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Chapter 7

Posted in Reading Notes by Maggie on June 19, 2010

This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L.

Chapter 7: Creating News Features and Op-Ed

A feature story provides background information, generates human interest and creates an understanding in comparison to a news release which only discloses basic information about situation and events.

Feature stories must:

  • provide more information to the consumer
  • give background and context about organizations
  • provide behind-the-scenes perspective
  • give a dimension to situations and events
  • and generate publicity for standard products and services

There are several types of feature stories…

  • Case study- frequently used in product publicity and often tell how individual customers have benefitted from a company’s product or service.
  • Application story- similar to a case study, distinctive in that an application story focuses on how consumers can use a product or a service in new and innovative ways.
  • Research study- uses polls and surveys to provide information about a product or service to readers.
  • Backgrounder- provides some kind of history or evolvement of a product or service
  • Personality profile- used to relate with readers. These features usually “sell” the idea of a profile, make the executive available, provide background information and even arrange photo shoots
  • Historical Piece- focuses on anniversaries, major changes, centennials or other events.

Parts of a feature include the headline, the lead, the body, the summary and photos or graphics. Features can be placed in newspapers, magazines and internal publications.


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