I touched on this at the beginning, but it's worth exploring: your email to news outlets should usually contain an image with the text. Your email pitch is more likely to get eyes on it, and your story is significantly more likely to get picked up, if you take time to add imagery to your hook.
Just be sure to make the connection obvious between the imagery and the text. Eye-catching imagery is great, so long as it has a clear purpose in telling your story and is connected to your story. Sometimes I simply include a photo of an author. Other times, I will add in video of my author's previous media spots, a picture of their book cover, or a photo of them with somebody of influence. Occasionally I'll include a funny meme, but it has to be relevant to the pitch.