How to create pr-texts
If you are going to write a good PR-text, first of all, determine for yourself whether it will be intended for reading or listening to the target audience. The fact is that the features of writing texts for oral messages differ from the texts for reading. If your text is for an oral message, first of all take care of the brevity and clarity of its suggestions.
In texts written for listening, never use long compound sentences. Otherwise, your audience will simply forget where the message was started and not be able to understand it clearly. The second important point for oral communications is that you should "hook" the interest of the listener from the first two phrases. With an oral presentation, your audience will have only one opportunity to understand your message. Therefore, if the first two proposals seem to her boring and empty, all your efforts will be lost in vain. The necessary information simply does not reach its consumer.
In messages intended for visual perception, you can use longer and more complex sentences. The reader will simply look through the entire text and make a general impression of him. However, keep in mind that in a written communication it is much easier to detect errors and inconsistencies in the information provided to existing facts. Therefore, when writing a PR-article for the media, a press release or a news report, carefully check all the figures and data that you are using.
Regardless of whether you are preparing the text for an oral presentation or for a printed publication, you should remember I. Babel's golden rule: "No more than one idea and no more than one image in one sentence". A good sentence should include a little more than a subject, a predicate and an addition. Short, very specific proposals provide clarity of perception and speed of presentation of the plot.
If you are preparing a large 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 cause the reader to feel discouraged and uncomfortable, and you absolutely do not need it. Perfect paragraph for the perception is three or four sentences. This volume is quite enough to express a certain idea, but not enough to tire the audience.
While writing a text, do not forget about naturalness. Do not try to put the material in a particularly refined literary language, write as you say. This makes a good impression and causes the audience's confidence. Do not neglect the emotional component in your texts. 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.