Fourth, simplify, clarify, aim. In writing, the simpler the better. The whole point in PR writing as opposed to legal briefs is you want the audience to understand what you're doing and why. That means no shop talk or jargon, but rather common, everyday words. That's particularly true in writing for the Web, where big words and high-falootin' language are simply malodorous.
Clarity means being specific.
People need specifics examples, illustrations, anecdotes, numbers, facts and figures. These should appear prominently in PR writing. Good PR writing isn't gene-splicing. But it does require forethought and effort. Winston Churchill often apologized before making a long speech.