Welcome to Hook Daily, Press Hook's daily article selection that those in the industry need to read. Whether it's insight from journalists or publicists, trends that should be on your radar, or ways to change up your work habits, we've scoured the internet to find the news you can use.

Today's pick: "Why research is PR’s secret sauce" from PR Daily

For PR and media relations, like for journalism itself, research and preparation are absolutely critical. Though it might be obvious why a journalist would need to do research, if you're not sure why it's so vital for PR pros, you definitely need to read today's article.

There are so many benefits to research in the PR world. From strengthening a pitch to boost the likelihood it'll lead to coverage to showing why something can or should be news when it doesn't seem like it is, here's how doing a little extra research can be a complete and utter game-changer.