Better Feature Writing

Course review:

A practical one-day course geared to producing features that promote the organisation and its aims - while still providing editors and their readers with interesting, entertaining and informative material. Features are an essential part of the PR toolkit and a skill you can’t afford to be without. Whether you are writing features aimed at specific publications, or giving a features slant to a press release, this is an essential course that has been much acclaimed by previous participants. Delegates will learn how to recognise a good story, how to develop new angles and plan the research, and how to target the feature for the readership of a specific publication.

The course will look at various types of features and help you adapt your ideas to give you a variety of different approaches and possibilities. You will investigate a can’t-fail formula for writing fluently and with confidence, and study different methods of structuring your material so you have clear goals and outcomes. You will also look at how to get the best out of interviews and client briefs, and how to inject powerful and inspiring quotes that will give weight, passion and conviction to your text. This interactive workshop includes plenty of practical exercises with an opportunity to make a start on a feature of your own choice. It is suitable for PR and marketing purposes, and advertorials. Key training areas What editors are looking for and how to pitch your ideas Write like a journalist to produce editor-friendly text Develop a fluent style and avoid writer’s block Enliven your copy with snappy intros that sparkle and outros that bring your feature to a satisfying conclusion Write faster and abolish the struggle How to plan your research and structure your text Producing crisp copy from an overload of information Writing up case histories and using quotes Develop good relationships with editors and leave them wanting more.