The PAS formula is a useful script for PR writers.
The PAS formula is simple: start with the problem, move on to agitate, and then offer a solution.
Here we go:
The PAS Formula
Use the PAS Formula Sparingly
We all hate reading unnecessary text to get to whatever solution we want. “Get to the point already,” we think to ourselves.
Wading waist-deep through anecdotes, analogies, context, and disclaimers is tiring.
Getting to the point sometimes seems to be a lost art.
We make a point of delaying the solution to ensure reader engagement. According to theory and online analytics, this seems to be the right path.
The first third of the content connects via a shared pain point.
The second third of the content amplifies these mutual frustrations.
And the last third offers the solution.
“Getting to the point” quickly isn’t without its own set of drawbacks, either.
Fun To Write = Fun To Read
I’ve collaborated with many engineers throughout my PR career, and they typically get straight to the real solution in their writing. Presenting the solution straight-up, without any fuss whatsoever, can also make for rather dull reading.
Readers never consciously ask for it but need stories, analogies, and context.
For me, this is a helpful rule of thumb:
If it’s tedious to write, it’s tedious to read.
The straightforward approach to delaying premature solutions is putting more energy into your written content’s first two-thirds.
Think about it: The solution part could be trite and stale, but it still carries lots of value by being the actual answer to someone’s question. The initial parts of your content have no such value; therefore, they need the most of your attention.
Don’t just race through the PA part if you’re using PAS. Put your heart and soul into making these passages worthy of your reader’s attention.
Make these parts fun to read by making them fun to write.
PR Resource: Drafting
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Communication Skill: Drafting
Drafting, creating, and refining written documents are fundamental communication skills crucial in everyday life. From composing emails and writing reports to crafting personal letters or social media posts, the ability to draft and edit documents ensures clarity, coherence, and effectiveness in conveying messages.
“The first draft of anything is shit.”
— Ernest Hemingway
Many individuals struggle with writing not because they lack ideas but because they underestimate the power of revision. The initial draft is rarely perfect; it’s through revising this draft — transforming it into a second, third, or even fourth draft — that one hones the message, sharpens the language, and strengthens the overall communication.
Developing a habit of drafting and editing allows for exploring ideas, refining thought, and eliminating ambiguity, making the final product more impactful and understood by its intended audience.
To become better at drafting, consider these five tips:
Incorporating these strategies into your writing routine can elevate your drafting skills, leading to clearer, more compelling, and more effective written communication in every aspect of your life.
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