This is true from the simplest news release writing to the most sophisticated speech writing. Often, the creative answer lies all around you, especially if you've imposed a system that helps you find it. Third, don't be afraid of the draft. After you've answered the pertinent questions and decided on a creative way to express yourself, prepare a rough draft. Again, anybody who has ever had the adventure of reviewing agency news releases understands that most are first drafts.
Verbiage is excessive.
Sentences are circuitous. Imagery is pedestrian. And grammar and even, spelling, are often missing. Public relations writing should be good writing. And that means clarity, cohesiveness, succinctness and simplicity.