ap style: professional writing
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AP Style: Professional Writing. Kevin M. Brett J452 April 9, 2013. Mistakes: Part of Our Culture. “All Politics is Local ” “Who Are You ?” “I Can’t Get No Satisfaction ” “Near Miss” “Untimely Death” . PR Buzzwords. Brand Cloud Corporate Social Responsibility Organic - PowerPoint PPT PresentationTRANSCRIPT
AP Style: Professional Writing
Kevin M. BrettJ452
April 9, 2013
Mistakes: Part of Our Culture• “All Politics is Local”
• “Who Are You?”
• “I Can’t Get No Satisfaction”
• “Near Miss”
• “Untimely Death”
PR Buzzwords
• Brand• Cloud• Corporate Social Responsibility• Organic• Sustainable• Solutions • Thinking Out of the Box• Thought Leadership
Wisdom from the General“If everyone is thinking alike, then somebody isn`t thinking.” General George S. Patton
The Mother of All Run-On Sentences
“Today we are thinking out of the box in leveraging a portfolio of organic, sustainable cloud computing solutions that enhance your company brand, while demonstrating thought leadership and exemplifying your dedication to corporate social responsibility.”
Made to Stick: Simple?• Family Wage Jobs?• Career Path Jobs?
• Amortization of Intangibles (Goodwill)• Paying for an acquired company’s reputation
and brand over time?
Simple: Hard to Achieve• “Positively, Absolutely Overnight• “The Ultimate Driving Machine”• “The Low-Cost Airline”• “The System-on-a-Chip Company”• “Communications, Computer, Consumer”
Why AP Style?• Accepted Writing Style:• Corporate• Agency • Government• Academia
Why Bother?
• Writing Tests
• PR Portfolios
• Writing Samples
• Professionalism
• Seat at the Table?
Common Mistake #1
• Over the fence• Five is more than four• Over the goal line• More than 9,000 attended• Over the last four years or…• During the last four years…
Common Mistake #2• Numbers, Numbers, Numbers• One, two, three, four…• 10-11-12-13-14…• $1 million • Ten-thousand dollars…*• 1-9: Numerals• 10 or above: Digits* Beginning of sentence…
Common Mistake #3• Wrong• 10 a.m. in the morning• 2 p.m. in the afternoon • $10,000 dollars• Right• $4.3 billion• $714 million• $9.4 billion
Common Mistakes #4• Who or Whom?• Complement; Compliment• Complementary• Complimentary• There• Their• They’re• Percent• %
Common Mistakes #5• Capital• Capitol• Affect (Influence)• Effect (Cause)• Between• Either…or• Neither…nor• Among
Common Mistakes #6• “A” modifies consonant sounds• “A one-year term (won-sound)• “A united stand (you-sound)
• “An” modifies vowel sounds• “An energy crisis (en-sound)• “An honorable man (“h” is silent)
Colonoscopies?• The following played quarterback at Oregon in the last
decade: Harrington, Fife, Clemens, Dixon, Masoli, Thomas and Mariota.
• Mariota and De’Anthony Thomas played well in his first bowl game; the offense scored four touchdowns against Kansas State.
General Rules• Sweat the Details• Spelling• Grammar• Style• Flush Left• Paragraphs• Capitalization• Reader(s)?