Armada training
Feature writing training

2 days
In centre:
£please call
Live online:
£please call

Key details

Key details

Feature writing training teaching core principles and writing techniques for producing high quality features.

You’ll learn about all relevant aspects of feature writing, gaining confidence that will help you write copy of a high standard, consistently. Sessions include:

  • 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 training 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 arranged on-request, i.e. one-to-one training or a ‘closed course’ for your group. Your training can be tailored to take into account any existing knowledge you have, and the work you’re going to be doing.

In-class or online

This course is available in-class at eight centres or live online.

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 journalism training can be made by:

  • Bank transfer. Please call 01527 834783 for our bank details.
  • Card. All major credit and debit cards accepted. Payment can be made securely online or over the phone. Card payments are processed by Stripe. Armada doesn’t record or store your card details.

Purchase orders

We accept purchase orders from UK-registered companies and public sector organisations.


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

Robert Bullard Autodesk Certified Instructor

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


Live online training

Live online training

Live online training lets you participate in a course from your place of work or home.

We do everything possible to make your online training experience as close as possible to actually being in the classroom. You can:

  • See and hear our trainer, and the other delegates participating in the course…
    Live online training - see your trainer and the other course delegates
  • Interact by speaking, using chat, or raising your ‘virtual hand’ if you need assistance.
  • Share your screen with our trainer, and allow them to take control to explain something.

Like our in-class courses, online courses…

  • Are presented by expert instructors.
  • Give you plenty of opportunity to carry out assisted, practical exercises.
  • Offer 30 days’ email support from your trainer.

All you need is an Internet-connected computer with a webcam and audio capability. We provide everything else…

  • Links to download the files, resources, etc. you’ll use in your course.
  • A training guide. For most courses, you can choose from a printed copy that we post to you, or a PDF.

In the week before your course, we’ll send you an email containing everything you need to prepare for and participate in the training. Then, a couple of days before your course, we’ll give you a courtesy call to make sure you have everything in place and answer any questions you may have.

Please note that we are not able to record scheduled online courses for privacy reasons.

When you attend live online training, you’re participating in a real course, hosted by a real trainer, in real time



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

Alexandra L