch starts with:

• “We’re excited to announce…”
• “Our company is disrupting…”
• “We’d love to be featured…”

You’ve already lost them.

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What a Killer Hook Actually Looks Like

A strong hook:

• Taps into a current trend or tension
• Offers insight, not promotion
• Makes the journalist look smart for covering it

Think: Why would their readers care? Not why are you proud of this?

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How to Build a Hook Journalists Want

Before pitching, ask:

• What conversation is already happening?
• Where does our insight add clarity or contrast?
• Why now?

This is the difference between noise and relevance.

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The Pitching Reality Check

• Personalization beats automation
• Insight beats announcements
• Relevance beats reach
• Hooks open doors, brands don’t

If your pitches aren’t getting responses, the problem isn’t the journalist. It’s the hook.

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