The feature news release focuses on “softer,” less important and less immediate news than does the announcement news release. Feature news releases often are human-interest stories that highlight some aspect of your organization. Feature news releases are not as common as announcement news releases and traditionally attract less media attention. Always consider whether your feature news release could work as an announcement news release. However, if your organization has an interesting story, but it’s not a good hard-news story, you should consider a feature news release or a pitch (see pages 112–117). (Please review the general guidelines for news releases, pages 87–95.)