Comfortable with press releases but a bit wary of features and articles? Each serves a different purpose and needs a different approach to the writing.

Not everything we write needs to be read from start to finish. With news stories, we often get everything we need from the headline and/or opening paragraph alone. But, if we do want to keep our readers with us to the end, we need to know what kind of content we’re writing.  And how to write it properly.

Let’s start with some definitions.

What a press release is and isn’t

A press release is a factual document sent to the media by (or on behalf of) an organisation to inform them of a time-sensitive, newsworthy ‘event’.

What constitutes as news? It could be:

• launching or updating a product or service
• appointing a senior manager
• signing a major contract
• attending or celebrating an important event
• moving to or opening new premises
• winning an award

The purpose of a press release is to give the media the information they need to write a news story.

While many media outlets will use press releases as copy and print them almost word-for-word, press releases aren’t meant to be the actual news story. They’re just the information the journalist, reporter, editor or staff writer needs to write their story.

As such, the press release should be easy to read, easy to understand, factual and unbiased.

See my blog post on how to write an effective press release for a comprehensive step-by-step guide.

The difference between a press release and a news story

A news story is similar to a press release (in terms of time-sensitivity and structure), but it’s written with a target outlet and audience in mind. The content and style of writing therefore needs to reflect that outlet and audience.

You only have to compare how the BBC, The Daily Mail and The Guardian report the same story to see how news can be portrayed differently.

The purpose of a news story is to inform people about something that has just happened or is about to happen, often putting that something in context and relating it to wider but relevant issues.

Read more on the difference between press releases and news stories.

So, what’s a feature?

A feature (article, blog post, opinion piece, essay, etc.) is a piece of factual writing that explores a subject in more depth than a news story or press release.

It’s often the story behind the news story – the why or how something happened or will happen.

The purpose of a feature depends on the subject, medium, angle, audience, and author or organisation’s viewpoint. As such, a feature can inform, entertain, advise, shock, frighten, reassure, expose or amuse.

The right approach

If you’re not sure if what you’re writing is a press release, news story or feature, ask yourself two simple questions:

1. Is the story time-sensitive?
2. Do I have access to my target audience?

Time sensitive, no access to target audience – press release

If your story is time-sensitive and you’re trying to reach as many people as possible – especially people you don’t have access to – write a press release. You hope the media will cover it for you and it’ll be read, seen or heard by their readers, viewers and listeners.

Time sensitive, access to target audience – news story

If your story is time-sensitive and you already have access to the people you want to reach (via your website, intranet, newsletter, email or social media pages), write a news story.

Not time sensitive, no access to target audience – media feature

If your story isn’t time-sensitive and you’re trying to reach as many people as possible – especially people you don’t have access to – sell your story into the media’s feature editors.

Not time sensitive, no access to target audience – media feature

If your story isn’t time-sensitive and you have access to the people you want to reach (via your website, intranet, newsletter, email or social media pages), write and publish a feature.

The write approach

Once you know what you’re writing, you’re in a better position to choose the right focus, length, structure and style of writing.

The most important thing to bear in mind is the purpose.

News stories inform – they focus on WHAT the story is about. Article, features, blog posts, essays, etc. focus on WHY and/or HOW – the story behind the story.

For more advice on writing features, articles and blog posts, see 5 steps to writing an article on any subject and How to write a blog post people actually want to read.

Photo by G. Crescoli on Unsplash