Trust me. It’s OK… Sometimes.
I mentioned to a colleague recently that I wanted to write a piece on blowing up our strict adherence to AP Style, and she said, “Oof. That’s another dagger to the heart!”
I get it. I was a newspaper editor for years before moving on to AP headquarters in New York, the holy temple of the stylebook. Even in PR, we’re taught that AP Style is the only thing keeping us out of writing purgatory. AP Style provides structure, especially for inexperienced writers. The rules in the AP Stylebook keep us on the straight and narrow of grammar and clarity. And the truth is, we all need rules to avoid chaos.
But are those rules always better for readers?
If your goal is to write for readers — and it better be — shouldn’t we write in a way that, well, actually connects with them? A wise editor once told me that writing for readers starts at the bar stool – specifically, the guy sitting on the one next to you and the conversation that begins, “Hey, can you believe what I just heard?” That person next to you doesn’t care if you begin the next sentence with a conjunction. He might even think it’s oddly formal if you don’t use contractions.
So, at the risk of putting a dagger in the heart of the purists (and you know who you are) here are some rules we can break (and probably have already.)
🔶CONTRACTIONS🔶
⚫️Rule: Avoid contractions
🔵Breaking it: “We’re excited to launch this initiative,” rather than “We are excited to launch this initiative.”
(Sounds natural, friendly, and conversational.)
🔶SENTENCE FRAGMENTS🔶
⚫️Rule: Write in complete sentences.
🔵Breaking It: “Innovative. Passionate. Driven,” rather than “We are innovative, passionate, and driven.”
(Adds punch and emphasis.)
🔶STARTING SENTENCES WITH CONJUNCTIONS🔶
⚫️Rule: Avoid starting sentences with “But” and almost never start with “And.”
🔵Breaking It: “And our story doesn’t stop there.”
(Creates rhythm and maintains conversational flow.)
🔶NUMBERS🔶
⚫️Rule: SPELL OUT NUMBERS UNDER 10.
🔵Breaking It: “Here are 5 reasons to attend.” rather than “Here are five reasons to attend.”
(Increases visual emphasis and skimmability.)
This is just a start, of course. (And don’t get me started on the Oxford comma – Never acceptable!) And there are times when formal writing is more appropriate. But if our goal is to use writing to forge human connections, why not write like it?
So, what are your favorite Style Rules to break?
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
