Do Your Own PR - The Pocket Essential Guide by Richard Milton

Author:Richard Milton [Milton, Richard]
Language: eng
Format: epub
Tags: Business, Finance
ISBN: 9781904048275
Publisher: Pocket Essentials
Published: 2007-03-31T23:00:00+00:00

As I start to leaf through the press pack, my heart sinks as I realise that the pages and pages of press background and news release are incomprehensible, full of jargon and contain an announcement whose meaning and importance I can only guess at.

Companies seem to feel that the greatest sin they can commit in communicating with the press is to insult their intelligence by underestimating the extent of their knowledge of the industry or market concerned. But it is a far greater crime against plain English to deliberately make your meaning obscure when, with the same amount of trouble, you could have made it clear. Some journalists may be vain, arrogant and egotistical creatures, and may well pride themselves on their intimate technical knowledge of the industry they cover, but no journalist could ever be insulted by plain English.

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