PR-text should not be confused with advertising material - it is not a message about a particular product or service. There is no overt advertising in image articles.
When preparing an image text, you must remember that its main task is to persuade. A foundation is created, convincing customers and partners that your company is one of the best in a particular niche and is worth trusting.
The task of image-oriented publications is to demonstrate the benefits of the brand, to form a trustworthy relationship with customers and to gain recognition. In simple terms, it is a marketing tool that is used to highlight an infomercial or a socially significant issue.
As a rule, image publications talk about a company's achievements, the most important events and unremarkable facts related to its activities. PR-texts allow to estimate the advantages, competitive features and benefits of cooperation with the brand. Often - imperceptibly for the reader. This is how PR-content differs from advertising.
In image articles there is almost always a hidden evaluation or thought, which encourages or influences the consciousness of the audience. A certain image is formed, which has a positive impact on the relationship with partners, counterparties, suppliers, customers and more.
Rules for writing PR texts
Image text - a well thought-out material with analytical data, marketing and psychological techniques.
As a rule, the basis of PR articles are:
Thesis.Facts related to the needs and problems of the audience.Logical conclusion. Brand identity: tone of voice, positioning.
Material can be in the format of an opinion, interview, case or text about the company (business development, history of the company's founding, achievements, discussion of pressing issues or news).
Well-prepared material includes:
author's expert opinion;expert opinion;quotes;statistical data.
The narration should come from a manager, a specialist or an expert. The author's credibility reflects the face of the company; thanks to this a certain level of trust and respect from the counterparties and other readers is formed.
Stages of preparation of publications
The main difference between PR materials and direct advertising is that the information is presented in a native format.
The process of creating the material:
Defining the purpose of the article.Gathering interesting facts from the history of the company.Researching the target audience of the brand.Choosing the format of the article - interview, review, case, news.Writing the article with the focus on the formation of a certain image and emotional perception of the reader.Tracking the effectiveness.
Articles with image orientation should be included in the marketing strategy to strengthen the reputation of the brand in the market, gain trust from customers and create an image of the company, with which it is profitable to cooperate.
Build a loyal audience around your business.
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