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 are different from the texts for reading. If your text is intended for an oral message, first of all take care of the brevity and clarity of its proposals.
In texts for listening, never use long compound sentences. Otherwise, your audience will simply forget what started the message, and will not be able to clearly perceive it. The second important point for oral communications is that you should “hook” the listener's interest from the very first two phrases. With an oral presentation, your audience will have only one opportunity to understand your message. Therefore, if the first two sentences seem boring and empty to her, all your efforts will be wasted. The necessary information simply will not reach its consumer.
In messages designed for visual perception, you can use longer and more complex sentences. The reader simply runs through the eyes of the entire text and will make a general impression about him. However, keep in mind that in a written message it is much easier to find errors and inconsistencies of the stated information with existing facts. Therefore, when writing a PR-article for the media, a press release or a news report, carefully check all the numbers and data with which you operate.
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 bit more than the subject, predicate and addition. Short, very specific sentences provide clarity of perception and speed of presentation of the plot.
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 cause the reader a sense of discouragement and discomfort, but you absolutely do not need it. A perfect paragraph is three to four sentences. This volume is quite enough to express a certain idea, but not enough to tire the audience.
At the time of writing, do not forget about naturalness. No need to try to present the material in any particularly refined literary language, write as you say. It makes a good impression and inspires confidence in the audience. Do not neglect the emotional component in your texts. If only the case does not concern the analytical article, a certain emotionality of the position of the author is always perceived positively and causes a desire to agree with him.