Event Profile

Effective Feature Writing Techniques

June 3, 2021


This class is currently full. If you would like to be added to a wait list, please email Gail Patterson at gail@nwppa.org.

Who Should Attend:

Utility communicators who want to improve their public relations writing skills.

Related Event(s):

The Secrets of Effective Writing Series, May 20-June 24, 2021

Story Pitches That Get Results, May 20, 2021

Crafting Compelling News Releases, May 27, 2021

Crafting Key Messages That Resonate, June 17, 2021

Writing Persuasively and Convincingly, June 24, 2021

Webinar Overview:

It is well-known that writing in a compelling way that tells a story is much more engaging, interesting, and informative than a just-the-facts style that we often use in news releases and for basic information on websites. But how, exactly, do we tell those stories? What writing techniques can we use to enhance our customers’ interest in our communications efforts?

In this 60-minute webinar, longtime journalist, utility public relations professional, and university instructor Lance Robertson shares the tips, tools, and best practices for feature-article writing that he has honed over more than 40 years in the communications business. You’ll learn what a nut graf is, why it is important, and why humanizing your stories increases readership of your newsletters, website feature articles, and other publications.

As a participant, you’ll get a deeper dive into the art of feature article writing. Among the things you’ll learn:

    • How to craft a short mini-story in your first few sentences or paragraph that makes readers want to learn more by reading more.
    • How there are specific formats (templates) for feature writing, such as the Kabob or Wall Street Journal methods.
    • The differences between an anecdotal and descriptive lead-in, and why this moment-in-time approach is effective.
    • Where to place the context, or nut paragraph, in your article to connect the dots for the reader.
    • How a feature article about any utility employee or customer can follow the 2,500-year-old Journey of the Hero method.
    • How to identify good subjects for feature articles – and the questions you need to ask to make your article compelling and complete.

Participants will have the opportunity to follow up with the webinar instructor for feedback on written materials developed for your utility.

Webinar Recordings:

Webinar recordings can be made available to registrants who are unable to attend live.

Webinar Instructor:

Lance Robertson, Instructor, School of Journalism and Communication, University of Oregon; and Owner, LF Robertson Communications LLC

Webinar Schedule:

The webinar will be held on June 3 from 10-11 a.m. PST. Attendees will be admitted 15 minutes before the webinar begins.

How to Participate:

Instructions will be emailed to attendees within 12 hours of the webinar and we recommend that you test the link to the meeting as soon as you get the instructions. The webinar is best viewed using Chrome as your browser. We recommend that you use a landline for both your phone and your internet connections.

This registration is for one person to attend. We manage our webinars on an honor-system basis; if more than one person from a utility wishes to attend, each is to register separately.

Webinar Fees:

Utility Member Rate: $90
Associate Member Rate: $135
Non-Member Rate: $270

Note: Organizations that register a group of employees will receive every fifth registration for free. For example, if you register five employees, you only pay for four; register 10 employees, you only pay for eight; and so on. There is nothing additional you need to do to receive this discount.

Cancellation Policy:

Cancellations are accepted with a full refund as follows:

For webinars and virtual classes, if the request is made at least five days prior to the course, then 100% of the registration fee will be refunded.

For in-person events, the following fee structure applies: cancellation at least 30 days prior to the event, full refund; within 15-29 days, $100 fee; and within 1-14 days or no show, 100% of the registration fee. When possible, please send a substitute instead of canceling because NWPPA does not charge a fee for substitutions.

Continuing Hours:

This course qualifies for one continuing hour. Certificates are issued upon full completion of the course.

For More Information:

To find out more about this course, to register, or to learn about other events, view the Training and Event Catalog.