Frontline Perspectives

At MarketSense and MarketEffect, we keep a copy standards manual for every client. We reference these standards whenever we write and refer to them while proofing, to make sure we stay consistent in our messaging. Beyond grammar and spelling, we check for things like hyphen and comma usage, trademarks and special phrasing around products and services. Whenever a client doesn’t have a preference on a particular style issue, we defer to the AP Stylebook.

You probably have a staff member who does the same thing for your communications (if you don’t, you should!), and therefore you might think you don’t need to worry about actual manuals. But chances are, you write at least some of your own e-mails, blog posts, tweets and business letters. Do you know your organization’s standards? Would an editor find any inconsistencies in your writing?

Copy standards don’t just matter for your print pieces, like brochures, data sheets and e-newsletters. They’re equally important in your day-to-day communications of all kinds. That’s because these shorter, less formal exchanges are your opportunity to “talk your brand,” often on a personal and more impactful level. For that reason, it’s a good idea to keep your copy standards handy. Make sure every manager, executive and communicator has a copy. At the very least, tack up a list of common mistakes you want to avoid in your writing — the things spell check won’t catch.

For example, did you know that in April 2010 the AP Stylebook made “website” the standard spelling of the word? (Did you even know that the AP standard used to be “Web site”?) This is one of those changes that will fly under your radar if you aren’t tuned in to the world of communication standards. But if your organization typically follows the AP Stylebook, you should probably make sure you’ve updated the spelling in your e-mail signatures, press releases, calls to action and other references.

But whatever spelling you use, at least be consistent. Consistency really is the key to your credibility. That’s true whether you follow the AP Stylebook, The Chicago Manual of Style or your own set of guidelines. Pick a set of rules, and stick with it. If you like serial commas (the ones that come immediately before a conjunction), use them every time. If you prefer the word “email” without the hyphen and “internet” with a lowercase “I,” go for it — but use the same spelling in every instance. And who knows, maybe the guidebooks will follow suit someday.

Got a suggestion for the 2011 AP Stylebook? Make it here. You’ll find serial commas, “email” and “internet” already on the list, but there’s always room for more ideas!