What is AP Style and Why Does it Matter?
By Nathan Johnson

In reviewing material that will be submitted to the media, there are a few simple things to remember. Aside from being clear, concise, accurate and readable, there’s one thing to do that automatically puts a company in the good graces of reporters – use AP style.

So, what’s AP style? It’s short for Associated Press style, and, just like the name suggests, it’s the style of writing used by the Associated Press in its articles. AP writers use it because their stories are published all over the country/world in a variety of outlets, and they need a consistent style. Over time, newspapers and other outlets around the country have adopted that consistent style, which is, of course, why you should be using it in your written communications.

If you send a news release to the media, it has probably been crafted in such a way that it has all of your messages exactly how you want them. You don’t want someone to change what has been written if they don’t have to change it. So, don’t give them a reason to change it. Use exactly the same kind of style they’d use. This removes roadblocks for the journalist reader and increases your chances of getting your news out the way you want it to be seen.

So, what makes AP style unique?

There are a lot of rules, and, to be most effective, you’ll want to get an up-to-date AP style manual. You can pick one up at your local bookstore or order one online. Of course, some key items include using only one space after a period instead of two, limiting the use of capital letters and citing executive titles in a consistent fashion.

As background, AP rules were established before the use of word processors, when space was at a premium. That means that if something could be reduced in size (one space instead of two), then the best plan was to reduce it. That left more room for advertising in the paper. Many of the AP style rules flow from that “limited space” idea.

Are AP style rules nitpicky? Yes. They are. Will a vice president of business development be upset when she sees her title in lowercase letters in a news release? She might be, but if her title falls after her name, that’s the rule, and the reporter who receives the news release will appreciate not having to rewrite portions of it.

Hypothetically, let’s say an editor is faced with room for only one story but holds two press releases in his hands. Given the option between the two press releases that are, for all intents and purposes, equally newsworthy, he’s more likely to choose the one that will require less work to standardize. Removing extra spaces, reworking titles or eliminating other non-AP elements can be time-consuming for the media, and time is not a luxury for editors on deadline.

It’s all about writing to have a better chance of getting your news published the way you want it to look. That’s why it’s generally a good idea to have the writing handled by someone familiar with AP style. It might require a bit of compromise on how things are written, but if it’s the difference between getting ink or getting tossed in the trash/delete file, the smart PR or marketing executive will choose AP style every time.

E-mail the author: Nathan Johnson

Click here to e-mail this article to a friend.

Archived Articles