PR articles should definitely not be just a free-to-use painting of empty phrases and repeating words. A properly written article should captivate, and provoke a desire to learn more, purchase a product, use the service, or at least visit that website.
PR articles are intended to convey interesting and useful information, and to arouse interest in a service or product. This increases demand for services, and website traffic. This traffic is mostly targeted, which is very effective. Lyrics can reach a specific group of visitors.
PR articles are a new and more efficient form of advertising. They can reach even the readers who are already ignoring the classic intrusive advertisement, which is a lot of them everywhere. These texts will take you out of the main advertising stream and get new visitors.