Do you want to write product PR articles to advertise your business? But don’t know how to write attractively and convince customers? Have you ever encountered difficulties and failures when writing PR content? Do you want to learn the formula for writing PR articles according to 2024 standards? If the answer is yes, continue reading the article below from Apexcorp Consultants. You will discover the golden secrets to help you write successful PR articles!
1. What is a PR article?
PR is a type of communication aimed at creating and maintaining good relationships. It is built between individuals, organizations and the public. PR includes many activities such as organizing events, seminars, press conferences, etc. Aims to introduce and promote images, brands, and products to customers in the most effective way.
Particularly for product PR articles, there will often be more emphasis on features, benefits, prices, advantages compared to other products… The goal of product PR is to attract attention and interest from potential customers. As well as increase reputation and corporate brand recognition.
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2. What causes product PR to fail?
Writing product PR articles is not an easy job. Many people have encountered difficulties and mistakes. Causing the article to not achieve the desired effect. Below are 6 common reasons why product PR posts fail
2.1 Article content
For any activity related to writing. You should always uphold the concept that content is King. Because content is the key success factor. It determines the success or failure of any marketing campaign. Not just PR articles.
If the content is too long, dry, repetitive, and lacks creativity. Or if it is not related to the product, you will make the reader feel bored and not want to continue reading. On the contrary, if it is too sketchy, lacks information or does not have convincing arguments. The ability to convey the message will be extremely low.
Therefore, you need to write article content that is balanced, attractive, accurate and highly persuasive.
2.2 Lack of a development plan
Product PR is not a single job. It is part of the overall marketing strategy of the business.
Therefore, to contribute to great success. You need to have plans for every small step. Try to grasp and manage many different jobs. Such as planning content, managing human resources, editing and reviewing PR articles, etc. At the same time, identify specific goals. Evaluation indicators and completion deadlines for each task in the development plan.
2.3 Lack of understanding and listening
PR articles are not just a way for you to talk about your product. It’s also an opportunity for you to understand and listen to customers. You need to research and analyze the market, needs, desires, problems, difficulties… What your potential customers are experiencing.
It can be said that a product or service is only born when someone really needs it. That’s why, even in creating products or writing PR articles. Understanding customers is always something you need to put first. Otherwise, you will encounter unnecessary failures.
2.4 Lack of focus on loyal customers
Loyal customers are an important resource for the sales and communication of your product. If you ignore those who already support the product to focus only on new customers. That will cause you to lose many opportunities and encounter many difficulties.
2.5 There is no humility
In your product PR articles, always remember that PR is not simply advertising. It’s that you have to prove the product. How will it bring the most genuine benefits to customers? Therefore, if you exaggerate, exaggerate or lie about the product too much. You will make the reader feel skeptical and distrustful of you.
Therefore, be really humble and honest when writing PR articles. By clearly stating the product’s strengths and weaknesses. As well as providing evidence, certification, evaluation, feedback… from experts and reputable agencies. Or evidence from real customers to increase reader trust and confidence.
2.6 Not checking the article carefully upon completion
One last but not least important mistake when writing product PR articles. That is not carefully checking the article when completed. You may have written a very good and attractive PR article. But if the article has errors in spelling, grammar, syntax, formatting, even offensive words, etc., it will invisibly reduce professionalism and credibility.
3. Formula for writing PR articles
After knowing the causes of product PR failure. You may wonder how to write successful product PR articles. Don’t worry, we will introduce you to 3 simple formulas. You can apply it to write product PR articles in the most optimal way
3.1 Write PR articles using the Strings formula
Strings are one of the most popular formulas today, with a list and summary style that helps readers of PR articles get the most useful information about the product or company. Therefore, the writing style in this formula is always the most coherent, clear and objective.
Share
The first S in STRINGS is Share – to share. In a listing or summary article, you need to provide useful information, knowledge or experience in a certain field or industry (usually related to the products and services that the company sells). ) so that readers can better understand the issue they are interested in.
Teach
The second T in STRINGS is Teach – teaching. When writing this type of PR article, you can provide readers with the most optimal skills and solutions to the problem they are interested in by providing detailed instructions or useful references.
Reward
The third R in STRINGS is Reward – reward. In addition to sharing useful information, knowledge and experience, businesses must also provide rewards to encourage them to take further actions. Rewards can be points programs, discounts, exclusive experiences, or other attractive incentives.
Intrigue (Stimulate curiosity)
The I in STRINGS is Intrigue – stimulate curiosity. Arousing curiosity is the most effective way for you to attract customers’ attention. To do that, you can incorporate open-ended questions or interesting stories into the content. From there, they will be interested in reading the content and learning more about the products and services that the business is providing.
Generate (Build)
The G in STRINGS is Generate – build. Regardless of the formula deployed, the main purpose of a PR article is still to increase customer interaction and create powerful communication effects to promote products, services and brands. From there, businesses can build a good image in the minds of customers.
3.2 Write PR articles according to the PAS formula
It can be said that this is the most popular formula in the field of PR content because it both emphasizes the necessary information about the product and satisfies customers’ questions about usage needs.
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PAS stands for Problem; Agitate and Solution. An extremely perfect PR sequence.
P – Problem: You state a problem that potential customers are having related to the product. You can also use questions, quotes, stories, some dramas, painful stories… to make the problem come alive, close and attractive to the reader.
A – Agitate: Deploy the problem and stir the reader’s mind. Use research, data, announcements from newspapers, major organizations, etc. to explain to customers how the problem is making their lives inconvenient or difficult.
S- Solution: Complete the PR article by offering a solution to the headache the customer faces and cleverly integrating product benefits into it to promote curiosity and desire. Solve customer problems.
It can be said that this way of writing has a very logical and scientific structure, but you need to determine the correct customer profile that the business wants to target to create the best effectiveness for the article.
3.3 Write PR articles according to the 3S formula
The reason this formula has such a name is because it is abbreviated by 3 English words whose first letter is the letter S: Star, Story, Solution.
Star: This will be the main character, the hero and the focus of the story in the product PR article. This character can be an influencer, a famous businessman, an example of overcoming poverty, etc. But in general, these people will often have a positive ability to inspire and be relevant. closely related to the company’s products and brands.
Story: Describes the problems the star has faced, the ups and downs, joys as well as difficulties and challenges that the Star has had to go through, from which they have learned what to do, or what to do. What can you do to change your current situation and lead a better life?
Solution: Tell what the main character above did to overcome difficulties and achieve his goal, based on what you told in the story.
4. Structure of product PR articles
To optimize your product PR article, applying a formula is not enough, you need to clearly divide the layout in the most logical way. You can refer to the following structure:
Title: Needs to get right to the message, object, and main character in the article. Prioritize brevity, stimulating readers to click on the article. At the same time, optimize the SEO standard title to contain keywords and be about 40 – 60 characters long.
Introduction: Briefly introduce your business’s products and services with a length of about 4 to 5 lines. The content in this section needs to create curiosity to attract customers to continue reading the following sections.
Body: This is the main content. Therefore, you should focus on talking about the functions, benefits, advantages, ingredients, etc. of the product you want to introduce to consumers.
Conclusion: Summarize the benefits that customers get when buying the product.
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Summary
With the sharing of practical knowledge from Apexcorp consultants, we hope you can improve your product PR articles as well as articles for an entire marketing campaign. Please contact Apexcorp if you need more help from our team of business consultants.
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