Chapter 7 in Public Relations Writing And Media Techniques, 6th ed. by Dennis L. Wilcox is titled, “Creating News Features and Op-Ed.”

A feature story can provide additional background information, generate human interest, and create an understanding in a more imaginative way than a basic news release. Features are considered “soft news” rather than “hard news.”

A feature story usually:

  1. provides more information to the consumer
  2. gives background and context about organizations
  3. provides a behind-the-scenes perspective
  4. gives a human dimension to situations and events
  5. generates publicity for standard products and services

There are many different types of feature stories. The most frequently used features are:

  1. case studies
  2. application story
  3. research studies
  4. backgrounds
  5. personality profiles
  6. historical pieces

A feature is formatted similarly to the news release.  The parts of a feature include:

  1. the headline
  2. the lead
  3. the body
  4. the summary
  5. photos and graphics