- Writing a news release is similar to writing hard news.
- Firstly, public relation practitioners have to spend more time writing news releases.
- They need to conduct good research and interviews. Then they have to make the news release appeal to the reporters. (approved - reporters don't approve stories for publication, they either like them or they don't. They then have to persuade their editors to run them, perhaps that could be considered more of an approval, but really 'approved' is not an appropriate word here.
- Public relations practitioners can increase a reporter's interest by concentrating on the news value of the story.
- If the news release does not appeal to the reporter, it will not be published in the media.
- Furthermore, public relations practitioners have to put the organisation's information in the news release as well as including other important information.
- In addition, public relations practitioners have to use (feature approaches technique) for the story. (I suspect you mean that the PR people have to be aware of 'forward features' and use their knowledge to provide journalists with relevant items. I don't like the phrase 'feature approaches technique', it is not a standard phrase in English language PR and does not sufficiently explain what you mean to be used in a non-idiomatic sense.)
- Another important point is that they have to fit in with the media's deadlines.