We all know consistency is important for any communications program. Often we focus our efforts on visually unifying our messages, especially from a branding perspective. This attention to design helps build recognition with our audiences, which boosts credibility and trust over time.
I believe it’s just as important to ensure consistency from a style perspective. This focuses our attention not just on what we say, but also on how we say it. Having a unified, standardized style simply and easily resolves common questions, such as:
- When listing items in a series, should we omit the comma before the “and”?
- Should we capitalize job titles? If so, do we always capitalize them, or only if they appear before a person’s name, as in “Chief Executive Officer Bill Smith”?
- When it comes to numbers, when should we use numerals, and when should we spell them out?
Adopting a style guide can resolve all these issues as well as many more. Unifying our communications in this way sends subtle cues that our organization has it together. That means we can be trusted to do things the same way every time, and no detail is too small for our thoughtful attention. So while it may not speak as loudly as design, style can be just as significant from a psychological perspective — especially with those groups we interact with on a regular basis.
If you don’t have a style guide, an easy solution is to adopt an existing one. Many organizations use the Associated Press style guide, which is available in a book format or through an online subscription. Many communication pros will already be familiar with AP style, and outside vendors who support you can easily get on board once they know this is your standard.
AP style works well because it was developed with a journalistic focus on making information easy to read and digest. As corporate communications professionals, this aligns with our goals. It may be a change for your organization, though. One of my favorite examples is acronyms. Many organizations have unofficially adopted the style of following many formal names with the acronym, in parenthesis, on first reference. Then on subsequent references they use only the acronym.
The AP asserts that it’s better not to place acronyms in parenthesis because it slows the reader down, which can cause them to abandon our message. It can also be confusing for some people. Instead, we should use acronyms only if they are easy to recognize on subsequent references — in other words, if they are intuitive enough that they need no introduction. I agree with this advice, which was developed based on a deep understanding of how readers process information.
AP style may not work for your organization in every situation, but it’s a great place to start. You can always adapt it as needed. A best practice is to keep a running list of where you will make exceptions. I recommend creating an abbreviated style guide that you can easily share. Be sure to cover all the common issues — such as how to handle titles, commas, numbers, street addresses, acronyms and the like — along with any areas where you will deviate from AP style. Publish the style guide on your intranet, where anyone within your organization can find it, and make sure vendor partners also have access.
Executives may question style decisions as you work with them to finalize their messages, especially at first. Be prepared to explain that you are following a new standard, with the goal of reaching a level of consistency that will boost credibility and trust with your internal and external audiences. Assure them that style considerations are independent of voice, which can be a bit more individualized to each executive, and tone, which may shift depending on the message and the medium where it will be shared.
Try to direct these conversations away from personal opinions about specifics — “4th” vs. “fourth,” for example. Reiterate that adopting a standardized style reflects an organizational commitment to consistency and professionalism across all communications.
Over time, the need for these discussions will decrease. In most cases your leaders will understand and appreciate your efforts to elevate their message. After all, your job is to help them put their best foot forward every time!
Learn more about AP style by clicking here.
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