When you consider the expanded range of possible forms of communication--e.g. brochures, blogs, wikis, annual reports, videos, podcasts--and importance to the credibility of an organization or individual, it is imperative that they are written not only strategically but also respecting legal, societal, and professional norms. Such scope generally requires more extensive background research and careful thinking before writing. By becoming experts in their subject areas PR writers are better equipped to support their views with fact, and not fiction or exaggeration.

What will be an ideal response?

1. A PR writer crafts a pitch letter with tidbits of information about an upcoming event.
2. The letter travels via the internet to the intended recipient.
3. The recipient is attending a full-day workshop and sees the message during a break, so she is too distracted and busy to respond (noise).
4. That evening while reviewing her email, the recipient responds to the PR writer asking for further information.