A featured story takes readers on a narrative journey, using storytelling and human interest to increase audience appeal and elevate the topic. Unlike news stories, which focus on factual evidence, a feature article can be entertaining, saddening, or educational. Often, they are used in PR and corporate communication to provide in-depth information on clients or organizations and help them gain exposure to key audiences.
Feature articles require excellent reporting and writing. Great writing is what elevates a good idea into a great story that resonates. From word choice to sentence structure, how a writer writes shapes how readers experience the story. Even the best research and compelling anecdotes can fall flat if the story isn’t well-crafted.
Start with an eye-catching headline that draws in readers. A strong headline sets the scene and poses a question or problem, then reveals a solution. It should be concise and emotionally engaging.
Use the’show, don’t tell’ technique. Instead of telling readers Johnny ran up the hill, tell them how his legs felt as they struggled to keep going. Readers will be more engaged when they see and feel what’s happening rather than just hearing about it.
Layer your research. Often, the best features are a mix of primary sources, historical context, and expert insights. A good example is this interactive feature on how climate change is affecting people living in Gambia. It incorporates full-screen photographs and interviews with citizens to illustrate the impact of global warming on their lives.
About the Author
