Short answer
A good PR article tells one clear story about your business in a factual, journalistic tone: what happened, why it matters and who it helps. Lead with the news, back it up with facts and a quote, and leave out hype. It should read like something a stranger would choose to read.
Start with a story, not a sales pitch
Readers and editors ignore promotion but pay attention to news and useful stories. Pick one angle you can support with facts:
- A launch or a new service.
- A milestone, such as customers served, a new city or a funding round.
- The founder’s journey and the problem that started the business.
- A customer problem you solved, with a real example.
- A useful insight or number from your work.
- A partnership, award or new hire.
A simple structure
- A short, specific headline that says what happened.
- An opening paragraph that covers who, what, when, where and why.
- The problem your business addresses.
- What is new or different about your solution.
- Proof: numbers, customers or results you can back up.
- A quote from the founder.
- A short note about the company and how to reach you.
Style rules that keep it credible
- Write in the third person, like a news report.
- Prefer facts to adjectives. Show the result instead of calling yourself the best.
- Avoid words like “leading”, “revolutionary” or “world-class” unless you can prove them.
- Keep paragraphs short, two or three sentences each.
- Explain any technical term the first time you use it.
Check before you publish
- Names, titles and spellings are correct.
- Every number can be backed up.
- You have permission to name customers or partners.
- Your website link and contact details are right.
Or let editors write it
If you would rather not write it yourself, our senior editors will. You share the facts, review the draft and ask for changes until you are happy. See how it works.