Synchronicity: Writing Style
Writing is a tricky piece of work. Public relations professionals, for the most part, make their living writing, so it goes without saying that style is everything.
In context of this blog, “style” is really how you write consistently and thoughtfully for outward-facing communications, as in press releases, media advisories, social media posts and speeches that may be posted online before or after an event.
We all know grammar and punctuation should be on-point at every turn, but how you write - your style - is critical. Why is style so important? Mainly, it’s a matter of consistency. Here are a few basic writing styles and tips for all public relations pros, public information officers, new-to-communications and anyone writing for reader consumption outside the company, agency or group.
AP Style: For those with a journalism background, this should be very familiar. AP Style is the universal style of writing across news mediums - newspapers, blogs, long-form articles, etc. The consistency is what makes it so great. No matter who is writing the piece, if they use AP Style, it has identical characteristics of the other writers at the publication. This is the style of writing many PR professionals, including Cymbal Public Relations, use for their clients. There are other styles, but AP Style is the most common and practical public relations professionals writing for publication.
Stylized for the business: At any company, state agency or PR firm, there are stylized forms of writing. For example, they may choose to capitalize titles whether they are used as a formal title or as a modifier. For example: Bobbi Cussins, owner, Cymbal Public Relations and stylized could be Bobbi Cussins, Owner, Cymbal Public Relations. If a company wants a specific style to their writing, the creation of an internal style guide should be a priority to ensure consistency across writers and company divisions.
Serial comma or Oxford comma: The serial comma is quite possibly the most challenging piece of writing style. One PR person may love that extra comma - you know, the Oxford comma - and another may use it reluctantly and only as a means to create clarity in a complex sentence (count this PR person among the latter). But, if you use it, use it consistently. In short, an Oxford comma should generally be used to separate a more complicated string of items that may be mixed up or misread without it. Lawyers often use the serial comma and a recent story explains why, but that doesn’t mean the average writer should use it. Either way, use it consistently or in defined circumstances. Read about the Oxford comma here.
Headlines: To capitalize or not? As a journalist by trade, I was taught by my professors, and in the news business itself, to always write my headlines as follows: Big announcement to be made on wildfire funding. However, I have worked in companies that don’t follow that rule and capitalize: Big Announcement to be Made on Wildfire Funding. Either way is fine, but pick your style and stick with it.
There is much more to writing within a specific style, but the one takeaway should be to pick your style - created or standard - and stick to it. Consistency will pay off with a standardized look and feel of your work products.
If you need support with your public relations efforts, reach out to Cymbal Public Relations at hello@cymbalpr.com. We’d be happy to help secure media opportunities, prepare you for upcoming media interviews and work alongside you and your team to capitalize on your media exposure.