I Heard It From The PR Girl

Chapter 7: Creating News Features and Op-Ed

Posted in Reading Notes by laurynwilliams on March 7, 2010

Contrasting news release writing and feature writing:

News release writing requires left-brain skills emphasizing the logical, analytical, and sequential development of ideas. Feature writing requires right-brain skills (image-making, intuition, and creativity). Feature leads differ from news leads in that news stories usually have summary leads and feature leads entice the reader to finish the article.

Feature stories have the potential to provide more information to the consumer, give background and context about organizations, provide a behind-the-scenes perspective, give a human dimension to situations and events, and generate publicity for standard products and services.

Keep in mind 3 things when coming up with a news feature:  conceptualize how something lends itself to feature treatment, determine if th information would be interesting to and useful for your audience, and be sure that it helps achieve organisational objectives.

Types of Features:

  1. case studies
  2. application stories
  3. research studies
  4. backgrounders
  5. personality profiles
  6. historical pieces

Historical features have found popularity with the general public. Some appropriate topics include significant milestones, a new CEO, and the one-millionth item produced or sold by the company.

Case studies often tell how individual customers have benefited from a company’s service or how an organization improved efficiency or profits through use of the company’s product.

Parts of a Feature:

  1. Headline
  2. Lead
  3. Body
  4. Summary (the most important part of the feature)
  5. Photos and Graphics


All material here is quoted or paraphrased from Public Relations Writing and Media Techniques (6th Ed.)


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