The need for clear and simple writing has never been greater. With email messages flashing through cyberspace and faxes going around the globe, your prose will be translated and interpreted in many cultures and experiences.
If you remember to write in simple language, you can write about the most complex ideas. This is important because the world has become exceedingly complex.
Public relations professionals are called upon to translate complex ideas into simple language. Nothing is simple about many industries PR professionals work in. These industries include nuclear power, pollution chemistry, or petroleum economics. Yet, such issues are becoming more important to the average citizen. Public relations practitioners must be able to explain the implications of government or corporate interferences in these areas and to interpret latest research findings in these industries. Public relations professionals usually use authorities to check the final drafts to be sure the translations are accurate.
Many people demand scientific explanations. If your company is building a chemical plant near a town, you better be able to explain to the people who live there what the plant will do and how its safety system will work.
Conflicting scientific advice also gets into the public agenda, leaving people confused about what to believe or do.
A solution for PR writers of health, disease, and treatment issues is to use a system of getting a diversified panel of experts, internally and externally, to develop a document called a position paper. Position papers then provide a launching pad for all public statements on an issue about a product, service, or project.
And if the public doesn’t ask technical questions directly, newspaper reporters and electronic journalists will. Today, all media deal with more technical subjects in greater detail than ever before. When reporters, freelancers, or bloggers working on such stories don’t understand something, they often go to PR people for explanations.