Press Release Glossary Terms: The Hook

The hook of a press release is the section that hooks the reader and compels them to continue reading the release through to the end. As the hook needs to drive a reader from the very beginning through to the communication section of the press release it obviously needs to very appealing and draw the reader in, intrigue them so that they have to read the rest of the press release in a bid to gain all the information they possibly can.

While it can be argued that every aspect of a press release needs to hook the reader, it is most common to include this level of appeal within the title in order to generate interest in the PR itself as well as in the subheader and the opening paragraph. The structure of a press, whether it is an online or paper based press release, is such that each stage of the article needs to be an elaboration of the last.

The hook is one of the most difficult aspects to writing online press releases and even the most appealing press release content can fall flat on its face if the hook doesn't completely and utterly take the attention of the reader through the entire piece. It is so important because a press release cannot rely on any marketing speak and has to instead deliver a message and then offer contact details at the end. If a reader fails to make it toe the end then the author gains no benefit from the release.