The power of a feature story

Companies and organizations can become so focused on trying to get hard news coverage that they can forget how powerful a good feature story can be. Becoming a source for a feature story can pay huge dividends.

What is a feature story? It's not fluff, although features can be light hearted. Features are often about hard news topics, but they focus on a particular aspect of the topic. 

For instance, a hard news story has to do with the lack of economic development in your downtown area. A feature might focus on one business owner's struggle to keep her store open. A hard news story is about declining test scores in your schools. A feature might be about an after school tutoring program that's having success.

Why do they work?

Features are often about hard news topics, but they focus on a 
particular aspect of the topic. 

Reporters are drawn to feature stories because they're about real people, not bland statistics. Editors and producers are looking for that something extra that separates their news coverage from the next media outlet.

So, the challenge is for you or your organization to offer feature content that a reporter would love. 

• Is one of your employees going back to college after raising a family? 
• Is someone at your firm involved in unique charitable work? 
• Is your company working on new teamwork program? 
• Do you have a new fitness center or are you subsidizing health club memberships?
• Are you partnering with a local community college? 
  

Then, reach out informally to a few reporters you think might be interested or issue a press release if it seems appropriate. Do a little brainstorming and you could be surprised at what you'll find. 

Mack Communications | @Mack_Comm