John Foster, author of Effective Writing Skills for Public Relations, gives his top tips for ensuring your written work communicates effectively and your message is understood and acted upon.

 

Restrict sentences to 25-30 words. Once you reach the 50-mark you're being long-winded. Allow three or four sentences per paragraph, fewer if you can.  Plain, simple language gets your message over well.  Go for the short word, use the active voice with no -ed/-ing verb endings. Write in the first person (I/we). Put the 'doer' first: Bill wrote the report, not the report was written by Bill.  Explain at first reference what initials mean.

 

Avoid repetition, look for the better, shorter word.  Don't use flowery adjectives and adverbs, particularly in news items. Divide into sections, put long lists as bullet points. Don't begin two sentences the same way, avoid the/a sentence-starts. Write with nouns and verbs, avoid qualifiers. Use the full stop liberally: it’s your best friend.

 

Look out for tautology, or repeating yourself, with phrases like a pair of twins, and  the adworld's favourite, free gift.  Avoid clichés, worn-out catchphrases, redundant words. Strike out level playing field, winning hearts and minds, divide up. Simple rule: if you've heard it before and think it's clever, don't write it. Same goes for meaningless jargon.

 

Make verb agree with subject.  Should it be who or whom, which or that? Are the tenses right? Use 'doing' verbs, preferably single syllable ones. Say go, not proceed. You can use some nouns as verbs, insert the occasional verbless sentence. It's a myth to say you cannot start with and or but, end with a preposition. But don't overdo it.

 

Use commas sparingly:  three in a sentence are probably one too many. Don't put apostrophes in plurals of abbreviations (MPs) or in any plural noun unless possessive; use for elisions (I'm/let's), for possessives and for plurals of single letters (A's/B's). Use colons to introduce quotes and to amplify or explain something, semis are best for lists.  Avoid exclamation marks;  hyphens are for two words read together. Don't use for dashes. Punctuate for crisp, clear copy.

 

Release time

Is it news? Put main facts in opening paragraph. Say who, why, where, when. Keep short. Restrict quotes to about 20 words. Write a snappy heading to 'sell' the story. Don't underline or put any part in a different type style. Include full contact information. Put releases  on your website archive list.

 

If you can't read it there's no point in writing it. For double column formats restrict line widths to 40-50 characters (including spaces), up to 75-80 for type across the page.  Introduce inter-line spacing, sub headings, draw-down quotes,  illustrations. Never permit long slabs of unrelieved 'grey' typematter.  Choose a serif typeface.  Don¹t specify type smaller than 10pt. Creative headings keep the reader reading.

 

Don't over-rely on your computer spellcheck. The spelling might be right, but the word wrong. Licence/practice (nouns) for license/practise (verbs), principal (main) for principle (fundamental truth)  are typical errors. One-word or two-word forms: decide for ever (for always) or forever (continually).

 

You're writing for the reader, not to show how clever you are. Know your audience.  Adopt a friendly, warm and caring tone. Keep it bright, to the point.  Decide on capitals, whether  your organisation is singular or plural.  Ensure consistent style.

 

Is it accurate? Does day of the week match  date? Names spelt correctly? Figures right?   Breached copyright rules? Anything libellous? Any vital fact missing? Have good dictionary and A-Z thesaurus handy. Cut, revise.  Only then hit the print / send keys.