feature news releases
DESCRIPTION
This lecture focuses on the creation of feature press releases in public relations.TRANSCRIPT
Feature Press Releases
Chapter 6
PR 313
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
Top 10 Lists
Top 10 lists can be used as a way to get attention for your client
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
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”
Feature Releases
Different from news releases More creative “Soft news” Less time sensitive
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
Types of Features
Case Studies Application Stories Research Studies Backgrounders Personality Profiles Historical Pieces
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
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
Research Study
Surveys and polls can provide opportunities for features
Personality Profiles
Profiles of executives or celebrities are popular with readers and publications
Historical Pieces
Anniversaries and major changes in a company can garner media attention
Parts of a Feature
Headline The Lead The Body Summary Photos and Graphics
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
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
The Feature Lead
Used to attract attention May be creative
Unusual aspect of the product or service May offer a problem-solution
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
Summary
Wrap up the press release with a concluding paragraph that summarizes the key points
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
Midterm Review
The test will consist of written response/Writing examples Open-book/notes/Internet access Worth 60 points