Feature Tips: Small Business Public Relations Advice

A lot of what's on the front pages of a newspaper is information that needs to be told right away, or it will be dated and lose its relevance. Not so with a feature story.

A feature is meant to be evergreen. It can have an indefinite shelf life to enable it to be used when needed by the media, and is not reliant on when it is sent out. Features are often about how we live, love, and learn. Items on food, travel, pets, home improvement and health, for example, are among the many topics that lend themselves well to features. However, features can also be used by small businesses and entrepreneurs for business-to-business messages or when a consumer focus is not applicable. Many trade and technical magazines look for features that tell a compelling story and do not read like an advertisement. Indeed, a feature needs to emphasize information over outright promotion. You achieve your promotion by being a source of good information. Below you will find general guidelines and paragraph specific tips for writing an effective small business public relations feature story. For more detailed information download the PR Newswire Guide to Writing a Feature.

General guidelines

• Look for a feature angle that will interest readers
• Talk to the source, uncover the story
• Identify up to three types of editors you want to target
• Keep most paragraphs to under 30 words
• Make the feature useable verbatim if cut after the second paragraph
• Write in laymen's language. Avoid superlatives, jargon and excessive mentions of a brand name

Headlines
Write a two-line headline that tells the story. This will be all editors will have to go on to decide whether they will open up the story and consider it for publication or broadcast. The aim is to have copy used verbatim. If it reads like an ad, it won't get used.

First paragraph
Expand upon the same story told in the headline in 30 words or less. Keep all your paragraphs short, using simple, declarative sentences. Don't digress. If you use adjectives, make them count.

Second paragraph

• Back up your story with supporting information
• Identify who is telling the story
• Add toll free number and price in parentheses
• Add full Web site address enabling a hyperlink

Third paragraph
Use a humanizing or compelling quote from a spokesperson you want interviewed and who can lend authority to the story.

Fourth paragraph
Transition into details and explain how the product works or provide tips and small business advice targeted to your audience.

Fifth paragraph
Support the story with a third-party endorsement or a quote. Alternatively, you can provide additional details or biographical information, if necessary.

Sixth paragraph
Provide context to your story by including the fact or statistic that demonstrates the importance of the story.

Last paragraph
Tell them how to get what you're selling. Repeat purchase information such as toll-free number or Web address.

Editors note
Interviews, photos, video, b-roll product demo materials available.

For more advice and hot topics in public relations for small business, subscribe to our PR 101 eNewsletter!