Basic Public Affairs Specialist Course

Feature Writing

Feature headlines
Feature headlines have the same
general purposes as news headlines, give
the reader some idea of what the story is
about.
They also advertise the story. Readers
do not normally have to read features
to get important news. You must entice
them into a story, and strong feature
headlines are an important hook.
Another function of the feature
headline is to dress up the pages design.
Features do not have the rigid look of
news. Feature page designs employ more
white space and graphic elements than
news pages. Feature headlines allow for
both these things.

Principles | Types of Headlines | Punching up a Headline

The Defense Information School, Fort George G. Meade, Maryland

Writing Principles

Headline
principles
Headlines are a must for straight news
stories, but it is usually best to not use it
for features. A key to a feature headline
is fresh expression, which headlines
preclude. Descriptive language, a must
for any good feature story, should also be
used when writing a feature headline.

Feature Writing

The best test of a feature headline

is to ask the question: Does it get the
reader into the story? If this task has
been fulfilled without offending your
audience or journalistic sensibilities, the
feature headline has passed the test.
There are many ways to create feature
headlines. You are limited only by good
taste and your imagination. Feature
headlines should reflect the tone/subject
of the stories they are written for, both in
look and content.

Feature headlines should be clear.

Its OK to tease or arouse curiosity, but
dont be so vague or misleading that you
confuse or misinform the reader.

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Writing Principles

Feature Writing

Types of
headlines
Features headlines fall into three
general types. These types define what
the headline content is meant to do:
The super lead headline has the
same characteristics as a straight news
headline (noun-verb-object, Ws/H,
factual). It tells the story in a nutshell and
leaves no doubt as to what the story is
about. Generally, this type of headline is
best for news features.
A feature summary headline gives
the gist of the story by highlighting
one or two Ws enough to entice the
reader into wanting to find out more. It is
usually more conversational than a news
headline.
Summary headline examples:
Walkers run into problems
Almanac gets you through year ahead
Woman gives pit bull
taste of his own medicine

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Writing Principles

The teaser headline is designed to

tease or slightly deceive readers about the
content of the story to draw them in.
Remember: No matter which type of
headline you choose, it must fit the tone
and focus of the story. You wouldnt use

Feature Writing

a teaser headline for a feature about a

double murder. Nor would you necessarily
use a super lead headline for a story with
a strong humorous or poignant focus.
Lets take a look at a couple teaser
headlines.

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Writing Principles

Feature Writing

Punching up a
headline
Writers can use several devices
to help give a headline a feature twist,
thereby luring the reader to read the
story. The term devices refers to
making the headline look or sound out of
the ordinary, beyond the purpose of its
content.
Alliteration is a device that refers
to the sound a headline makes when
the reader reads it. Alliteration uses the
repetition of a particular sound to create
an effect. Used correctly, it sets a mood
for the story; usually a story with an
unusual twist.
Rhymes also refer to the way a
headline sounds. They create rhythm,
quicken the pace, and inject humor. They
work best for somewhat whimsical stories,
such as a feature about a child care center
-- from the possible point of view of one
of the children.

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Writing Principles

Feature Writing

A play on words usually involves

double meanings or puns. They can
be either light or serious. These can be
considered bonuses for the readers; a
play on words tweaks their curiosity to get
them to read the story and find out what
the writer really meant.

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Writing Principles

Feature Writing

Typographical tricks refer to the

way a headline looks. Tricks such as
setting part of a headline upside down or
drawing ice or snow atop a headline for a
blizzard story help the reader notice the
headline. Typographical tricks work best
when the trick you use has something to
do with the story idea.

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Basic Public Affairs Specialist Course

Feature Writing

Conclusion
It is easy to become TOO creative
with devices. Its not always a good idea
to do something just because you have
the imagination to think it up or the
technology to do it. There must be a good
reason to use devices such as alliteration
or rhyme or they will sound forced. The
device must not conflict with the tone of
the story. Using an earlier comparison,
you would probably not want to use a
typographical trick in a headline about a
double murder.
Being creative is key when writing your
feature headlines. The best test of a good
feature headline is to ask the question:
Does it get the reader into the story?

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Writing Principles

Feature Writing

References

Hay, V. (1990). The essential feature. Columbia University Press

Williamson, D. (1975). Feature writing for newspapers. Hastings House Publishers, New York
Ruehlmann, W. (1978). Stalking the feature story. Writers Digest Books
Itule, B., & Anderson, D. (2002). News writing and reporting for todays media (6th ed.). The
McGraw-Hill Companies
Alexander, L. (1975). Beyond the facts: A guide to the art of feature writing. Gulf Publishing
Company, Houston, TX
Patterson, B. (1986). Write to be read: A practical guide to feature writing. Iowa State Press
Harrower, T. (2005). The newspaper designers handbook. The McGraw-Hill Companies.
Rich, C. (1999). Writing and reporting news: A coaching method. Wadsworth Publishing,
Florence, KY.
Harrigan, J. & Dunlap, K. (2003). The editorial eye. Bedford/St. Martins, New York, New York
10010
DINFOS Policies and Procedures Manual (2008)
Feature writing handbook (2008)

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The Defense Information School, Fort George G. Meade, Maryland