Feature Stories Rebecca L. Cooney, MS Clinical Associate Professor Washington State University
A feature takes an in-depth look at what s going on behind the news. It gets into the lives of people. It tries to explain why and how a trend developed. -author unknown
Think of the feature as the journalistic equivalent of an essay. 1. Start with a premise or theme 2. Present information and opinions that back your point 3. Bring the reader to a conclusion
1. Feature story 2. Case study Types of Features 3. Survey or research study 4. Backgrounder 5. Personality profile 6. Historical piece SOURCE: Wilcox & Reber, Revel Public Relations Writing and Media Techniques (8e) Ch 7 Creating Feature Content and Op-Eds
Value of Features Feature Story Op-Eds Objectives Brand Storytelling Content Marketing Provides additional background information Generates human interest Creative Entertaining Imaginative Appears on editorial page Viewpoint of an individual Deals mostly with controversies and issues More information to customers Background information Behind-the-scene perspective Human dimension to situation and events Generate publicity Creates emotional connection Capture audience Unique presentation of information Strategic marketing approach Creates and distributes valuable and relevant content To attract and acquire a clearly defined audience SOURCE: Wilcox & Reber, Revel Public Relations Writing and Media Techniques (8e) Ch 7 Creating Feature Content and Op-Eds
Anatomy of a Feature SOURCE: Wilcox & Reber, Revel Public Relations Writing and Media Techniques (8e) Ch 7 Creating Feature Content and Op-Eds Headline: One that generates curiosity, gives the crux of the story, or promise a reward for consumers The lead: Should be creative, brief and concise, less than 30 words, include anecdotes Basic facts in a nutshell Readers get key information Attracts attention Focus on the most unusual part of the story Jordan Frost was a sophomore at Kent-Meridian High School when a teacher, Andrea McCormick, handed him a packet of materials to run for student body president. She already had filled them out. You just need to sign your name, she said. Photos and Graphics Photos give more appeal to the story and make it more engaging Infographics are attractive and create intrigue Simple tables and charts add credibility Body paragraphs Direct quotes Concrete examples Statistics and survey findings Descriptive words Conversational and entertaining narration
Interviews: Preparation Tell a good story Write down questions you want to ask before you do the interview Think narration or storytelling Establish setting, create visual imagery in the reader s mind When interviewing include details about the environment like dress, mood, expressions Help the reader see, hear, smell, and feel the story Photo: Pexels Sourced from story How to write a personality profile formerly published on Suite101.com no longer in publication.
Distributing Features: 3 Main Approaches 1. Write the feature and distribute it as the same way as a news release (e.g. online newsroom, news service, blog post) 2. Give the journalist a story 3. Provide information of a feature story to a feature service SOURCE: Wilcox & Reber, Revel Public Relations Writing and Media Techniques (8e) Ch 7 Creating Feature Content and Op-Eds
Placement of Features Earned Owned Paid Selectors o Journalists and editors o Broadcast stations o Online news sites Qualities o Selected on its merits o Considered more credible o Considered more authentic Types o Magazines o Intranet o Website o E-newsletter Brand journalism o Framing of brand or product in a journalistic context o Report news o Trends o To attract readership o To build employee loyalty Native advertising o Paid content o Sponsored content o Feature story written in journalistic format Paid co-creation o Forms partnership o Provides funding for research o Stories about particular topic SOURCE: Wilcox & Reber, Revel Public Relations Writing and Media Techniques (8e) Ch 7 Creating Feature Content and Op-Eds