How to write a feature article

Charles Arthur of The Guardian has an excellent article on his blog that should be compulsory reading for any PR tasked with ghost writing a by-lined article on behalf of a client.

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About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.
  • Charles

    Hmm, yes, but remember to use it for good, not evil.

    Still, it would up the general quality of case studies if they were written in that way. Good luck getting the clients to sign them off, though… "But why isn't the product's name in the first paragraph?"

  • Stuart Bruce – Wolfstar

    Hey, it's hard enough trying to convince clients not to start press releases as "The world's leading…" ;)