Creating a strong PR text is not just about putting together the right information about a client. It is equally important to know who we want to reach, which media outlet the piece will appear in, and what genuinely interests its readers. For us, creating high-quality content therefore starts well before the writing itself. A well-prepared brief and strong source materials are essential, as is a clearly defined target audience. Together with a clear communication objective, these help us choose the right angle. Only then does the actual copywriting begin.

We applied this approach when preparing PR articles for Falkensteiner hotels as well. From the outset, we considered which media outlet we were writing for and what might appeal to its readers. Across lifestyle, business and golf publications, we therefore chose different topics as well as different ways of approaching them. Each of these titles has its own distinctive style and its own way of communicating with readers. Our aim was not to create one universal article, but content that would feel natural and relevant to each specific publication while presenting the client in a subtle and organic way.

THE SAME HOTEL, A DIFFERENT WAY OF TELLING THE STORY

A hotel can simultaneously be a place to relax, enjoy great food, discover a new destination or serve as a base for a golf trip. Which of these stories we chose to highlight depended on the media outlet in question. For lifestyle publications, such as Maminka, we worked with topics such as wellness, gastronomy, travelling with children and memorable experiences. For business media, such as Hospodářské noviny, we focused on current travel trends, while for golf publications such as Golf Digest, we gave more space to the golf course, its character and facilities. The information often came from the same source materials. The difference lay in how we approached it, what we selected and what kind of story we built around it.

COPY AS A BUILDING BLOCK OF PR

Finding the key topic and the right angle is only the first part of the job. The way the text itself is crafted is just as important. We did not want to create advertising copy that simply retells the hotel’s offer and lists its benefits. Our aim was to produce articles that would work as a natural part of the publication’s editorial environment while still giving the client the visibility it needs. That is why, for us, working with copy is not simply “writing”. It is an important and often crucial part of PR, one that can influence not only whether a media outlet chooses to use the content, but also the context in which the client appears.

PR COPY IS NOT ADVERTISING IN DISGUISE

What matters to us most is that an article gives people a genuine reason to read it. It should offer an interesting piece of information, inspiration or a fresh perspective on a topic, while fitting naturally into the environment of the specific media outlet. That is why we always start with the people we are creating the content for. We look at what interests them and what kind of content they expect from the publication.

At the same time, it is just as important to understand what the client wants to communicate. Only when these two sides come together can a text emerge that does not feel like generic advertising while still conveying what matters most for the client. That, in our view, is what good PR copy is all about: finding the right topic and the right way to approach it so that it makes sense both to the reader and to the client.

PHOTO: Canva