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Jak napsat PR článek v 5 krocích

PR článek je mocný nástroj, kterým byste měli potěšit obě strany. Čtenáře i klienta, který vám PR článek zadal jako úkol. PR článek umožní, aby se o službách či zboží vašeho klienta dovědělo co nejvíce lidí. Navíc se díky vašemu článku dozví i mnoho dalších užitečných informací. Z toho tedy plyne, že článek by měl mít přidanou hodnotu.

 

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Psát článek o ničem a vložit do něj odkazy by nebylo moc přínosné. Mimo to zpětné odkazy v článku, jsou rovněž efektivní pro SEO, což pomůže danému e-shopu, webu či jinému portálu, kam budete odkazovat. A jak takový PR článek napsat?

Tiskové zprávy je web, kde můžete publikovat vaše tiskové zprávy

Nadpisy a podnadpisy

Důležité je samozřejmě vědět, o čem chcete psát. Podle toho se pak odvíjí nadpis, který by měl být poutavý a lákavý. Nadpisy a podnadpisy totiž čte až 5x více lidí než samotný text. Tudíž na nadpisech a podnadpisech si dejte záležet. Pokud budete v nadpisu čtenáři slibovat nějaké výhody, pak je určitě vyjmenujte. Nikdy nepište poutavý nadpis a nudný text, který neprozradí to, co slibujete.

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Odstavce

Odstavec pod nadpisem musí rozšířit myšlenku nadpisu – musí tedy obsahovat to, co nadpis slíbil. Je-li text pod nadpisem zcela mimo mísu, čtenář odejde. První odstavec by měl mít několik vět. Nesmí být příliš krátký, ale ani ne dlouhý. Pokud by byl dlouhý, rozdělte jej na odstavce dva. Je všeobecně známo, že vidí-li čtenář dlouhý slitý text, odchází. Totéž platí o textu, který následuje pod podnadpisy.

Klíčová slova

Klíčová slova je nutné umístit do článku rovnoměrně. Nebylo by moc vhodné umísťovat dva odkazy do jednoho odstavce. Kolik odkazů z článku povede, si určí většinou klient a jedná se o jeden až čtyři odkazy. Záleží také na délce článku. Ten se pohybuje nejčastěji v délce 1 normostrana. Klíčová slova je vhodné i zvýraznit (třeba tučně).

Seznamy s odrážkami

Výhodou seznamů s odrážkami je, že jsou stručné, přehledné a čtenář se neztrácí v záplavě výhod, ale má je pěkně na očích. Navíc jsou vedle poutavých podnadpisů to, co čtenáře na stránkách udrží.

  1. Ať už nabízíte službu nebo produkt
  2. Výhody, které z toho plynou
  3. Cenová relace
  4. Seznam příslušenství
  5. Další nabídky

CTA – Call to action (výzva k akci)

Někteří klienti nechtějí, abyste toto vůbec zmínili. Chtějí, aby se článek tvářil co nejméně, jako reklama. Aby splynul s klasickými články. V tomto případě klient ani tak neřeší momentální prodej zboží či služby, jako SEO – lepší pozici ve vyhledávači. A tak si vystačí s klíčovými slovy a odkazy.

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Ovšem někteří klienti naopak chtějí, abyste vyzvali čtenáře k akci – registraci, nákupu a jiné akci. Tudíž klidně můžete do textu zakomponovat přímý odkaz a doporučení či registrační formulář, ale aby to mělo úspěch, je nutné čtenáři sdělit, jaké výhody mu z toho plynou a vzbudit v něm důvěru

 

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