Creating News Features and Op-Ed

1. Creating News Features and Op-Ed Chapter 7

2. Value of News Features • Regular news releases usually emphasize the timely disclosure of basic information about situations and events • In contrast, features stories can provide additional background information, generate human interest, and create understanding in a more imaginative way

3. New President Example • A new company president is appointed • The news release would give the basic information in a few paragraphs—name, brief summary of professional career– all pretty dry stuff • A feature could give the new president more of a human dimension • Could focus on management philosophy, college experiences, hobbies, interests, and vision of the future • Such an article could run 1,500 words instead of 250

4. “Soft” Versus “Hard” News • Features are considered “’soft” rather than “hard” news • Less time-sensitive • They entertain, provide background, and give consumer tips • They often show up in specialty sections of the daily newspaper—entertainment, food, business, real estate, automotive, technology • And most come from public relations sources

5. Service Journalism • This is the concept of publishing or broadcasting consumer tips and “news you can use” • Key components are demonstrating to readers/viewers how they can save time, make more money, save money, or get something for free • In other words stress “What’s in it for me?” • If public relations professionals keep this axiom in mind, the print media will be more than happy to use their material

6. Planning a News Feature • Creative thinking is needed • Conceptualize how something lends itself to feature treatment • Determine if the information would be interesting to and useful for a particular audience • You must, at the same time, be sure that the feature helps achieve organizational objectives • Does it position the organization in a favorable light? • Does it encourage the use of a particular product or service?

7. Ways to Proceed • Most common approach—write a general feature and distribute it to a variety of publications in similar way news releases are sent and posted on an organization’s website • Have a feature service distribute it for you as text or “camera-ready” that includes headlines, photos, and stories prepared for newspaper columns/pages (see example p. 165)

8. More Ways to Proceed • Write an exclusive feature for a specific publication– need to target a publication that reaches your selected audience • Familiarize yourself with such a publication, then phone the editor, outline the subject in about 60 seconds, and ask if she/he would be interested • Or send a letter that explains the idea in a way that would interest the editor

9. Submit a Proposal • From your “query” call or note, the editor may ask you to submit a proposal • This would include such points as: • Tentative title of the article • Subject and theme • Significance—why important/significant? • Major points • Description of photos and graphics available

10. Other Approaches • Don’t write the feature yourself but instead give the story idea to a journalist • Make a pitch in hopes a journalist will develop the story, with your help • Advantage this way is that publication’s staff invests time and money in the story and will be more likely to public it • Disadvantage is that you lose content control • A final approach is to simply post the feature on your organization’s website for possible downloading by journalists and consumers • HP 2009 Feature Stories: Current feature stories

11. Types of Features • Case Study/Application Story- product publicity; how consumers/businesses benefit by using product(s) • Research Study- surveys, polls, studies • Backgrounder- different types such as focusing on a problem and how it was solved by an organization or a product • Personality Profile- highlight “movers and shakers” or unique, interesting employees • Historical Piece- anniversaries, major changes, milestones and other events lend themselves to these. Stressing organization’s history can lend it an air of stability and permanence

12. Parts of a Feature • Headline- informational or play on words • The Lead- try to intrigue, appeal to curiosity. The lead is a promise; it tells people that they will learn something that will be beneficial to them • The Body- don’t have to stick with inverted pyramid formula—have direct quotes from people, concrete examples/illustrations, statistics and research findings, descriptive words that paint mental pictures, information presented in an entertaining way • The Summary- end with core message that the writer wants to leave with the reader • Photos and Graphics- these visuals give more appeal; “infographics”- computer-generated artwork that attractively displays simple tables and charts

13. Placement Opportunities • Boundless– In its database, Bacon’s Media Directory has more than 100,000 media outlets and 900,000 editors, broadcasters, freelance writers, syndicated columnists and bloggers • Your challenge is to figure out what kind of publication would be most interested in your feature story • Print media– newspapers, general magazines, specialty/trade magazines, internal publications

14. Writing an Op-Ed • The term “op-ed” means “opposite the editorial page” and started with the New York Times in 1970 • The purpose is present a variety of views on current news events, government policies, pending legislation, and social issues

15. PR Perspective with Op-Eds • They provide an excellent opportunity for individuals and organizations to reach an audience of readers, an audience that tends to be opinion leaders and “influentials” • One way for an organization executive to become a spokesperson or “thought leader” for a particular industry cause is write and place multiple op-ed pieces

16. Competitive Placements • Most prestigious op-ed pages are those in The New York Times, The Wall Street Journal, The Washington Post, and the Financial Times • They regularly carry op-eds written by former U.S. presidents, senators, ambassadors, CEOs of major corps. • WSJ receives 500-700 op-ed articles a month and has the space for only a few

17. Media Seek Fresh Insights • While your PR employer or client may not be as prominent, editorial page editors are always looking for fresh insights from anyone who has expertise or a new perspective on a topic of current public concern • Write op-eds that have a current news angle to increase acceptance chances

18. Op-Ed Format • By definition op-eds are short and to the point • They normally run 400-750 words which are two-to-three typed double-spaced pages • Start with a catchy lead sentence or paragraph • Second graf should explain further what you said in the lead or first paragraph • Make your point in the third graf • Use the next several grafs to support your point- logically and with verifiable stats and quotes from experts • Wrap it all up with a concluding graf that clearly ties back to the key point(s) made earlier • See “Writing the ‘Perfect’ Op-Ed” on p. 183

19. Letters to the Editor • Considered the next best thing to op-eds • Generally they are used to challenge a previous editorial or news story, to add information not included in a previous story, or to applaud or criticize someone or some organization • Keep them short, a letter with 200 words or fewer has a better use chance