PR articles should take the form and content stylized and optimized with respect to both readers and search engines. Their goal is not only to attract readers, but also serve as a source of backlinks. Backlinks bring new leads and customers to the web, but they are also judged by search engine robots.
Both form and text should be formed with respect to certain rules. Very important is the first paragraph of the text, which should be sufficiently captivate, and compel the reader to read further. PR articles are primarily used to attract the interest of a product, brand, service, or company. Bring new leads to your site.
Among the public or amateurs, there is sometimes a belief that keywords should be as much as possible in the text. But that will not succeed. PR Articles with many key recurring words will not be captured by anyone, they will be machine-made and unnatural.