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Feature Stories - Sample Clips  from file

          OLIVE OIL  -  MEDITERRANEAN MIRACLE
      By WR White

    ‘Olive oil and Italian recipes go together like stamp and envelope. That’s the analogy used by the
    Chef de Partie at a ristorante in the North West as he spoke with me for ‘Food&’ about the popularity
    of what, for centuries, has been a fundamental part of the Italian cuisine.

    It’s a fact, whether you are in southern Italy or in the north of England, olive oil is in your pizza topping,
    in your pasta and on your salad. It is also true that although this Italian staple, once branded as
    ‘liquid gold’ by Homer the Greek poet, dates back to 5000 B.C., it was not grown in Italy before the
    18th century B.C.

    History sources the first cultivation of the olive tree in the Middle East. Based on the book of Genesis
    in the Bible, the tree probably flourished on or near Mount Ararat where it is believed Noah’s Ark
    came to rest after the flood.
    The Bible says only when a dove he had released returned with an olive branch, that Noah knew the
    floods had receded. The olive branch is still regarded as a symbol of peace.

    Evidence of the medicinal properties of the olive also comes early in the Bible. In the book of Exodus,
    the Lord tells Moses how to make an anointing oil of spices and olive oil.

    Authoritative sources including ‘Olive Oil Source,’ (OOS) set the olive in Asia Minor more than 6,000
    years ago.  Arguably among the first plant life to be cultivated, it flourished in several countries
    including Iran and Syria before spreading across the Mediterranean to Africa and the south of
    Europe.

    Early civilization used olive oil during special ceremonies and for their well being. The oil was used
    to anoint Greek and Jewish kings and the Greeks used it to anoint winning athletes. As recently as
    the 2004 Olympics,wreaths of olive leaves and twigs were a prominent feature.

    Actually, researchers have surmised that the olive culture spread to the Greeks and then the
    Romans who along with every conquest seized the paranormal olive and took it back with them.

    Apart from the health properties for which its fruit is renowned, the olive tree itself is hardy. The
    elements including drought and high winds do not impact it. And some if not all varieties of olive
    trees are very resistant to insects and never require treatment with insecticides. The 2,000 year old
    olive trees on the Mount of Olives
    in Jerusalem are a testament to its resilience.

    Just as the tree is a symbol of strength and purity so too is its fruit and all
    around the world, olive oil is an icon of excellence, purity and
    versatility             
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THE INTERNET MADE EASY FOR ACTIVE LIVES

(Prepared for an Altrincham company as part of its launch of a programme for over 60's. All tables have
been omitted  here).We are about to demystify the INTERNET and  getting connected.

    Make yourself comfortable and get ready to discover that getting around on the INTERNET is easier
    than driving to the store, the library, Post office and newsagent. Easier than a spin just to say hello to
    relatives or friends on the next block

    or miles away.  And it’s an easier, faster and better way to keep in touch with loved ones who are
    3,000 and more miles away.

    Access to a personal computer is your first step towards bringing the world of information right to
    your fingertips. You already have a computer. Good! But you are one of those who are convinced that
    you must be a computer wizard before venturing on what was once known as the International Super
    Highway.

    Look at it this way. You’ve always left the manufacture and repair of cars you drive to the experts.
    Well, it’s time you do the same for your PC (personal computer). Leave the how and why of its
    capacity and capability to the experts and start making it work for you.

    It’s a proven fact. You don’t have to be a master of the trade to be part of
    benefit from the dramatic changes ...(end of clip)

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Video Surveillance-Key to Protecting Vulnerable Infrastructure

    Advances in video surveillance technology have greatly improved the odds of declaring the United
    States safe from deliberate damage to the country’s energy infrastructure.

    Unless measurable protective systems are established, Natural gas, Electricity and Water will alway
    be at risk. But while we agree that these utilities are an every day necessity to sustain prevailing
    lifestyles, apart from usage they seldom if ever find room in our thoughts.

