Grammer Tips
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
Grammer Tips - To learn more about this author, visit John Durning's Website.
Like this article? Share it with your friends
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
Grammer Tips - To learn more about this author, visit John Durning's Website.
Like this article? Share it with your friends
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 Grammer Tips
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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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