How to Choose the Right Type of Content for Specific Purposes

19 mins read

Depending on the chosen goal and objectives, it is necessary to use different types of content. The PRNEWS.IO service offers an overview of formats that will help you present your product to customers, position your brand on the market, and form a personal image.

Press release

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

What are the features?

The determining factor in the effectiveness of a press release is an informational occasion. An informational occasion always tells about the event. If there is no event, create it to write about it. Yes, that’s also possible.

The press release must be important to the audience of the chosen publication. The wider the circle of people who are potentially interested in this topic, the better. No interest – no readers – no sales.

The press release should also be relevant: if the event happened two months ago, the newsbreak is hopelessly “stale”. Unfortunately.

The press release has a standard structure:

  • title;
  • a lead paragraph;
  • text;
  • quotes;
  • information about the company;
  • contacts.

The optimal amount of text is 2000-2500 characters. The ideal press release fits on 1 page: in case you need to print it.

For what purpose to use?

It is used for relations with the editors and the public – informing about current events, changes in the company, and the release of new products. This is a tool for creating a positive informational background around the brand.

How to prepare?

According to the principle of an inverted pyramid: the most important thing is in the title, a little more detail is in the lead paragraph, and all the details are revealed in the main part.

It is necessary to communicate concrete facts, without using meaningless templates for the sake of text length. The text is dominated by active verbs, the subject of the action is needed, for example: “The plant launched a new workshop.” Calls to action or open advertising are not allowed.

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

Where does your material appear?

It is usually posted under the heading Press Releases, Company News. Press release headlines are often not published in the main news feed.


What are the features?

News is material with relevant information that is important for many people. Unlike a press release, it is aimed at a wide range of readers of news portals and should be of political, economic, and social interest to them.

For what purpose to use?

When the editors of the selected publication will not write their own material and are ready to publish your news as it is – if it is worthy of public attention.

Posting news instead of a press release makes sense when the “shelf life” of the event is short: if the newsbreak becomes outdated by the time journalists write an article based on the press release.

News is an excellent PR tool for a well-known company or public figure, if the events around them may be of interest to the general public. Such publications help to increase brand awareness and create a positive information background.

How to prepare?

The principle of writing can be used the same as for a press release – an inverted pyramid. The structure of the news is similar – heading, a lead paragraph, text, and quotes. But instead of a reference about the company, you can give a background – previous events on the same topic.

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

News is a direct communication with a wide audience of readers. Its text should be simple and accessible. If in a press release you can use narrow-profile terms that are understandable to journalists and editors of thematic media, then complex terminology should be avoided in a news publication.

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

Where does your material appear?

Your story will be added to the main news feed.

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What are the features?

An article is an analytical genre that involves the study of a chosen topic. The purpose of the material is to analyze facts, events, and processes in order to determine the patterns underlying them.

For what purpose to use?

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

  • presentation of a new product or user manual;
  • answers to popular questions;
  • formulating the problem and suggesting ways to solve it;
  • comparing your product with competitors.
  • Feature articles are a great tool for positioning a company as an expert in the market.

How to prepare?

If we approach the issue in a simplified way, the article is written according to the following scheme:

  • presentation of the main thesis (description of the problem);
  • a list of arguments that proves or refutes the thesis;
  • conclusions.

The most important thing in the article is informativeness and benefit for the reader. The text of the article should include specific facts, their analysis, and conclusions based on these data.

If other information materials must be neutral and objective, then the article can express the personal position of the author. The rule of good form in this case is the separation of facts and opinions, as well as the indication of authorship.

An important nuance: one article – one topic. If the topic is too extensive, it is better to break the material into several articles.

The article is quite large. The volume of this text starts from 5000 characters and can reach the size of a long read – several tens of thousands of characters.

A popular type of article is case studies. They also have features.

Where does your material appear?

Your post is likely to appear on the publication’s home page and general feed.

Read more:


What are the features?

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

For what purpose to use?

Case studies help to increase the credibility of the company and demonstrate its experience and capabilities. It’s a way to both brag about accomplishments and gain a reputation as an expert.

Cases can tell not only about success stories but also about failures. In such cases, it is not the fact of failure that matters – after all, everyone faces them – but how you reacted to it and what conclusions you drew.

How to prepare?

This type of article must include:

  • conditions of the task – the goal pursued;
  • actions taken;
  • result;
  • conclusions.

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

Contributor Post

A contributor post is material that will be published by a contributor on a major publication, like Forbes, HBR, Business Insider, or Mashable.
A contributor is a person who gives you a chance to be featured in famous papers. As with any method, this one has its benefits and drawbacks.

What are the features?

