All PR professionals have to write texts of messages from time to time to interact with the public. These can be special media articles, press and news releases, public speaking speeches for important people, and much more. And all experienced PR people are well aware that such texts have their own specifics, which noticeably distinguish them from ordinary media materials. They are always created taking into account a number of rules that every PR specialist should know.
Instructions
Step 1
If you are going to write good PR copy, first of all, determine for yourself whether it will be intended for reading or listening by the target audience. The fact is that the peculiarities of writing texts for oral messages differ from texts for reading. If your text is intended for oral communication, first of all, take care of the brevity and clarity of its sentences.
Step 2
Never use long, complex sentences in listening texts. Otherwise, your audience will simply forget where the message was started and will not be able to clearly perceive it. The second important point for oral communication is that you must "catch" the listener's interest from the first two phrases. When verbally presented, your audience will only have one opportunity to understand your message. Therefore, if the first two sentences seem boring and meaningless to her, all your efforts will be wasted. The necessary information simply will not reach its consumer.
Step 3
In messages intended for visual perception, you can use longer and more complex sentences. The reader will simply skim through the entire text and make a general impression of it. However, keep in mind that it is much easier to find errors and inconsistencies of the information presented in the written message with the existing facts. Therefore, when writing a PR article for the media, press release or news report, carefully check all the numbers and data that you operate on.
Step 4
Regardless of whether you are preparing a text for an oral presentation or for a printed publication, you should remember the golden rule of I. Babel: "No more than one idea and no more than one image in one sentence." A good sentence should include a little more than the subject, verb, and object. Short, very specific sentences provide clarity and speed of storytelling.
Step 5
If you are preparing a voluminous text (a large article for the media, an analytical report, an image interview, etc.), be sure to follow the length of paragraphs and paragraphs. Too long paragraphs will make the reader feel discouraged and uncomfortable, and you don't need it at all. An ideal paragraph for perception is three or four sentences. This volume is enough to express a certain idea, but not enough to tire the audience.
Step 6
Remember to keep it natural when writing. There is no need to try to present the material in some particularly refined literary language, write as you speak. It makes a good impression and builds the trust of the audience. Don't neglect the emotional component in your writing. Unless the matter concerns an analytical article, a certain emotionality of the author's position is always perceived positively and causes a desire to agree with him.
