Feature

A feature story, also referred to simply as a feature, differs from a news article in tone and organizational structure. Whereas news articles are written in objective journalistic style, feature stories employ a more creative style intended to capture the interest of readers through the use of details and descriptions.

News articles are written in inverted pyramid style, with most important information first (who, what, when, where); in contrast, feature stories are written with an interest-catching beginning, a body or middle that provides background or context, and an end that makes a final point or gives perspective to the topic. In features, sometimes the most important information is saved until the end. Features are usually longer than news articles, and they are not written to “cut from the bottom” to fit the available space. Whereas news articles offer the bare facts, presented briefly, features offer more detail.

Advantages of features for public relations practitioners include their “shelf life.” Features may be written far in advance of publication and used when the topic becomes particularly timely. Feature writing can capture emotions and imaginations more effectively than can news writing. On the minus side, feature writing can be more time-consuming and creatively challenging, and sometimes finding the mass media market for features is difficult. For organizational publications, feature stories are an important communication tool.

Public relations practitioners can write features about people, organizations, programs or services within organizations, products, and issues. Organizational leaders, employees, and volunteers offer obvious subjects for feature stories. Organizational anniversaries provide a focus for feature-length organizational histories. How-to articles are another feature approach. Topics of current public interest may provide another angle for the public relations writer to address.