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

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

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

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”

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

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

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

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

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

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

Surveys and polls can provide opportunities for features

Personality Profiles Profiles of executives or celebrities are popular with readers and publications

Profiles of executives or celebrities are popular with readers and publications

Historical Pieces Anniversaries and major changes in a company can garner media attention

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

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

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

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

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

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

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

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

The test will consist of written response/Writing examples

Open-book/notes/Internet access

Worth 60 points