feature news releases

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Feature Press Releases Chapter 6 PR 313

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This lecture focuses on the creation of feature press releases in public relations.

TRANSCRIPT

Page 1: Feature News Releases

Feature Press Releases

Chapter 6

PR 313

Page 2: Feature News Releases

Tip Sheets

A tip sheet can be used to communicate simple tips and hints to the media and public

Ideally, these form the basis of a story “How-to” guides Helpful hint features

Page 3: Feature News Releases

Top 10 Lists

Top 10 lists can be used as a way to get attention for your client

Page 4: Feature News Releases

Service Journalism

A type of journalism that serves as “useful” to readers “News you can use” You can pitch editors ideas and tips that they can

pass on to the reader

Page 5: Feature News Releases

Service Journalism Examples

Chicago Tribune “The Mercury Menace” News.com “Separating Myth from Reality in

ID Theft” Prevention.com “Walk Your Way Challenge” The Seattle Times “License to Harm”

Page 6: Feature News Releases

Feature Releases

Different from news releases More creative “Soft news” Less time sensitive

Page 7: Feature News Releases

Feature Releases

Provides more info to consumer Spotlights something “useful” to consumer Gives background on client Humanizes a situation or event Generates publicity for something that might

not be considered “newsworthy” by traditional standards

Page 8: Feature News Releases

Types of Features

Case Studies Application Stories Research Studies Backgrounders Personality Profiles Historical Pieces

Page 9: Feature News Releases

Case Studies

Shows how the client’s product or service was used successfully

Goal is to influence perception of client as having a positive impact

Page 10: Feature News Releases

Application Story

Tells how to use a new product Tells how to find a new use for an existing

product Details the application of the product in a

successful way Outlines how a customer uses a product or

service to do something faster, better or cheaper

Page 11: Feature News Releases

Research Study

Surveys and polls can provide opportunities for features

Page 12: Feature News Releases

Personality Profiles

Profiles of executives or celebrities are popular with readers and publications

Page 13: Feature News Releases

Historical Pieces

Anniversaries and major changes in a company can garner media attention

Page 14: Feature News Releases

Parts of a Feature

Headline The Lead The Body Summary Photos and Graphics

Page 15: Feature News Releases

Headline

20 words or less Use the name of the client in the headline, if

the client is well-known Can be informational Can be playful, if appropriate

Page 16: Feature News Releases

Sample Headlines

Work and Money Problems Are One Big Headache (Tylenol)

New Parents Need the Scoop on Cat Litter (Swheat Scoop Litter)

Help Your Teen Put His Best Face Forward

Page 17: Feature News Releases

The Feature Lead

Used to attract attention May be creative

Unusual aspect of the product or service May offer a problem-solution

Page 18: Feature News Releases

Body of the Feature

May be different than the inverted pyramid structure

Can be longer than a traditional news release Strong emphasis on quotes Includes descriptive words and examples May contain an entertaining narrative

Page 19: Feature News Releases

Summary

Wrap up the press release with a concluding paragraph that summarizes the key points

Page 20: Feature News Releases

Midterm Review

Covers: Ch. 1 – Preparing for Writing Ch. 2 – Persuasive Writing Ch. 3 – Legal and Ethical Guidelines Ch. 4 – Finding and Generating News Ch. 5 – News Releases and Fact Sheets Ch. 6 – News Features Ch. 11 – Working with the Media Ch. 18 – Program Planning

Page 21: Feature News Releases

Midterm Review

The test will consist of written response/Writing examples Open-book/notes/Internet access Worth 60 points