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PR is telling someone to go to hell in such a way that he'd want go. Somebody said that. Maybe the PR writers of property companies read this somewhere and now they've made it their mission in life to make every single property sound like "a heavenly abode" in an "idyllic location" against the backdrop of "lush greenery and rolling terrain". Girls and boys, nobody's buying it. It's better to just state the specs of the development and hype on the actual amenities and features rather than going on and on in pointless narrative about how living there is going to change your life.
Buyers and investors can think for themselves and being fed this kind of crap is generally insulting. I really would not write like this if I had a choice (aha! ako naman pala ang nagsusulat din LOL), but clients want it that way. Thankfully, not all property developers think alike. There are a few sensible ones who just prefer to talk about the facts, like Globe Asiatique and Ayala Land, even if their products already speak for themselves, they still manage to have something unique and SPECIFIC to say about them. Use GENERIC words in UNUSUAL ways to say SPECIFIC things. Otherwise, you'll end up with an 800-word press release that says nothing at all.
