Guidelines to Writing Effective Articles

The following are guidelines to help you write articles that are more likely to capture the attention of newspaper and newsletter editors as well as Internet publications.

• Editors and reporters look for information of value or interest to their readers. Generally speaking, new product announcements won't get much attention unless they are:
  • woven into a helpful "how-to" article.
  • connected to a current trend.
  • beneficial to readers, such as new ideas on how to simplify their life, solve a problem, or accomplish a goal or task.
• Include products or services in articles that focus on a human interest angle.
• Develop a creative headline to draw the reader into the body of the article.
• Don't make your product or service the centerpiece of your article. Try to avoid overselling or excessive boasting. Keep the focus on how your product or service can benefit the reader.
• Write articles in the third person, as though an independent reporter was covering the story with quotes from "experts."
• Whenever possible, incorporate quotes from satisfied customers who have used your product or service and gotten unique or exceptional results.
• Include the name of your business and city in which you are located. For example, if you are providing a quote, you may conclude the quote "states John Doe of XYZ in Minneapolis, MN." When appropriate, include limited pricing information about your products/services and a phone number readers can contact for more information. Include your 800 number and website address if you have one.
• Use research, facts, figures, etc. to support your claims.
• Limit your articles to 500 to 1,000 words. Write concisely, be descriptive, but use as few words as possible to convey your message.
• Avoid time-specific articles, except those pertaining to specific holidays or special events such as Mother's Day or Valentine's Day.
• Always include a contact name and number at the end of your article so editors can call for additional verification or information.
• Whenever possible, include a photo or artwork. A high-resolution photo can draw the interest of editors more effectively than words alone. Think of creative ways to illustrate your article. For example:
  • Send photos showing your product or service in use.
  • Consider unusual photos.
  • Use charts and graphs to visually illustrate elements of your article.
  • Include a caption that describes the photo/art and mentions your company name.

Other PR Kit Resources:

• Be Your Own Marketer
• Taking Your Story to the Media
• Key Elements of a Press Release
• Creating a Media List & Sending Your Press Release
• Press Release FAQs
• Guidelines to Writing Effective Articles
• Utilizing AIM radio and TV commercials