The Media Coach is often asked if we run courses for business writing and the short answer is yes we do. [See more in the last paragraph]. The enquiry normally stems from deep frustration of someone senior who has just read a paper or report from someone more junior and thought ‘what did they teach them at school!’.
I am a stream-of-consciousness writer for whom grammar and spelling do not come easily. One of my colleagues at BBC Look East once said to me: ‘You are very unusual. Most people who can’t spell don’t care. You can’t spell but at least you care!’ I think this was a sort of weak compliment. Anyway, I have put a lot of work into it over the years but I am still deeply insecure about my spelling and grammar. Reuters, where I worked later in my career, had a very good ‘two sets of eyes’ rule and this is one I impose throughout the Media Coach, yet I know mistakes still get through.
I may be an inaccurate writer but I am not someone who struggles to put words on the page. I have always been able to write and write fast. But if you are not like that, what advice can we give? Well, here below, are the Media Coach tips for both sets of writing problems: how to get started and how to check and check again.
Have a plan
Sounds obvious but you cannot write a document – whether a press release or a white paper – without a clear understanding of the business purpose of the document. This involves identifying the audience and the objective.
Pay heed to the structure
Structures are not blindingly obvious, whatever anyone tells you. Most business documents have an established style. If you are being asked to write a type of document that is new to you, you need to find out what is expected. Find other examples and analyse the sections. Ask if there is a template. It is much easier to get started if you have clear chapter headings.
Start writing – even if you think it is rubbish
Everyone knows it is easier to correct, polish and hone once you have something to work with. Don’t expect to get it right first time but just get something down on screen. When the time is right for a natural break, walk away and come back to it with fresh eyes. Rewrite, tweak or reuse paragraphs of your original in a different order.
Read it for sense
Once you are nearly done on a short document or have a substantial amount written on your long document, read it through for sense. It is always most effective if you do this aloud. Ask yourself: will your audience be able to follow the thread of the argument? This is crucial. Put your most self-critical hat on and ask: is it clear? Can you use less jargon? Can you substitute less formal language? Perhaps fewer words or more words, shorter sentences, fewer sub-clauses, etc. The writing must flow logically from one paragraph to the next.
Read it to check grammar and spelling
Always best done after a break. Reading for sense and reading for grammar and spelling are to my mind two different things. This time you are looking for missed apostrophes (its instead of it’s), commonly mistaken words (there instead of their), missing commas, etc. Check the spelling of all names even if you think you know: is it Hilary Clinton or Hillary Clinton?
Ask someone else to read it
For me essential, but may not always be practical.
Sort out the layout
Not worth doing this earlier but at this stage you are checking the fonts are right, that the margins are the same and that the style is the same throughout. If you have made changes, you may have mucked up the layout or the sense. Check it again.
I fear there will be people who have worked with me guffawing into their Chablis to see me write this. But I have sweated over how to write better most of my adult life, so I feel I am entitled now to give a few pointers from my experience.
You will be relieved to hear that I don’t run any of the Media Coach writing courses. We leave that to Oliver Wates, a former Reuters reporter, bureau chief and desk editor (the guy who corrected everyone else’s copy). He has been my most patient and tolerant advisor on these things for more than a decade and he can build a fun, interactive course that is designed precisely to meet the needs of your team if you need such a thing. Just drop me an email email@example.com or give us a call if it’s something you would like to discuss.
Meanwhile, if you are struggling to self-educate on these things, here is our suggested reading list.
Economist Style Guide There are lots of style guides, the Times and the Guardian, for example, both do one. All are useful but we particularly like the Economist’s version.
Eats Shoots and Leaves by Lynne Truss is a classic; it’s really a grammar primer but is readable and funny rather than a dry textbook.
The Pyramid Principle by Barbara Minto is maybe a bit old fashioned but I have had it recommended to me a number of times and so include it here. This is all about helping you bring clarity to your writing.
Fowler’s Modern English Usage I have never lived in a house that didn’t have Fowler’s on the bookshelf. Both my parents were journalists and before the internet this is where you checked easily confused words, etc. However, there is nothing in here that you can’t find more easily online in my view and I rarely look at it. But if you don’t know what you don’t know, it might be worth buying cheap and dipping into.
Photo notes: Feature photo from istock, used under creative comms licence. Other photos from pxhere.com
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