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Buy purchase

Home residence

Hire employ

Try endeavor

Total aggregate

Duty, task responsibility

Gather, collect accumulate

Enough sufficient

Test experiment

Able efficient

Save economize

Building edifice

Improve ameliorate

More complex words can be used if the target audience is well educated. Also, if the target audience is professionals in a field such as law, education, science or engineering, the standard for word choice is different. Educators, for example, often seem to like elaborate expressions.

assignment – назначение

brevity – краткость

Gauge - размер


    1. Find English equivalents:

определить содержание и структуру, составить план, сократить текст, предпочтительный, в области чего-либо

    1. Give synonyms:

Outline, concern, assignment, short, to modify, readily, key

    1. Give antonyms:

Believable, brief, to improve, complicated, desired, in order, necessary

    1. Answer the questions:

1. What should a public relations writer think over before beginning any writing assignment?

2. What should an outline include?

3. What can improve the rhythm of the material?

4. What is the usual length of a typical paragraph?

5. What do writers often forget?

6. Which words are more understandable: Anglo-Saxon or derived?

7. When can more complex words be used?

8. Who seems to like elaborate expressions?

    1. Develop the following statement:

Your writing must fit your audience.

Errors in your writing will brand you as careless, unprofessional and inconsiderate of your audience. Professional writing requires attention to detail and repeated review of your draft to catch all potential errors.

Gobbledygook and jargon are often seen in news releases about high-tech products, giving the uninitiated reader a baffling message.

Gobbledygook consists of ponderous words and phrases that obscure simple ideas. Jargon consists of words that are known almost exclusively to insiders.

Some examples: A “four on the floor” is a four speed hand shifted automobile transmission. A “no show” is a person who fails to use a ticket for an event or a trip.

The subject and the words that modify it often become separated in a sentence causing some confusion as to what exactly is being discussed. Here are some examples from actual news releases. The proposed budget provides salary increases for faculty and staff performing at a satisfactory level of two percent. The New Mexico Correctional Faculty in Grants is scheduling a Christmas Party for children and grandchildren of inmates under 15.

A good dictionary serves not only to check spelling but also to verify the meaning of a word. Common mistakes involve the usage of “it’s” and “its”, “their ” and “there”, “effect” and “affect”, “presume” and “assume”, etc.

Another gross error in writing is the use of redundant words. It is not necessary to use the word “totally” to modify a word like “destroyed” or “completely” to modify “demolished”. A lot of writers also say that something is “somewhat” or “very” unique. “Unique”, by definition, means one of a kind; either something is unique or it isn’t.

Like redundancies, excessive words impede understanding and readability. People can digest a few figures but not a mass statistics. Use numbers sparingly in your writing. It’s better to give a readily understood comparison than a massive number. For example, you could say that 250 million kgs of garbage are produced in our country every day, but it would be more effective to express that 10 kgs per citizen. Check your Math. The price of something can go up more than 100%, but it can never go down more than 100%. You can ruin the credibility and believability of your message by using exaggerated words and phrases. Companies often describe their products as “first of its kind”, “unique”, and even “revolutionary”, which tends raise suspicion among media gatekeepers as well as readers. The following words are often overused: leading, enhanced, unique, significant, solution, integrated, powerful, innovative, advanced, high-performance and sophisticated.

inconsiderate – незначительный

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Читайте в этой же книге: Control of impact | Types of Public Relations Advertising | Regard; desirable; sound; important; applicable; favourable; competence | The Public Relations Writer |
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To tailor information - приспосабливать, подгонять информацию| Generic - характерный

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