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Wintere 370 Feature Op Ed
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- 3. Basics • Provide additionalbackground • Generate human interest • Create understanding in an imaginative way • Considered “soft” news, not as time sensitive • They provide more information, a behind-the- scenes perspective, and generate publicity • Visuals usually accompany feature releases
- 4. Let’s Plan Features •You can pitch features differently. – Distribute a general feature to several media outlets – Write an exclusive feature – Pitch the idea and help a journalist write it – Post the feature on your Web site
- 5. Seven Types ofFeatures • Case study – Third-party party endorsement – Think bloggers • Application story – How to use a product or service in a new, innovative way • Research study – Surveys or polls that examine things such as lifestyles • Backgrounder – Where is there a problem, and how can your product or service solve it?
- 6. Seven Types ofFeatures • Personality profile • Historical piece • Milestones allow reflection on an organization’s history
- 7. Writing a Feature •Headline – Still thinks about keywords • Lead – You don’t need a summary lead, but think about keywords. – Feature leads pique readers’ interest • Body – Features are longer than straight news releases – They’re meant to be read from beginning to end – They include quotes, illustrations, stats, description • Summary – Call back to the beginning.
- 8. Let’s write afeature lead and headline • The GlousterLivestock Show and Rodeo, a tradition for 75 years, will begin on March 5 and run through March 12.
- 9. Let’s write afeature lead and headline • The Florida Grapefruit Growers Association has announced that this year’s crop is larger than last year’s, and greater availability will mean lower prices for the consumer.
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- 11. SIX DIFFERENCES WITHAN OP ED • Allow PR to reach opinion leaders • Op-ed authors are perceived asthoughts experts • Op-eds are exclusives OP-eds are controlled media. This is rare in media relations and publicity
- 12. SIX DIFFERENCES WITHAN OP ED • These can talk about policy. • These can promote events more blatantly. • You’re worried the reporter will screw the story up. OP-eds are controlled media. This is rare in media relations and publicity
- 13. OP ED FORMAT •750 words max for an op ed. • You need to have one main idea. – Hit it early, and don’t veer off course. • Short powerful sentences. • You need facts to verify your claims.
- 14. OP ED FORMAT •Don’t say, “I think.” State it. – I thinks this is a bad idea. – This is a bad idea. • Don’t send out op eds in bulk. • Do call an editor to see if a paper takes them.
- 15. LETTER TO THEEDITOR DIFFERENCES • They are shorter (200-500 words) • You react to news and should state what sparked the letter. • State the theme of your letter after saying why you are writing • A letter to the editor is a counter punch. An Op ed can be an attacking punch.
- 16. OP ED A GOOD WAY TO FORMAT What is the problem? What is your opinion on the problem? What is your supporting information? What is the solution? Why should the reader care?
- 17. LET’S WRITE ANOP ED
- 18. OD ED ROOM TO BE BETTER • Hit harder. • Short, choppy sentences. – This is wrong. – We can do better. • A letter to the editor should be a slap in the face and call to action.
- 19. OP ED ROOM TO BE BETTER • In terms of subject matter, think beyond your organization. – We are worried about rising energy and food prices. – Buying local saves money. – It protects jobs. – Our client helps in both areas. • You can’t do this if you don’t follow current events.
- 20. LET’S TALK MEDIAADVISORIES
- 21. Let’s Talk MediaAdvisories. • They tell assignment editors about upcoming news events,opportunities or local angles • When you can’t send a personalized pitch letter, you send these instead. • When you host a press conference or event, you send these. • When or have special availability, you send these.
- 22. Formatting • These areone page – These are almost always for immediate release. – Contact Information – Headline – Brief paragraph with who, what, where, when – Logistics • Where can I park? • Where do I go when I get there?
- 23. In Class Assignment •Identify two examples of an op ed you like. • Identify two examples of feature writing you like. • Email me a short memo explaining why you picked the articles you picked.