Recently, a client suggested they write an article that we send out.
We
gently said “no”, citing "AP Style" as the bottom line for
credibility from journalists and for getting releases published.
While
knowing how to use words accurately is important, “AP Style” also is shorthand
for a specific type of logic: One thought per sentence with each sentence
adding to the sequence.
We
often see phrases in sentences that don’t move the action forward or worse,
open up a raft of “wormy” questions that never get answered.
When
on the final draft of a very short PSA, someone wanted to add that the
spokesperson had been helped by the organization.
While
this was a good idea, it was completely different PSA.
For
that, you had to say what the spokesperson was doing before as well as what
they are doing now to show a change.
You
also needed to show how or why that help made a difference.
To
“write” clearly and succinctly, you need to think like a journalist: follow
each thought to its logical conclusion, including all the implications.
For
more information, please visit Dell Richards Publicity at www.dellrichards.com.
Posts
