Your SlideShare is downloading. ×
  • Like
Feature News Releases
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Feature News Releases


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

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

Published in Business , News & Politics
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Excellent presentation. I've taken a number of the framework graphics together with adapted to my startup
    Are you sure you want to
    Your message goes here
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Feature Press Releases Chapter 6 PR 313
  • 2. 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
  • 3. Top 10 Lists
    • Top 10 lists can be used as a way to get attention for your client
  • 4. 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
  • 5. Service Journalism Examples
    • Chicago Tribune “The Mercury Menace”
    • “Separating Myth from Reality in ID Theft”
    • “ Walk Your Way Challenge ”
    • The Seattle Times “License to Harm”
  • 6. Feature Releases
    • Different from news releases
    • More creative
    • “Soft news”
    • Less time sensitive
  • 7. 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
  • 8. Types of Features
    • Case Studies
    • Application Stories
    • Research Studies
    • Backgrounders
    • Personality Profiles
    • Historical Pieces
  • 9. 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
  • 10. 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
  • 11. Research Study
    • Surveys and polls can provide opportunities for features
  • 12. Personality Profiles
    • Profiles of executives or celebrities are popular with readers and publications
  • 13. Historical Pieces
    • Anniversaries and major changes in a company can garner media attention
  • 14. Parts of a Feature
    • Headline
    • The Lead
    • The Body
    • Summary
    • Photos and Graphics
  • 15. 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
  • 16. 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
  • 17. The Feature Lead
    • Used to attract attention
    • May be creative
      • Unusual aspect of the product or service
      • May offer a problem-solution
  • 18. 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
  • 19. Summary
    • Wrap up the press release with a concluding paragraph that summarizes the key points
  • 20. 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
  • 21. Midterm Review
    • The test will consist of written response/Writing examples
      • Open-book/notes/Internet access
      • Worth 60 points