What an article should look like

Manual for business partners. Applies to PR articles on all Drbna network portals. See also the sample PR article and what we can do (in Czech).

General

1. An article is never written as if Drbna wrote it (no first person).
2. Academic titles and legal forms of companies (s.r.o., a.s. etc.) are generally not used. We also do not use ALL CAPS.
3. The article text must always be sent in an open format (e.g. Word or a plain text document), not as a PDF. Photos must be sent separately, not embedded in Word.

Mandatory structure

An article must always contain at least:

• a headline,
• one main photo,
• a lead paragraph (perex),
• continuous body text.

Headline

1. A concise text carrying the complete message of the article. Maximum length is 80 characters.
2. The headline always contains a verb. No brackets, no more than one comma, and no s.r.o., a.s. etc.
3. The headline does not start with a date or a number, and contains no long numerals.
4. No links or any other formatting in the headline. No full stop at the end. Quotations in the headline are written without quotation marks.

Main photo

1. Size at least 1200 × 700 px, 72 DPI, max. 2 MB. Format is always JPG.
2. No watermark in the main photo; a logo may be part of the photo (e.g. on a building wall or a product).
3. The main photo must not contain artificially added graphics, logos or text — it is always a news-style photograph. Never a flyer or your own graphic design.
4. We recommend landscape orientation.

Gallery below the main photo

1. The article may include 3 to 5 additional photos placed below the main photo. A flyer may be included here (always JPG).

Lead paragraph (perex)

1. The perex is the first paragraph of the article — a short text (usually 2–5 sentences) that introduces the article, attracts attention to the longer text or hints at what the article is about.
2. Recommended length is 250 characters including spaces; maximum length is 400 characters including spaces.
3. No links or direct speech in the perex (no formatting).

Body text

1. The article is always continuous text without bullet points or numbering, in Czech, grammatically and stylistically correct. Bullet points may only complement continuous text.
2. Recommended length is about one standard page, i.e. 1,800 characters including spaces.
3. We recommend breaking the text with subheadings and quotations that catch the reader's attention.
4. The text may contain up to 5 links applied to specific words or images.
5. The text never starts with a date — always with a standard sentence. The article must not read as if written by Drbna (no first person). No academic titles or legal forms of companies.
6. The text may include photos, in a number appropriate to its length.

Tags

1. We recommend preparing your own tags, which help with SEO. The recommended number is 3–5.
2. If no tags are supplied, we generate them automatically.

What we can place in a PR article

Besides continuous text, a PR article on Drbna can include the following elements (all shown in the sample article):

• subheadings and a quotation with its author that break up the text and draw attention,
• an info box presenting a project, company, event or anything else,
• a photo gallery below the main photo (3–5 photos),
• a promo video from YouTube — it must be hosted on your YouTube channel,
• links on specific words or images (up to 5),
• supplementary bullet points — only as a complement to continuous text.

Every PR article on the site is labelled PR článek (PR article) with a link explaining commercial articles on Drbna — this is a statutory duty of the publisher, not grounds for a complaint.