Pitching, drafting and placing a perfect feature article

Pitching, drafting and placing a perfect feature article

07 August 2014 | Pic PR

At Pic PR we have great clients, most of which sit within the Travel and Tourism sector and because we are a PR agency we are regularly required to write feature articles on a variety of topics. Even though the topics are rarely the same, the approach remains unchanged. So, whether you’re writing about the importance of picking your perfect wedding venue or an advice piece relating to family law, here are our top five tips to getting your feature article placed.

1. Audience: Before you start to write a feature article make sure you have a purpose. It is so important to understand who your audience is and the key messages you want to get across to them. This will help you choose the publication to target and will determine the style in which you write the piece.

2. The Hook: Ensure your article is interesting to the journalist, figure out what your ‘hook’ is and draft a short synopsis around this outlining what you will cover in the article. It is important to keep point one (audience) in mind during this stage and ensure you write in the style of the publication you plan to pitch to.

3. The Pitch: Use the synopsis to pitch your feature – journalists get hundreds of emails everyday which can be overlooked so begin the pitch process with a call. Be targeted, concise and engaging, then suggest sending on the synopsis you have drafted. Give the journalist a few days to consider it and then follow up with another call to secure the feature.

4. The Brief: Once you have secured your feature the next step is to take a full brief from your client. Ensure you fully understand the topic and don’t be afraid to ask questions – no matter how obvious they may seem. If you don’t have a clear understanding of the topic it is unlikely you will be able to write an accurate feature.

5. Proof-read, Proof-read, Proof-read: This might seem like the most obvious step in the whole process but it is THE most important. There is no point in putting all the effort into research, briefings and writing if you send the journalist an article full of typos and inaccuracies. Get someone else to have a look over it – it’s amazing what a fresh pair of eyes can pick up.

Writing the perfect feature is definitely worth the time and effort it takes to get it right. There’s nothing more rewarding than seeing your words appear in print.