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Feature News Releases

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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
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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

  • 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”
    • News.com “Separating Myth from Reality in ID Theft”
    • Prevention.com “ 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