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Business communication includes public relations communications such as press releases and bylined articles. The basic rules of business communication remains the same across all these types of documents: know your audience, be factual, avoid unsubstantiated claims, and limit industry jargon and buzzwords. If you don't think you can describe your product or service in an unbiased way that is easily understandable to the uneducated consumer, it might be worth your while to hire someone who can.