  • Inability to influence the style and manner of storytelling. An author listens to you, finds some details and information about the services and early years of company development, and puts it in his or her own words on paper. Because the article is a native advertisement rather than a direct advertisement, writers usually know what facts and information they can include.
  • Possibility of removal. It means that sometimes these articles may be deleted. You can work with a contributor, but there is a chance that the materials can be disallowed for publicity. Example: the Huffington Post closed its contributor program
  • Personal relationship. By hiring guest writers, you rely on their knowledge and skills to tell the readers about your company’s positive sides.
  • The contributor does not own the website and therefore cannot influence what is published.
  • The conditions, prices, and terms of this posting may vary.
  • Editors can add other links to the article.

*If you want guaranteed publication with clear terms of placement, please choose media that allows direct submission to the editors.

For what purpose to use?

You will not be allowed to advertise your company, services, or products directly in the column. Still, you can easily name your brand, mention a second name of the owner, and, most importantly, convey the desired message to your target audience. Though nobody can guarantee an increase in sales after your article is published, the customers can still find it on the Internet when looking for your company and will be intrigued.

How to prepare? is an agency where you may cooperate with contributors to post articles in various major publications. The rules for cooperation are simple, but you may apply for around-the-clock customer support to avoid a bad impression if any problems arise.

Sending news to editors of news agencies and industry portals through is possible from anywhere in the world and requires a few simple steps:

  • Complete registration and create a personal account.
  • Select the required news site.
  • Pay the cost of placing PR materials.
  • Upload the press release.

Where does your material appear?

In Forbes, they are called contributors and are published in the Opinions section.

Read more: From HBR to Mashable: Publish Guest Posts on Major Publications with the Help of Contributors


What are the features?

The format of the interview involves questions and answers. Although such material is more often devoted to one topic, it can discuss several topics at the same time.

Basically, an interview is documentation of a conversation. Unlike other materials that require objectivity, the interview itself is subjective: it represents the opinion of the interlocutor.

For what purpose to use?

Interviews are the perfect solution for the PR of a public person. It allows you to reveal interesting details of a person’s personality. Unlike an article, an interview can address several topics at once – for example, talk about the approach to work and professional skills of the interviewee, and then switch to his family and personal life.

How to prepare?

Typically, an interview is a recording of a live conversation, so the author of the text prepares questions in advance to cover the chosen topic. It is worth considering the opportunity to develop the discussion in a different direction if the interlocutor unexpectedly voices unknown facts that may change the topic of the interview.

The author of the text who is interviewing also acts as a moderator, setting the tone of the conversation. To display the voiced information in the most complete way, the text includes both the questions of the interviewer and the answers of the interviewee.

Example: Sasha Stoltz about PR for artists: Interview with PR expert


What are the features?

Overview – a presentation of the features, benefits, and ways to use a product or service.

For what purpose to use?

Detailed reviews inspire more trust among users. This type of material is suitable for launching and promoting a new product.

How to prepare?

A review is a detailed description of a product, usually outlined in a specific way. A review usually consists of the following parts:

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

It is customary to confirm any statement in the review with concrete facts. As they say, proofs come first.


The webmaster will add a link to your website or a mention of your company within an existing article on their site. 

What are the features?

When PR professionals and agencies first approached a prospect, they would make a variety of claims. Words like storytelling (which is in my bio as well), reputation management, crisis communication, and brand communication are commonly used.

Yet, there is only one thing by which the results are judged by any client as of now.

It is the number of media mentions about the brand, the people, the products, and the services of the client organization.  

In every review, be it of a month or a quarter, the only question is: how much coverage was achieved by the PR professional? All else is just detail, not an outcome.

For what purpose to use?

Mention refers to the right relevant mention of branded keywords, which helps the user correlate the references with any brand and hence further help in building a reputation.

PR mentions are important for the following reasons:

  • The frequency and reach of “PR mentions” for the brand help build correlation and recall for the brand and its products and services.
  • PR mentions give a digital signal to search engines. More mentions from high authority sites are always better for boosting search engine rankings.
  • It helps build inbound traffic online and offline. The likelihood of people reading the mention increases as the number of mentions increases, as does the likelihood of them searching for website information or making offline inquiries.
  • Contextual mentions help build a strong, relevant perception of a brand.

How to prepare?

You should provide the link, anchor text, and a short sentence edit if required. You may recommend the URL for the link insertion or let the webmaster find one for you


Use different types of content for different purposes:

  • An event has occurred that will be of interest to thematic media – issue a press release.
  • The newsbreak is on fire, and the event is interesting to the general public – publish the news.
  • If you need to confirm the status of an expert in the market and increase the credibility of the company, write an analytical article.
  • If you want to brag about your achievements or draw conclusions after a failure, prepare a case.
  • You need PR for a public person – conduct an interview.
  • Promote a new product – make a review.

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

Alex Nigmatulin

Chief Marketing Officer - PRNEWS.IO. Coordinating sales and marketing for more than 10 years (with interruptions for product design, getting the team together and partner management).

I went along with B2Blogger | PRNEWS.IO from the blog with press releases to the global marketplace of sponsored posts and native ads.

Believes that only useful advertising will survive.

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