Definition: All good stories need a hook, i.e. something that draws the reader in. In jourmalism your hook is what makes the story relevant right now. Before you write any story, you need a hook.
If you're writing a story on dating you need to ask yourself why it's relevant now. What's your hook? Has dating changed? If so, how? To an extent your hook answers the "why" of the 5W's in journalism; your hook tells a reader why they're reading your story right now.
For more on hooks, check out this article on how to craft a news story.
Examples: Joe's editor said his story lacked a strong hook.