Without some rules we're left wallowing in our eccentricities. My advice is to break any rule when you have a better way to do it, just don't break all the rules. Be concise . The overall length of a radio or TV broadcast story is about one-third the length of a print article. Cut every word that doesn't contribute.
Paragraphs are two - five sentences long .
Web paragraphs may be longer, but use paragraph breaks to refresh the eye. You have more latitude on the web, but keep structures simple so ideas are easy to digest. Sentences should usually fall within the 17-word print average. Use present or present perfect tense , if possible. For clarity, use short, familiar words .