Grammer tips Less than or fewer? Eldest, oldest? Presently or currently? First ever! Very unique!
Our PR firm has a thing about grammar. Not to say that we are always correct. Just that we try hard to be.
The English language is evolving but there is nothing that detracts from your image more than communications which contain spelling mistakes or obvious grammatical errors. They detract from credibility.
Good grammar is an important part of creating easy to read, informative corporate publications and press releases. Here's a lighthearted look at some simple rules:
Avoid cliches like the plague Don't use no double negatives Who needs rhetorical questions?
Also, always avoid annoying alliteration Be more or less specific One word sentences? Eliminate And don't start a sentence with a conjunction Never use a big word when a diminutive one will suffice Exaggeration is a billion times worse than understatement Be mindful of grammar and spelling pitfalls which can make your press release appear amateur:
Keep it active - where possible, avoid the passive voice. Instead of "It is believed that...", try "I believe...". Not "Your report was read by the manager..." but "The manager read your report."
Apostrophes - many writers fall into the trap of omitting apostrophes where they are required, or placing them where they're not. Billboards, brochures and other publications are rife with examples of plurals with inappropriate apostrophes (for example, tomato's instead of tomatoes on a menu).
Apostrophes denote possession - Bill's ball - or an abbreviation - can't instead of cannot.
Who's and whose - who's is always short for "who is". Whose is a possessive word meaning "of whom". For example "Who's the mechanic you are using?"- "The mechanic whose workshop is on Fourth Street."
Where possible, avoid foreign words and phrases for two reasons. Firstly, you may use them in the wrong context, and secondly, your reader may not understand. Writers who constantly use foreign words and expressions are seen to be trying to show off. For example, replace inter alia with among other, tete a tete with head to head, and prima facie with at first sight.
Avoid excessive use of adjectives and fancy language.
- John Durning, Durning Public Relations, PR & Media Adviser, Christchurch, New Zealand; ph 64-3- 365 2579; email john@durning.co.nz
To learn more about this author, visit John Durning's Website.
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John Durning
(Visit John's Website)
DURNING PR
PUBLIC RELATIONS AND MEDIA ADVISERS
Durning PR was established in 1985 by John
Durning, a Fellow of the Public Relations
Institute of New Zealand.
John Durning, FPRINZ, APR, managing
director.
Double PR industry award winner. Two
decades plus in communications, having
been a newspaper journalist for 10 years,
including five years with The Press before
establishing Durning Public Relations in
1985. A member by examination of the
Public Relations Institute of New Zealand.
Specialty areas: commercial, sport,
industrial, finance sector, tourism,
property.
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