Editorial features


 

Editorial for publicity

An editorial piece is usually subjective and a news story is always objective. News stories contain no personal observations or opinions, other than in a qualified person’s quote.

For marketing purposes, any of these four approaches are viable.

 

1. ENLIGHTENMENT, CLARIFICATION

  • a new process or procedure
  • discovery of a physical material and its impact
  • a technological innovation to revolutionise life
  • a development or situation not widely understood or appreciated

2. COMMENDATION

  • for a particular person or organisation with extraordinary achievements
  • for a leading visionary that changes conditions or experiences for the good of a community or mankind
  • for a person who has achieved praiseworthy outcomes in defiance of all odds

3. PERSUASION

  • perceiving solutions rather than the problem, with positive encouragement to convince a change is necessary
  • analysis of a particular situation that needs further examination

4. CENSURE

  • perceiving problems, not a solution
  • distrusting particular situations, conditions, events or people

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Writing editorial features

Writing an editorial feature for an organisation, whether it’s civic or business-minded, requires a clear exposition of its vision, activities, contributions, successes and the people that produce the success.

Creating interest in a particular aspect, for example, in what a Chief Executive has achieved through force of personality, charisma or vision, builds organisational goodwill with external publics and internal staff.

 

Selecting the subject

There is a wonderful liberty in being able to choose a subject for a feature, and creating interest, or persuading — through facts or analysis — a change of heart or certain action.

 

Making the point

The point is to draw attention to the situational or successful aspect. It leads with a clear proposition or reason for the feature and concludes with an appealing conviction.

 

Getting the facts, getting them straight

Whatever the personal opinions of the writer, the feature is based on facts and research.

 

Human dimension

Because the feature is lengthier than short news stories, interviews and personal anecdotal evidence bring a depth of human interest that runs through the article.

 

Making it better

The point of an editorial feature is to improve a current situation by providing additional factual matter and alternative solutions.

 

 

 

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