Notes for creating good and quality PR articles

PR (Public Relations) refers to activities and strategies designed to build the reputation of a brand and affirm the value of a company’s products or services. A PR article is an essential component of these activities.

These articles serve as advertisements for the business’s brand and products, aiming to attract public interest and build customer trust. A successful PR article should be captivating, with well-crafted language that remains reliable and to the point. Additionally, the content must offer valuable and useful information to the readers.

1. The Title or Introduction is Unappealing

2. Grammar Mistakes

3. Plagiarism

4. Lack of a Clear Development Plan

5. Lack of Empathy or Understanding

Good PR articles must meet the following criteria:

Whether in the form of images, infographics, e-magazines, or traditional articles, PR content must align with the business goals. If you focus only on wording and images without directing them towards the overall objective, it will be hard to achieve business results.

To create an effective article, you must identify the target audience of the PR campaign. Then, research issues that relate to them, such as:

• Their habits, behaviors, and current awareness
• Their job and work environment
• Topics or issues that concern them

Once you have this information, you can choose the appropriate approach and writing style to capture the attention of this audience. It’s clear that PR content is greatly influenced by the target group, so significant effort should go into researching this group.

Great PR articles are not only well-written but also convey a strong underlying message. Before writing, you need to identify the message of the article. That way, you will know exactly what to write to avoid being off-topic and to communicate your message effectively. Only by transmitting the right message and influencing the reader’s perception will a PR article truly succeed.

Good PR articles must be complete, concise, and clear. If the article has too many or too few ideas, it will be hard to consider it well-structured. Therefore, you need to analyze and clarify each key point in the PR article. The images in the article must be connected and related to the topic. The content provided to the reader should be accurate and trustworthy.

A PR article requires the writer to have strong writing skills, in-depth knowledge about the brand, product, or service, and a clear understanding of customer insights. From there, the writer can find a way to write engagingly and trigger a desire in the reader to purchase the product. Here are the steps to building an effective and engaging PR article:

1. Each business has different goals when writing a PR article. There are 4 main types of purposes for writing PR articles:

• Event PR, such as introducing a new product or service
• PR to boost sales
• PR to increase brand recognition
• PR to handle a public relations crisis

To write an article, you need to define the topic. To choose a topic that fits the customers the article is aimed at, you must put yourself in their shoes. Afterward, you begin researching detailed information on the topic. You can use sources such as the Internet, books, magazines, etc., to gather the necessary information. This helps you find the best approach to express and present the article.

The target audience is a new group that may be interested in the company’s products or services in the future. To find this audience, you should use existing traffic or paid traffic from online or print media to communicate your brand to potential customers.
Before writing the PR article, you need to clearly identify the target customer group. Once you’ve identified them, you should address the following criteria in your writing:

• Choose the appropriate language style.
• The PR article should be written naturally.
• Provide truthful, useful information and highlight the product features to convince them to make a purchase.
• Showcase the company’s differentiators compared to competitors to make them choose your brand.
• Solve customer problems or concerns.

Good PR articles are not just about well-written sentences but also about the message they convey.
For example: If you write a PR article about dental floss, the message you want to convey is that using quality dental floss is good for oral hygiene and ensures aesthetic benefits. When readers understand this, they will change their perception of dental hygiene and feel the need to purchase dental floss. This, in turn, will help companies selling this product increase their sales.
The message of a PR article is not only beneficial for business but can also change the perceptions and behaviors of certain customer groups. When businesses create value and benefits for the community, they gain the love and support of the public.

In reality, the length of a PR article about a product is limited. For print articles, the maximum is 300 words, and for online articles, it is up to 650 words. Therefore, you need to focus on the message you want to convey, arrange the content logically and clearly, and use precise language. Avoid writing in a lengthy manner that makes it difficult for the reader to understand or get the desired information.

From the information you’ve gathered, create an outline for your article. This helps you summarize all the information and organize the main and supporting points for the article. This method helps prevent rambling or straying off-topic, which can result in low-quality information. During the writing process, you may add more sections or adjust the structure to make it more logical and easy to read.
Additionally, place the most important sections, which are of the greatest interest to the readers, at the top of the article. Less important sections should be placed further down. This strategy encourages readers to stay engaged and read the article until the end.

When writing the article, make sure to invest time in making the content attractive to capture the reader’s attention. Avoid going off-topic, and focus on providing useful information for the audience. The key is to guide the readers towards taking the action that the business desires. First, encourage them to remember the product or service name, like/share the article, or visit the website…
At the end of the article, gently lead them towards making a purchase. However, do this carefully to avoid making the reader feel uncomfortable.

Repetition of words and spelling mistakes are the most basic errors that many people encounter. These errors can also lead readers to feel negative or annoyed with the article. To reduce this, you should review the article at least 1 to 2 times after writing it. Additionally, use spelling and grammar check tools to correct any mistakes in wording.

In addition, you can also learn How to write effective Facebook ads to create high-quality content and increase your conversion rates!

There are various formulas to create content for your writing. However, three formulas are widely used around the world to create effective and attractive product PR articles. These three formulas are:

Specifically, this formula includes:

• P – Problem: The PR article should highlight the issues that consumers are facing.
• A – Agitate: Briefly and clearly explain the causes or factors that are making the problem more serious. Additionally, develop the issue in a way that captivates the reader’s attention.
• S – Solve: To conclude the article, provide a solution for the customer’s problem and include a call to action.

The 3S formula consists of:

• Start: The PR article should focus on one “star” figure, such as the consumer, the company itself, or the product/service. Avoid using too many characters as this may confuse the reader.
• Story: Tell the most representative story that the star has experienced. Pay attention to selecting unique and impactful details to make the story captivating for the reader.
• Solution: Discuss the solution or action that the star took to achieve success. Ensure the content remains truthful, without focusing too much on making it overly appealing.

This approach uses a listing and summarizing style, providing useful information to the reader. This writing method focuses on the product and brand, requiring coherence, clarity, consistency, and objectivity.

Above are the three formulas for creating great PR samples that those learning how to run Facebook ads should know. Great PR articles not only attract readers but also help businesses increase their sales opportunities. Therefore, it is important to follow the rules of writing PR articles to create high-quality and effective content.