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英语公关稿是为了便利媒体以新闻的样式为客户撰写的广告,这种跨界属性决定了它既要客观提供事实和信息,又要隐性地完成宣传和说服。为了融合新闻和广告这两种功能,英语公关稿的写作既须依循英语硬新闻的写作要求,又须有意识地应用态度转变研究成果。任何一方面的偏颇都可能造成可信度缺失或可读性下降。平衡是成功演绎这两种功能的关键。
English PR is to facilitate the media to write ads in the style of news, this cross-border nature of the decision it is necessary to objectively provide facts and information, but also to implicitly complete the publicity and persuasion. In order to integrate the two functions of news and advertisement, the writing of English PR must follow the writing requirements of English hard news and must consciously apply the attitude to change the research results. Biases on either side can result in loss of confidence or readability. Balance is the key to successfully deducing these two functions.