How to structure a great article 21 May 2007Posted by Catriona Pollard in PR tips.
• Identify a problem, give a solution
• Suggest a new approach
• Develop the pool of knowledge on a subject
• Describe the lessons learnt from a project/transaction/ruling/issue and their applications to other areas
• Conflict the majority view or “perceived wisdom” Chronological
• Give the “inside” story – new information about an already well known event, activity or undertaking.
Your article can generally be improved by using another source. Your article is about showcasing you and your firm’s competency/brilliance. It has a lot more authority if your customer or client is saying this, and is an active part of the story. If your new product/service is brilliant, get a client, buyer or user to say it.