It´s not hype, it´s communication: using public relations techniques to improve your technical messages

Technical communicators are concerned that if they employ public relations (PR) techniques, they somehow compromise their work. They believe PR equates with hype. To those in the field, PR means simply how people relate. Knowing PR techniques gives one a better understanding of human factors and interactions; using the techniques improves the chances for communication to occur. It is concluded that if technical communicators are willing to learn PR techniques, they will gain strong tools to strengthen their messages.<>