Business writing training
Feature writing training

2 days £please call

Key details

Key details

Provides a thorough grounding in all aspects of feature writing. On completion, you will have the knowledge and confidence to repeatedly produce high quality features.

This course focuses on:

  • What makes a good feature and how to impress editors.
  • The importance of style and structure.
  • How to write headlines and proofread copy.

Feature writing is ideal for anyone whose responsibilities include writing for the media, such as journalists, editorial assistants and press officers.

As well as developing and refining your journalistic talent, you’ll be privy to numerous invaluable hints and tips.

Feature writing training is available on-request only, i.e. one-to-one training or a ‘closed’ course for your group. We don’t currently offer scheduled (public) Feature writing courses. This approach means that we can tailor your training to your industry, environment and business needs.

We can host the training at one of our centres, or your venue anywhere in the UK.

Expert trainer

Feature writing courses are hosted by Robert Bullard, a seasoned journalist and instructor who has built up a rich knowledge base from years of exposure to the front line of journalism for both local and national newspapers.

How will I learn?

Training combines lecture, demonstration and hands-on practice.

Exercises provide activity-based experience and help build delegates’ confidence writing effectively. These exercises can be tailored to deal with issues specific to your business.

You have ample opportunity to discuss specific requirements with the trainer.

Training guide and certificate

Course delegates receive:

  • Comprehensive training materials, to refer to throughout the course, and to use as a refresher back in the work-place.
  • An e-certificate confirming successful completion of a Feature writing training course.

After course support

Following Feature writing training, delegates are entitled to 30 days’ email support from their trainer to help with any post-course issues. For further details, see Support.

General information

General information

Course times

Standard course times are 9.30am–4.30pm.

As we’d be hosting this as a ‘closed course’ for you/your group, there’s usually flexibility to change these times to suit you, e.g. start or end 30 minutes earlier or later.


Payment for feature writing training can be made bank transfer or card.

We accept purchase orders from UK-registered companies.

If you’re self-funding your training, you can pay in staged payments, interest-free, over 12 months.

For further details, see training course payment options.


See Accommodation local to our training centres.

Cancellations and postponements

If an on-request Feature writing course booking is cancelled giving less than 20 working days’ notice, a cancellation fee is payable. View cancellation terms.

If an on-request Feature writing course booking is postponed giving less than 20 working days’ notice, a postponement fee is payable. View postponement terms.

Terms and conditions

Training course bookings are subject to our terms and conditions.


Expert trainer

Expert trainer

Robert Bullard

Trainer Robert BullardFeature writing courses are hosted by Robert Bullard.

Robert has over twenty five years’ experience in a varied range of writing roles including technical author, copywriter, feature writer and freelance journalist.

He has worked for several national newspapers and magazines including The Guardian, Daily Telegraph, Local Government Chronicle and Community Care, and has experience in the PR and media industries having ventured into national and regional radio, giving interviews and writing press releases.

Robert also carries out regular training course development work, and he delivers a variety of training courses in all aspects of writing for business.

He particularly enjoys relaying the knowledge he has acquired in his extensive and diverse career.



Course content

Course content


  • The role of feature articles in newspapers and magazines

Developing your ideas

  • What are editors and readers looking for in a feature article?
  • What makes a good idea, where to find ideas, and how to refine them into sellable stories

Identifying opportunities

  • Analyse the characteristics of different markets, and appreciate their characteristics and subtle differences.
  • Readership profiles
  • How to adjust your ideas for different audiences, and sell the same idea several times over

Pitches made perfect

  • Learn how to write a successful pitch:
    – What to include and what to leave out
    – Following up your ideas with editors
    – Pitching by phone
  • Spotting good ideas, exploring them, and turning them into successful pitches

The art of interviewing

  • The pros and cons of doing interviews on the phone, face-to-face and by e-mail
  • Preparing for an interview, getting the most out of an interview, and dealing with difficult situations
  • Tips for interviewing celebrities and reluctant interviewees


  • What makes a good headline
  • Learn to write good headlines using today’s news stories, and use them in your own work
  • Memorable headlines over the years, and what they teach us

Structuring your work

  • The role and importance of structure in feature writing
  • Different types of structure, things that help give structure to the reader, and exercises in structuring your work.
  • Learn to write eye-catching introductions and memorable endings

Essentials of good English

  • The principles of good writing: what readers are looking for and what you should avoid
  • The Plain English Campaign
  • Exercises in writing good English, plus grammatical errors you should try and avoid

Developing your writing style

The ingredients of a good writing style

  • What the experts think and what you should aim for
  • Style guides
  • Learn how to improve your own style, and write for different audiences

Essential law for journalists

  • An introduction to the main legal issues, with examples, and how they might affect you as a journalist:
    – Defamation
    – Copyright
    – Contempt of court
  • The PCC’s Code of Conduct

The writing process

  • The ‘6P’ model:
    – Purpose
    – Preparation
    – Passion
    – Process
    – Polish
    – Presentation


“I loved the course and really felt like you tailored it to my needs. Thank you so much for your time. ”

Alexandra L

Remote training is available for our most popular courses. For a limited time, we’re offering discounts off the usual course price. See Remote training.