PR articles should have original content. They must not be copied, even with some passages. The duplicate content is well recognized by the search engine. It is also inconsistent with information and media ethics. The content must therefore be unique, and from nowhere written or copied.
The content should be modified to suit both search engines and readers. If we adapted PR articles mainly to search engines, the content would be torrid and uninteresting. Readers want to read the lyrics. However, these texts are also made for reference, so a compromise must be made.
The readers only have interesting, unique, and readable texts. PR articles are primarily for readers and customers. And we must adapt it to their form and content. Awkward expressions and unbowed keywords look worse than natural text that no one would have thought is a promotion.