Feature News Releases


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

Published in: Business, News & Politics
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  • Excellent presentation. I've taken a number of the framework graphics together with adapted to my startup
    http://winkhealth.com http://financewink.com
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Feature News Releases

  1. 1. Feature Press Releases
  2. 2. Overview • The type of press release that you create depends on the situation and needs of your client. • In most situations, the lede of your press release will be driven by the potential news value of the announcement.
  3. 3. Feature News Releases • However, there are some scenarios where you might try a "feature" approach to your press release. • This is appropriate for "soft news" and situations where the "news value" is not immediately apparent.
  4. 4. Feature Releases • Different from news releases • More creative • “Soft news” • Less time sensitive
  5. 5. 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
  6. 6. Parts of a Feature • Headline • The Lede • The Body • Summary • Photos and Graphics
  7. 7. 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
  8. 8. Sample Feature Lede 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 (Oxy Clear)
  9. 9. The Feature Lede • Used to attract attention • May be creative – Unusual aspect of the product or service – May offer a problem-solution
  10. 10. 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
  11. 11. Summary • Wrap up the press release with a concluding paragraph that summarizes the key points
  12. 12. Feature Release Possibilities • You can generate news coverage with more than a traditional news release! • Use “feature”-like press materials, such as: – Tip Sheets – Top 10 Lists – Case Studies & Customer Stories – Personality Profiles – Historical Pieces – Research Studies
  13. 13. 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
  14. 14. Top 10 Lists • Top 10 lists can be used as a way to get attention for your client • Examples: – Top 10 Ways to Share a Coke – Top 10 Holiday Gift Ideas
  15. 15. 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
  16. 16. Customer Stories • 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
  17. 17. Personality Profiles • Profiles of executives or celebrities are popular with readers and publications – Is there a charismatic leader in your organization that might generate media interest? – Is there a “human interest” story to highlight to the media?
  18. 18. Historical Pieces • Anniversaries and major changes in a company can garner media attention – Example: • Disneyland’s “Diamond” Celebration • Coke’s 125th Anniversary
  19. 19. Research Study • Surveys and polls can provide opportunities for features • Highlight research that puts your product/service in a positive light