The paper presented is aimed at systematization of language tools used in the English-speaking PR discourse. The given topic of the study is mainly devoted to the problem of improving of such a functional aspect of language as informing. According to the authors of the paper, the category of effectiveness is seen as a key factor in the implementation of professional activities in the field of advertising and PR. The paper carries out a pragmalinguistic analysis of a recent interview by Tim Cook, CEO of Apple inc. The results of the analysis done lead to the conclusion that the effectiveness of communication is built on the skillful variation of linguistic tools and the possibility of a text author to combine elements of a different nature, level and style while communicating. The results of this research can be practically tested in English classes as well as be implemented in the academic courses on the basics of communication theory.