He Said It

“The best PR people use language that is clear and concrete,” says Gordon Hard, senior editor, Consumer Reports. “Their copy is also very brief. They don’t have to decorate or support it with a lot of extras. With emails for example — they get to the point and the leads aren’t buried halfway down the screen. They put what’s new and different right up top. Again, it comes down to brevity and lack of hyperbole.”

- Excerpted from Bulldog Reporter’s Journalists Speak Out section.

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