A story with a powerful hook

When you give an interview to the media, you can get powerful results by using a key statistic as a 'hook'. Journalists are trained to look for these as they can make stories more engaging and give them a sense of urgency. There's a great example today in the story from Police Scotland about how easy it is for online paedophiles to make contact with childen 'within 30 seconds' of trying. The use of that tangible number stops the audience in its tracks, gives the whole story a new dimension that we haven't heard before and is being used in headlines across the board. Here's Comsteria's founder and media trainer Colin Kelly to explain more and highlighting what you can learn from this.