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Feature
Press Releases
Presented by
Brett Atwood
Tip Sheets
• A tip sheet can be used to communicate
simple tips and hints to the media and public
• Ideally, these form th...
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 ...
Service Journalism Examples
• Chicago Tribune “The Mercury Menace”
• News.com
“Separating Myth from Reality in ID Theft”
•...
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...
Types of Features
• Case Studies
• Application Stories
• Research Studies
• Backgrounders
• Personality Profiles
• Histori...
Case Studies
• Shows how the client’s product or service was
used successfully
• Goal is to influence perception of client...
Application Story
• Tells how to use a new product
• Tells how to find a new use for an existing
product
• Details the app...
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 information...
Sample Headlines
• Work and Money Problems Are One Big
Headache (Tylenol)
• New Parents Need the Scoop on Cat Litter
(Swhe...
The Feature Lead
• Used to attract attention
• May be creative
– Unusual aspect of the product or service
– May offer a pr...
Body of the Feature
• May be different than the inverted pyramid
structure
• Can be longer than a traditional news release...
Summary
• Wrap up the press release with a concluding
paragraph that summarizes the key points
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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
    Sharika
    http://winkhealth.com http://financewink.com
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Transcript of "Feature News Releases"

  1. 1. Feature Press Releases Presented by Brett Atwood
  2. 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. 3. Top 10 Lists • Top 10 lists can be used as a way to get attention for your client
  4. 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. 5. Service Journalism Examples • Chicago Tribune “The Mercury Menace” • News.com “Separating Myth from Reality in ID Theft” • The Seattle Times “License to Harm”
  6. 6. Feature Releases • Different from news releases • More creative • “Soft news” • Less time sensitive
  7. 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. 8. Types of Features • Case Studies • Application Stories • Research Studies • Backgrounders • Personality Profiles • Historical Pieces
  9. 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. 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. 11. Research Study • Surveys and polls can provide opportunities for features
  12. 12. Personality Profiles • Profiles of executives or celebrities are popular with readers and publications
  13. 13. Historical Pieces • Anniversaries and major changes in a company can garner media attention
  14. 14. Parts of a Feature • Headline • The Lead • The Body • Summary • Photos and Graphics
  15. 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. 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. 17. The Feature Lead • Used to attract attention • May be creative – Unusual aspect of the product or service – May offer a problem-solution
  18. 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. 19. Summary • Wrap up the press release with a concluding paragraph that summarizes the key points
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