Products for the PR manager's customers: journalists.
Creating press material is an art. Not because it is particularly beautiful. It’s not. But because it is content that is tailor-made for the purpose of convincing a single target group: journalists.
In PR, you don’t create the news article. You deliver a base text that contains the information journalists require to acknowledge the news-worthiness of the topic and to write their own version.
To get coverage, your story has to be relevant to them. And that means your focus should be on both product and corporate information, which you want to present in a way that highlights the relevance of your offer to the media audiences.
Because journalists do research and, like consumers, they will use search engines and social media to look for information on your brand. The more hits they get, the higher your relevance.
That includes online news / online press releases, cornerstone website content, social media posts, reviews, and factual information from others.
Create a headline that gets their attention. A headline they can integrate in their own headline. Give them pictures and graphics they can work with.
And above all, you need to identify every bit of information that could be interesting to media: hard facts, data, market environment and your potentials, and the USPs of your products or services.
And you need to wrap it up as a story, with the right story-angle for the journalists you want to approach.