As PR professionals we spend a lot of time learning journalistic techniques and rules to demonstrate to reporters that, even though we may not have a journalism degree, we follow their unparallel dedication to the craft. In Journalism 101, a student begins to learn about AP Style (Associated Press). This is the writing standard to which all journalists adhere to…and you should too.
It is also what public relations professionals should adhere to as well if you want to be taken seriously. Sometimes clients don’t understand why we use Calif. for California instead of the postal abbreviate of CA. AP style is the reason why.
Here are some simple tips to make your news release professional in the eyes of a journalist.
States
- STANDING ALONE: Spell out the names of the 50 U.S. states when they stand alone in textual material.
- EIGHT NOT ABBREVIATED: The names of eight states are never abbreviated in datelines or text: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah.
Titles
- Capitalize formal titles when used immediately before a name. Lowercase formal titles when used alone or in constructions that set them off from a name by commas. (i.e. “…said Shelby Kraus, vice president of public relations.”)
- Use lowercase at all times for terms that are job descriptions rather than formal titles.
Numerals
- Spell out first through ninth when they indicate sequence in time or location: first base, the First Amendment, he was first in line.
- Starting with 10th use figures: she sold 10 pineapples.
Here are a few words to watch when you are writing as well.
- Regardless, not irregardless
- Loose instead of lose
- Preventative vs. preventive
- Expecially vs. especially
- Wary vs. Weary
- Advice vs. Advise
- Assure in lieu of ensure
- Supposedly vs. supposably
- Titled vs. entitled.
You may think it is too much work to follow special rules created by the journalism community, but I have seen editors throw away news releases because they are unprofessional in their mind. To stay on top of the game, you may want to subscribe to the AP Stylebook (a guide to writing like a journalist) online at apstylebook.com.