How to Choose the Necessary Content Type for Specific Purposes

12 mins read

According to the chosen goal and objectives, it is necessary to choose different types of content. The PRNEWS.IO service offers an overview of formats that help to present your product to customers, putting the brand on the market and forming a personal specific image.

Press Release

The press release is a message about what happened in the company. This material provides information to editors and journalists.

What are the features?

The defining factor for the effectiveness of the press release—informational cause.

The newsbreak always talks about events. If there is no event, create it to be able to write about it. Yes, it works.

The press release should be important to the audience of the selected edition. The wider the circle of people who are potentially interested in this topic, the better. No interest means no readers and therefore, means no sales.

The press release should also be actual: if the event happened two months ago, the info guide is hopelessly “rotten”. Alas.

The press release has a standard structure:

  • Headline
  • Liner (lead)
  • Text
  • Quotes
  • Certificate about the company
  • Contacts

The optimal text amount—2-2,5 thousand characters. The perfect press release falls on page 1: in case they need to print it.

What is the purpose of use?

For relations with editors and the public. It should be informed about current events, changes in the company and emergence of new products. It is an important tool for creating a positive information background around the brand

How to prepare?

By the principle of an inverted pyramid: the most important thing in the title, a little more details in liner, All details are revealed in the main part.

Reporting specific facts is a must, not using meaningless and ruthless patterns for symbols. The text is dominated by active verbs, and a needed action subject, for example: “The factory launched a new shop”. No calls allowed to action or open advertisements.

The date of events and contacts to communicate with the company are required if journalists want to attend an event or write an article based on a press release.


What are the features?

News is material with relevant information, important to many people. Unlike the press release, oriented to a wide range of readers of news portals and should introduce political, economic, social interest.

What is the purpose of use?

When the editors of the selected publication won’t write their own material and they’re ready to publish your news as it is if it’s worthy of public attention.

Placing news instead of press releases makes sense when the “shelf life” of an event is short: if the information guide is out of date, while journalists write an article based on a press release.

News is a great tool for public relations of a well-known company or a public figure, if the events around them may be of interest to the general public. Such publications contribute to raising brand awareness and creating a positive information background.

How to prepare?

The principle of writing can be the same as for the press release is inverted pyramid. The structure of the news is similar—headline, liner, text, quotes. But instead of a certificate about the company, it is possible to give a background, previous events on the same topic.

Like the press release, the news does not allow advertising, enthusiastic product descriptions.

News is direct communication with a wide audience of readers. Its text should be simple and accessible. If it is possible to use narrow terms in a press release, is it understandable to journalists and editors of thematic media, the publication of news using complicated terminology should be avoided?

The volume of such a material is usually small: from 500 to 2000 characters.


What are the features?

The article is an analytical genre that implies the study of the selected topic. The purpose of the material is to analyze the facts, events, processes and to determine the underlying laws.

What is the purpose of use?

To some extent, this is a universal format. Articles can be used as a means for:

  • presentations of a new product or a user manual;
  • answers to popular questions;
  • formulating the problem and proposing ways to solve it;
  • comparison of your product with competitors.

Thematic articles are an excellent tool for positioning a company as an expert in the market.

How to prepare?

If approaching the question simply, the article is written as follows:

  • presentation of the main thesis (description of the problem);
  • the system of arguments proving or refuting the thesis;
  • findings.

The most important things in the article are informational content and benefits for the reader. The content of the article should include specific facts, their analysis, and conclusions based on these data.

If other informational materials must be neutral and objective, this article may express the personal position of the author. The rule of a good tone, in this case, is considered the separation of facts and opinions, as well as an indication of authorship.

Important nuance: one article—one topic. If the topic is too extensive, the material better is divided into several articles.

The article is pretty big material. The volume of this text starts with 5000 characters and can reach the size of long-read, several dozens of thousands of characters.

Popular type of articles—cases. They also have some features.


What are the features?

A case is a practical example of the actions you implement to achieve certain goals.

What is the purpose of use?

Cases help to increase the credibility of the company and demonstrate its experience and capabilities. This is a way to both boast of achievements and gains a reputation as an expert.

Cases can don’t talk only about success stories, but also about failures. In such cases, the fact of failure is not important after all, it’s all about how to face it, and how you reacted to it, and what conclusions you made.

How to prepare?

This type of articles must include:

  • the task conditions are the pursued goal;
  • performed actions;
  • results;
  • findings

Conclusions—the most important part of the case, regardless of the achievement of the goal.


What are the features?

Interview format implies questions and answers. Although such materials are more often devoted to one topic, they can cover several topics at the same time.

Essentially, the interview is the documentation of the conversation. Unlike other materials requiring objectivity, The interview itself is subjective: it represents the opinion of the interlocutor.

What is the purpose of use?

The interview is the perfect solution for public figures and public relations. It allows you to reveal interesting details of an individual’s personality. Unlike the article, the interview can cover several topics at once. For example, tell about the approach to work and professional skills of the interviewee, and then switch to his family and his privacy.

How to prepare?

Usually, the interview is a recording of a live conversation. Therefore, the author of the text pre-prepares questions to cover the selected topic. It is necessary to provide an opportunity to develop the discussion in a different direction if the interviewee unexpectedly voices unknown facts that may change the topic of the interview.

The author of the text, which interviews, speaks, and moderates and sets the tone of the conversation. To display the voiced information as complete as possible, the text includes both the interviewer’s questions and the respondent’s answers.


What are the features?

Review is a presentation of opportunities, benefits, ways to use a product or service.

What is the purpose of use?

Detailed reviews cause more confidence for the user. This type of material is suitable for launching and promoting a new product.

How to prepare?

An overview is a detailed description of a product, usually is set out according to a specific scheme. Usually, the review consists of the following parts:

  • general product description;
  • characteristics;
  • advantages and disadvantages;
  • personal experience of use (optional);
  • findings.

Any statement in the review is usually confirmed by concrete facts. The proofs are before all.


For different purposes, use different types of content:  

  • There was an event that will interest thematic media—issue a press release.
  • Informational guide glow and the event is interesting to the general public—publish the news.
  • It is necessary to confirm the status of an expert in the market and increase the credibility of the company—write an analytical article.
  • I want to boast of achievements and draw conclusions after the failure—prepare the case.
  • Public relations PR is needed—conduct an interview.
  • Promote a new product—make an overview.

The PRNEWS.IO team will help prepare these materials and distribute them around the world.

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Alexander Serkov

Alexander Serkov is the chief editor of PRNEWS.IO, has been with the company since 2013.

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