It still amazes me, even after knowing this for a long time now, but not having had the balls to say it, how many so-called 'PRs' and 'communication specialists' get away with charging an inordinate amount of money to do what are just the very basic simple skills for me as a journalist.
In other words, these PRs/Comms experts? churn out pages-long, flowery and vague, unnecessary, copy without getting the message across in an accurate, yet interesting and lively way.
They often create an opening paragraph (and don't even mention the crappy headlines) which is boring and ignores the actual 'hook' of the story. They then go on to ramble about unnecessary details, which bog the message down into a uninspiring mess of long-winded vocabulary.
Journalism is the equivalent, in the simplest terms, of shouting some information across the street to a friend, or in a quick catch-up phone call. There you are, that is it: It's quick, it's informative and it's actually interesting.
Because I know how to do this in words - for any publication, and on any subject - getting the exact results for clients with any needs whatsoever, I can guarantee I top any so-called, over-paid and over-rated PR or Communications 'specialist' in every way possible.
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