4 Email Hooks That Make Journalists Want to Cover Your Story

Introduction

Back to school… and back to newsrooms! Editors are resuming their pace, and so are PR professionals and communicators. You probably have several stories to highlight, but a simple press release is no longer enough.

The key? Capture attention from the very first lines, starting with a compelling email hook.

At Clipse Africa, we share 4 concrete examples of simple, direct phrasing adapted to the realities of African media — whether you are targeting general or specialized outlets.

Case 1 – A niche topic in a mainstream media? Provide context

If you target a general media outlet with a specialized topic, give it a global or societal angle. Show how your story fits into a broader theme that resonates with a wide audience.

Example hook:

Hello [Name],
As you may know, the Fintech world is buzzing with the “10 Fintechs to Change the World” competition. I noticed you haven’t covered it yet. I would like to offer an interview with an industry expert to discuss how Fintech can tangibly improve consumers’ daily lives.

Case 2 – A non-priority topic? Go light and trendy

If your story isn’t tied to breaking news, take a feel-good, original, or lifestyle angle. Perfect for “consumer” or “trends” sections alongside hard news.

Example hook:

Hello [Name],
The news cycle is dominated by heavy topics, but your readers probably appreciate lighter content this summer. I wanted to introduce you to [Company Name], an innovative and quirky startup recently recognized in the “10 Fintechs to Change the World” competition.

Case 3 – The journalist has already covered your topic? Offer a new angle

If a specialized media outlet has already covered your topic, take advantage of it! Show that you read their article and propose a follow-up or complementary story.

Example hook:

Hello [Name],
I enjoyed your article on the “10 Fintechs to Change the World” competition. As a complement, I would like to propose a follow-up focusing on the economic impact of this type of event. The CEO of [Startup Name], one of the winners, would be happy to share concrete results on their company’s growth.

Case 4 – The journalist will likely cover the topic? Anticipate

When you know a specialized outlet will cover a story (competition, report, product launch…), reach out beforehand. Offer an expert or winner for an interview to be included in the upcoming article.

Example hook:

Hello [Name],
The results of the “10 Fintechs to Change the World” competition will be published in a few days. Given your expertise on the subject, I wanted to reach out in advance. Mr. [Name], CEO of a winning company, would be delighted to comment on the results and share his vision of innovation in Fintech.

Conclusion

A strong email hook is half the battle to capture a journalist’s attention. Personalize, contextualize, and provide value from the very first line.

Not sure who to contact? Clipse Africa offers a complete, targeted database of African journalists to maximize the impact of your PR campaigns.