Feature News Releases

Slide 1: Feature Press Releases Chapter 6 PR 313

Slide 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 

Slide 3: Top 10 Lists Top 10 lists can be used as a way to get  attention for your client

Slide 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

Slide 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” 

Slide 6: Feature Releases Different from news releases  More creative  “Soft news”  Less time sensitive 

Slide 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

Slide 8: Types of Features Case Studies  Application Stories  Research Studies  Backgrounders  Personality Profiles  Historical Pieces 

Slide 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

Slide 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

Slide 11: Research Study Surveys and polls can provide opportunities  for features

Slide 12: Personality Profiles Profiles of executives or celebrities are  popular with readers and publications

Slide 13: Historical Pieces Anniversaries and major changes in a  company can garner media attention

Slide 14: Parts of a Feature Headline  The Lead  The Body  Summary  Photos and Graphics 

Slide 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 

Slide 16: Sample Headlines Work and Money Problems Are One Big Headach  (Tylenol) New Parents Need the Scoop on Cat Litter  (Swheat Scoop Litter) Help Your Teen Put His Best Face Forward 

Slide 17: The Feature Lead Used to attract attention  May be creative  Unusual aspect of the product or service  May offer a problem-solution 

Slide 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 

Slide 19: Summary Wrap up the press release with a concluding  paragraph that summarizes the key points

Slide 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 

Slide 21: Midterm Review The test will consist of written  response/Writing examples Open-book/notes/Internet access  Worth 60 points 