K.I.S.S.
You have probably heard of the K.I.S.S. principle before. It is an acronym for Keep It Simple, Stupid and it should be one of your mantras when you are doing public relations. When you are making statements to the public, keep it simple! Even if you are giving a very long speech, people will not be able to remember more than three points so stick with that number. Even if you only give three points, you will still have to repeat the points several times to get them to stick.
No matter how simple your statement is, chances are good that it could be simpler still. Try to make it so that you can explain your point to a child. There is an Einstein quote to the effect that you should be able to explain the principles of physics to a barmaid (no offense to barmaids). Try to apply this quote to your statements.
