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For a language that has had a history of relative flexibility compared to its European cousins, English has a body of native speakers today that is particularly pedantic about the language’s “proper” use. Unlike French and Spanish with their language academies that have the last word on whether a word or a definition is in our out, English, even formal and business English, has long been governed by loose convention and negotiation by different groups of speakers coming together, and has grown and developed through novel use on the ground. For this reason, English is an incredibly powerful and flexible language, and we should count ourselves lucky we have it at our disposal. Dictionaries have lent themselves to a degree of formalization, and we have come a long way since my ancestor Granville Swift recorded the burial locations of his Gold Rush treasure with such creative spellings as “1 tin box & 1 Little Bottle Boath in the saim hoal,” but writing English is still very much a personal affair that is renegotiated and reconstructed every day.
Much of the debate among the pedants comes down to whether linguistic conventions are (or should be) prescriptive or descriptive. People come down violently in one camp or the other, alternately suggesting that our language is going to the dogs and we must do all we can to preserve it in its “classical” form, or that we are stodgily trying to keep it from changing, which will inevitably lead to language becoming ineffective at its job: facilitating communication.
Whichever perspective you take, as communicators we must be aware that word choice, spelling, and grammar are more than just rules we have to follow to not look silly. They have an aesthetic quality in themselves that conveys meaning above and beyond the meaning of words, and these choices can have a big influence on how readers hear our messages. In pitching stories effectively, setting the right tone in as little space as possible can make the difference between catching a journalist’s attention and being passed over, and requires meticulous attention to every aspect of language that can convey meaning, both about the message and about the speaker. These are some things I’ve found particularly important to pay attention to:
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People have pet peeves about language — PR folks know that journalists are no exception to this. When in doubt, use standard conventions that avoid pushing anyone’s buttons. If you use any idioms or phrases you’re not sure about, check into them first (do not say “nip it in the butt,” it’s “nip it in the bud.”)
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Do your research not only on content, but on style — From mommy blogs to the New Yorker, the style and tone of English writing varies immensely in publications that PR people work with these days. No longer can we rely on a standard business style to carry the day for everything; spelling, grammar, and usage must be tailored to every situation, just like story concepts are, and it’s OK to depart from what you think is technically correct if you have a good reason.
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Be helpful and culturally aware when working with foreign editors — If you’re providing content to an English-language outlet in Egypt, know that they probably use British English spelling and prefer to avoid colloquialisms. Being aware of these details goes a long way to building rapport.
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Be helpful and culturally aware when working with niche publications — You might lose credibility with the editor of Flow Control if you don’t follow the technical conventions for discussing hydrodynamics, but you’ll probably bore a travel writer covering waterfalls if you bring it up at all. Flex to the conventions of the people you work with.
The bottom line: being a dynamic and effective communicator today means a lot more than getting things technically right; it means being flexible and aware, and utilizing the entire spectrum of styles and conventions available. Embrace the flourishing English tradition of richness, diversity, and personal style to your advantage. In laissez faire English, you’re only wrong if you can’t be understood or you do something to put someone off. So nip your faux pas in the butt! I mean bud.