FEATURE STORIESPR Writing

What are Features?• Features are “soft” news• Provide additional background information• Generate human interest• Create understanding• Generate publicity• Service journalism• What’s in it for me?

Planning a Feature• How does something lend itself to feature treatment?• Is the information interesting?• Does the feature help achieve organizational objectives?

Planning a Feature• Ways to Proceed:• Write and distribute• Exclusive feature for specific publication• Pitch idea to journalist• Post to website or blog

Types of Features• Case study• Product publicity

• Application story• New and innovative ways to use products

• Surveys and research studies• Provide opportunities for features

• Backgrounder• Problem-solving emphasis or product/technology evolution

• Personality profile• Humanize celebrities, provide background on CEO

• Historical Piece• Highlight milestones, convey merit

Parts of a Feature• Summary of the article• Informational, raise curiosity• 20 words or less

Headline

• Attract attention and get reader interested to read entire article• No more than 30 wordsLead

• Does not follow inverted pyramid, yet still concise• Includes direct quotes, concrete examples, visuals, vivid descriptionsBody

• Core message to leave with reader• Provide sources for more informationSummary

• Give appeal• Infographics• Multimedia approach

Photos / Graphics

Placement Opportunities• Newspaper• Special sections of daily newspapers

• General magazines• “Popular” magazines such as, Glamour, Cosmopolitan, Travel &

Leisure and People• Specialty/trade magazines• Particular interest and hobby groups• Specific trade, industry or business

Writing an Op-Ed• Present a variety of views on current events• Reach opinion leaders or “influentials”• Short and to the point, about 400-750 words• Research publication• Audience and geographic reach• Specific publication’s op-ed format

Letters to the Editor• Focus on rebutting editorial, clarifying information, or adding

information• Limit to 200 words or less• Be temperate and factual• Put subject in opening graph, theme in second graph• Provide supporting evidence in body• Include contact information in closing

Tips for Writing Features• Limit to 500 words or less• Use facts and statistics when appropriate• Use appropriate quotes• Consider your audience • Who are the readers of the magazine /site you are pitching too? • What are their interests?• What are their specific information needs?• What are they reading in the publication?

• Consider the medium the feature will appear on

EXAMPLES

http://abcnews.go.com/Health/texas-girl-12-hungry-gastric-bypass/story?id=22992991

http://www.diylife.com/2011/08/12/magic-erasers/

http://www.exxonmobilperspectives.com/2014/01/28/new-study-fracking-saves-water/