Why Forward Features are still essential for effective PR campaign planning in 2025

In a world where digital media and instant communication dominate, it’s easy to overlook traditional PR tools. However, forward features continue to play a significant role in the success of a PR campaign. They offer a powerful way for PR professionals to generate buzz, secure early media exposure, and strategically place their clients in front of key audiences.

At Hendrix Rose PR, we understand that crafting a forward feature takes more than simply sending a pitch to a journalist. It’s about planning, timing, and ensuring the message resonates with editors. Forward features remain crucial to PR strategies in 2025, and here’s why they should be part of your next campaign.

What are Forward Features?

Before we dive into why they remain vital, it’s important to understand exactly what a forward feature is. A forward feature is an article or media placement arranged in advance – usually, journalists draft a synopsis of the theme they are planning on covering. PR professionals have to proactively secure these placements with key publications and once confirmed with the journalist can provide an article on the key theme.

These features can take several forms: trend forecasts, interviews, product previews, or expert opinions. With this advanced media placement, journalists are able to align coverage with their editorial calendars and your campaign goals.

Why Forward Features are still crucial for PR in 2025

As the pace of media consumption accelerates, the value of forward features has remained steadfast for several reasons.

1. Generate buzz before launch

One of the key benefits of forward features is their ability to build excitement long before an event or product launch. Instead of waiting for the big day to secure media attention, PR professionals can pitch well-timed articles that tease the release, creating pre-launch buzz.

For example, imagine you're launching a new eco-friendly fashion line. Securing a forward feature in a prominent sustainability magazine or blog months before the launch allows you to introduce the concept and generate interest. By the time the product is officially available, you’ve already primed the market, ensuring greater attention when it hits the shelves.

2. Strategic media exposure

Forward features provide a level of control over media exposure that other PR tactics simply can’t match. Rather than reacting to coverage after the fact, you can carefully select which outlets and publications align with your campaign and pitch your story ahead of time. This ensures you’re delivering your message to the right audience.

A carefully crafted forward feature in the right publication also adds credibility to your brand, positioning it as a thought leader or industry trendsetter. For instance, if you’re launching a new service that is poised to disrupt the market, placing a forward feature in a respected trade publication can establish your company’s authority before competitors have a chance to respond.

3. Long-lead media planning

When dealing with long-lead publications such as glossy magazines, industry journals, and high-end lifestyle blogs, planning ahead is key. Many of these publications plan their editorial content months in advance, meaning that media coverage secured in January may not be published until summer or autumn. This is where forward features are invaluable.

By identifying these long-lead opportunities early in the year, PR professionals can strategically place stories that align with key events, seasonal trends, or industry developments. If you’re launching a product during the Winter, for example, securing forward features in the summer months ensures your product is featured when consumers begin looking.

4. Strengthen relationships with journalists

In the PR world, building and maintaining relationships with journalists is crucial. Forward features provide an excellent opportunity to collaborate with the media well in advance of publication. Journalists appreciate the time and space to draft thoughtful, in-depth pieces, and by giving them exclusive early access to your story, you demonstrate respect for their editorial process.

Establishing this level of trust can lead to long-term media partnerships, with journalists coming to you for future stories or insights. By becoming a reliable source of timely and relevant information, you increase your chances of securing regular media placements and expanding your reach.

5. Maximise cross-channel promotion

Today, it’s not enough to rely solely on media coverage. Forward features offer a fantastic opportunity to extend your reach across multiple channels. Once your forward feature is live, you can amplify it through your own social media, email newsletters, and website.

This multi-channel strategy helps you reach different segments of your audience while reinforcing your message. By repurposing content from the forward feature, such as social media teasers, or even blog posts, you can extend the life of the coverage and maintain momentum long after the feature is published.

6. Competitor advantage

In a crowded marketplace, forward features can give you a significant edge over competitors. Many brands focus on reactive PR, scrambling for last-minute placements. By contrast, forward features give you the opportunity to strategically plan your campaign, ensuring your message is seen before others.

By securing forward features early in the editorial calendar, your brand can dominate conversations in trade and lifestyle publications, setting the tone for the months ahead. This gives you an advantage in building buzz and ensuring your brand stands out when competitors are still catching up.

Top tips for pitching Forward Features

While forward features are an incredibly valuable tool, they only work if your pitch is spot on. Here are some top tips to ensure you make the most of this PR strategy:

1. Start early and understand editorial calendars

To successfully pitch forward features, it’s essential to understand the editorial calendars of key publications. January is the perfect time to collate all the upcoming forward features for your clients. Research what topics editors are focusing on and identify opportunities that align with your client’s upcoming campaigns.

2. Tailor your pitch

Don’t take a one-size-fits-all approach. Tailor your pitch to each publication, focusing on the specific audience and editorial tone. Make sure your story is relevant to the publication’s content and will appeal to its readership. A personalised pitch shows you’ve done your homework and increases your chances of securing a feature.

3. Provide value

When pitching a forward feature, it’s crucial to provide journalists with something of value. Whether it’s exclusive access to a new product, an interview with an industry expert, or insight into upcoming trends, offering something unique will make your pitch stand out. Remember, journalists are looking for stories that provide fresh, timely, and engaging content for their readers.

4. Be clear About timing

Since forward features are all about pre-empting the news cycle, be clear about the timing of your launch or event. Ensure the editors understand the timeline and how your feature ties into their editorial plans. Highlight why your story is timely and how it fits into their content calendar.

5. Build strong relationships

Lastly, building relationships with journalists is key. Engage with them early and often. Attend networking events, send them relevant updates, and always follow up on previous conversations. The stronger your relationship with editors, the more likely they are to consider your forward feature.

In a fast-moving media environment, it’s easy to focus on reactive, last-minute PR strategies. But forward features remain one of the most effective tools in a PR professional’s arsenal. By planning early, tailoring your pitch, and understanding the priorities of editors, you can secure valuable media exposure and generate buzz.

At Hendrix Rose PR, we believe that forward features are a timeless tool for any modern PR campaign. When done right, they offer an invaluable opportunity to shape the media narrative, build relationships with journalists, and ensure that your brand gets the attention it deserves.

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