Are you wondering what a PR article is, how to write it correctly and what benefits to expect from it? You will find all the important information in this guide.

What is a PR article?

A PR article (also known as an advertorial or paid article) is one of the most basic advertising formats and is used in SEO, linkbuilding and when promoting brands, products and services. The central element is usually a backlink leading to your own website.

A well-written PR article does not look like a first-rate advertisement, but on the contrary, it casually moves the reader (user) to a backlink to the website, where they can find out more information on the topic. The author of the text (copywriter) should avoid blatant self-praise, the goal is to arouse interest naturally.

In the case of PR articles, however, it is often not just about direct traffic, but rather the placement of a backlink that will strengthen the site in search results.

In the context of the Advertising Regulation Act, it is mandatory to refer to PR articles as advertising. In practice, however, the media do not take this into account and paid content is often classified as regular editorial content.

PR article vs. PR (press release)

In practice, there is often confusion between the terms PR article and press release, which is referred to in English as PR (Press Release). And although both are textual messages, they are diametrically opposed in nature

A press release is a textual communication through which an individual or business (or a political party or other organisation) informs the media of important information (which may be events or facts). The length of a press release is usually between one and two pages, with the opening paragraph containing a summary of key information - the editor may thus shorten the text from the end at his or her discretion without losing the main message.

And while TZ publishing is closely related to important events, PR articles can be published continuously (depending mainly on the budget), usually on the basis of a specific marketing strategy aimed at e.g. building customer relationships, linkbuilding, etc.

What should a PR article look like?

Although there are no fixed rules for PR articles, it is advisable to stick to a few basic pillars when writing them. The copywriter should first develop a suitable concept and focus on:

In general, it is recommended to tune the content to a neutral to slightly positive form, but an experienced copywriter can avoid excessive superlatives that could cause readers to doubt.

It is advisable to make the PR article interesting for the readers and make them want to read it to the end. The author should use important keywords but at the same time avoid over-optimizing.

Other characteristics of a quality PR article include spelling and grammatical correctness and language that the target audience understands. The text can be supplemented with quotations from experts which, in the context, reinforce the overall impression of the message.

PR articles should include images (photos), video content or infographics. Thanks to appropriately chosen multimedia elements, the text becomes more attractive.

What does the optimal structure of a PR article look like?

Perhaps the most important element of a PR article is a punchy headline in the form of a key phrase in a well-chosen format. The headline usually has a significant impact on whether the user decides to read the article or chooses other, more interesting content. Generally, numbers and essential information work well.

Below the title there is a perex with a summary of the most important information. This is followed by the body of the PR article with paragraphs containing further (developing) information.

In terms of SEO, it is important that the PR article does not lack backlinks (that is why paid articles are mentioned as one of the best linkbuilding tactics), keywords, but also suggestions for the title and meta description.

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Content marketing

Create and distribute content that engages internet visitors, informs them about your services or product, and is designed to encourage them to purchase your services or product. Users consume content on the internet actively (search engines) or passively (magazines and social networks). Content marketing using PR articles and social media posts will help you get the necessary information to content consumers where they are looking for it or consuming it.

Advertorials (PR articles)

PR articles are advertising articles written by an editor as regular media content. Readers often don’t perceive the advertising message as an advertisement, but as a handy informative article. Paid or sponsored articles therefore belong to subliminal advertising. PR articles is an abbreviation used in the Czech language for the expression “paid advertising articles”. In professional circles, the term “advertorials” – a composite of “advert” and “editorial” (an article written by an editor) – tends to be used. On the PR Yard platform, you can order PR articles in English, Czech, Slovak, Polish and German.

Link building using paid articles

Paid articles are often used as a link-building method. Link-building is a term meaning to get backlinks. Internet search engines rank pages in search results (SERPs) according to the popularity of the page. Multiple sources called signals are used to evaluate site popularity. The popularity of the site is mainly determined by backlinks. Each page has a certain popularity, which some SEO tools try to express using a “rank”. A page with higher popularity should have a higher rank. In the PR Yard catalogue, you can sort by statistics from Ahrefs (+ MOZ).