    Actually, the consequences of malevolent damage, say, to our electricity infrastructure will be
    enormous. While such an eventuality may have been a wild dream two or more decades ago, today
    we must accept it as a distinct possibility that points to the need for decisive measures to protect the
    country’s power
    as well as other utility supplies.

    The Department of Energy (DOE) which is charged with the responsibility of ensuring the safety and
    integrity of the country’s power source acknowledges that energy supply and demand play an
    increasingly vital role in national security and economic output.

    Safety at all levels remains a main concern on the department’s agenda.  Its Office of Energy
    Assurance (OEA) is responsible for coordinating Federal Government programmes which seek to
    afeguard the country’s more vulnerable assets from unwarranted attacks.

    The OEA also works closely with The Department of Homeland Security (DHS), to shield Americans
    from possible terrorist attack or natural hazards that could adversely impact the country’s energy
    infrastructure. However, any effort at disaster mitigation ----(end of clip)

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Miracle In The Sky Over Antigua

    Thousands of residents and visitors, last Thursday witnessed a total eclipse of the sun, the first over
    Antigua in the last 360 years and the last in the Western Hemisphere this century.

    Schools remained closed for the day and government declared a public half-holiday, Prime Minister
    Lester Bird said primarily in the interest of safety of children.

    He said the half day would allow parents to manage their children’s viewing of the phenomenon.

    An unprecedented education/information series mounted by the Government owned ABS Radio and
    Television ensured every family was well aware of the beauty and the inherent dangers of the
    miracle in the sky.

    As the day approached, excitement mounted and for as long as supplies lasted eclipse-viewing
    shades took over as the hottest items on the market. By the Tuesday before, one leading merchant
    had sold out his 30,000
    order. Restaurants, particularly those in the South of the country put on special lunches, some
    churches organized an eclipse ritual on King George V grounds in Grays Farm, and special parties
    were organized for the Rising Sun Grounds in St. John’s, Betty’s Hope, the Interpretation Centre and
    Shirley Heights.

    Cloud cover over St. John’s which all but ruined the full time anticipated view of the once in a lifetime
    spectacle, broke just enough and in time for the darkened sun to appear.

    Betty’s Hope and the Interpretation Centre turned out to be good viewing sites, but by all accounts,
    the best picture of the miracle in the sky came through cloudless skies observed from Shirley
    Heights.

    And as a stabbing darkness closed in on the country in the middle of the day. (end of clip)
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On Tour With Volcano Evacuees

    Some of them had not been to the North of the island in years, several of them are occasional
    visitors, but for all of the residents from O'garos, Long Ground, Whites Tuitts Farms and Trants the
    villages of Brades, Cavalla Hill, Davy Hill, Cudjoe Head, Judy Piece and St. John's, all in the far north
    of the island is home.

    Their move to the area was brought on by volcanic activity in the east of the island.

    They are housed, the elderly in schools and the able bodied mostly in churches in the area. of St.
    John's. This,  the larger of the villages in the declared safe area is known for its rum shops (stand up
    Bars) on one side and churches on the other side of the main road. Full report

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Why not Try a Feature - Instead of a Press Release

Here's  Why... A feature elaborates the news, uncovers the background to the story, refreshes
the past, emphasises the present and plays up the future.  A press release begins and ends
as news.

For instance
, A feature can be written to focus purely on  historic attributes. It can also be a
record of a mile stone. It can be futuristic, ground-breaking, innovative, inventive or it can be
written from a purely human interest point of view.

With a feature, a business can  also choose the media that is most appropriate for its target
audience. Here again a feature comes apart from a release. Whereas a release may be
published by all, an editor is less likely to run a feature that he knows other papers are running
at the same time.  How do we get around that? Offer different features or take one from
another viewpoint for each publication we choose.
         
Subject Matters
Features do not have  time-lines. So a  topic can be created at anytime and anywhere in an
organisation. For instance, a new direction in a staff  deployment or training, a fresh customer
service initiative, an updated production process  or the retiring of equipment.

Depending on what you do, like so many companies, yours could be  unknowingly sitting on
hot business building feature ideas.  Give a feature a try.

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Public Relations by WR White :The Feature