Foster J. Effective Writing Skills for Public Relations

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Appendix 1

Subject: That part of the sentence which usually comes first and governs

the verb, often defined as the ‘doer’ of the verbal action. See entry above

for sentence.

Syllable: Unit of pronunciation; a word or part of a word uttered with a

single pulse of the voice and usually containing one vowel sound with or

without consonant(s) preceding or following it. Pro/nun/ci/a/tion has five

syllables.

Synonym: A word or phrase having the same meaning (or virtually the

same) as another. Some synonyms for care are (nouns) anxiety, caution,

charge, burden; (verbs) be anxious, be disposed, have regard.

Tense: A form taken by the verb in a sentence to indicate the time at which

the action is viewed as occurring. Past (something that has happened),

present (is happening) and future (will happen) tenses. In media usage,

present tenses can refer to the past (PRO resigns).

Third person: Denotes the person or persons spoken or written about as

distinct from the addressee, speaker or writer (he, him, they, theirs, etc).

Verb: The core of a sentence or clause, the ‘doing’ or ‘action’ word. Major

types are transitive, intransitive, auxiliary. Using a transitive verb, the

meaning passes from subject to the object of the sentence (he built the

house); using an intransitive verb the meaning is complete without the

addition of an object (she laughs). Auxiliary verbs form tenses, moods and

voices of other verbs (be, do, have) and modals (may, might, etc). Verbless,

or incomplete, sentences are common in sports commentaries and in

broadcasting (And now the news). Also a growing trend among newspaper

columnists.

Voice: Mode of inflecting verbs as being active or passive (the cat ate the

food; the food was eaten by the cat).

Vowels: Letters of the alphabet producing simple vocal sound by contin-

uous passage of breath (a, e, i, o, u). All English words contain at least one

vowel.

Note: Source material for Appendices 1 and 2 has been drawn largely

from the 1994 edition of the Oxford Dictionary of English Grammar and from

the 1974 edition of the Concise Oxford Dictionary by permission of the

Oxford University Press.

LOOKALIKES: DIFFERENCES AND

DISTINCTIONS

Many pairs of words look and sound alike, but some are exact opposites,

while others have different shades of meaning. Get them wrong and you

could have a verbal disaster on your hands: at best an embarrassing tele-

phone call to rectify what is really meant, at worst a press release or print

job that has to be corrected and reissued. Here are some of them.

Adaption/adaptation: While both mean the same thing, adaptation is

preferred. Adaption is eventually expected to supplant adaptation which

is slowly on the way out.

Adverse/averse: Close in meaning. Adverse suggests being hostile or

contrary to somebody or something, while averse means being opposed

or disinclined to do something.

Adviser/advisor: Both spellings acceptable, but most style guides recom-

mend -er. The -or variant has a pretentious, self-important ring to it.

Appendix 2: Confusing

pairs of words

246

Alternate/alternative: Alternate as a verb means interchanging one thing

with another; as a noun it means things of two kinds coming one after the

other. Alternative as an adjective means offering choice between two

things; as a noun denotes an option to choose between two or more

things.

Biennial/biannual: Biennial means once every two years, biannual twice a

year or, if preferred, twice yearly. Similarly, bimonthly means every two

months, not twice a month. With this pair, it is often better to write it out

in full rather than risk ambiguity.

Brochure/pamphlet: A brochure is normally taken to mean a wire-stitched

or square-backed, illustrated colour-printed production used for

promoting an organisation’s products, services or activities. There is little

difference between a pamphlet, usually just a folded sheet produced in

larger numbers at low cost, and a leaflet.

Complement(ary)/compliment(ary): The former means completing,

supplying a deficiency, two or more things complementing each other; the

latter an expression of regard or praise as in ‘with compliments’.

Compose/comprise: Compose means to constitute, to form or make up a list

by putting two or more things or parts together; comprise means to

include or contain the items on the list.

Continual/continuous: A close pair. Continual means frequently happening

and without cessation, again and again; continuous means joined

together, or going on non-stop without interruption.

Counsel/council: Counsel is usually taken to mean giving advice to

someone; council is a body of people or an authority.

Delusion/illusion: A delusion denotes a false idea, impression or belief as a

symptom of insanity, someone who is genuinely convinced of what is not

the case (a delusion of grandeur); an illusion denotes a false impression as to

the true nature of an object, a misapprehension of a true state of affairs (an

optical illusion).

Depreciate/deprecate: Depreciate is to make or become lower in value;

deprecate means to express disapproval of something or someone.

Derisive/derisory: Derisive means mocking, scoffing; derisory equals

ridiculous, laughingly inefficient.

Disinterested/uninterested: The former suggests impartial or unbiased

while the latter means indifference. Most writers prefer to write ‘lack of

interest’ rather than disinterested.

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Appendix 2

Effect/affect: Effect means to accomplish something; affect means to have

an influence upon something. The difficulty is compounded by the fact

that both can be used as nouns and verb, although affect is more

commonly used as a verb and effect as a noun.

Especial(ly)/special(ly): Little difference. Especial the adjective now

replaced by special without much trouble; especially/specially the

adverbs expected to survive in contexts where in particular, or even more is

meant.

Flout/flaunt: To flout means to violate a rule, show a contemptuous disre-

gard; to flaunt means to show off, to make an ostentatious or defiant

display.

For ever/forever: For ever (two words) is for always; forever means contin-

ually.

Forgo/forego: To forgo is to abstain from or do without; to forego is to

precede in place or time.

Fortuitious/fortunate: Fortuitous means by accident or chance; fortunate

equals lucky.

Imply/infer: To imply is to hint or state something; to infer is to draw a

conclusion from what has been implied. A useful rule to remember is that

the writer or speaker implies, while the reader or listener infers.

Inapt/inept: The former means not apt or unsuitable, the latter unskilful.

Less/fewer: The distinction between these words is often lost: less goes with

singular ‘mass’ nouns (population/difficulty) while fewer with numbers

or quantities capable of being counted or listed (people/things).

Loaning/lending: The verb to loan is an Americanism gaining ground here.

Mainly associated with large sums and works of art (he loaned the party a

million pounds but he lent me a fiver). To lend is a verb, but loan is used

principally as a noun: he is making me a loan.

Magazine/journal: Both are periodicals, but a journal is usually the more

serious, professional publication, like the CIPR’s magazine, Profile.

Masterful/masterly: Masterful means domineering, wilful; masterly means

executed with superior skill.

Militate/mitigate: To militate against something is to have a significant

effect against it; to mitigate is to create conditions for reducing the

severity of something.

Number/amount: These two words are very close in definition, but be care -

ful to distinguish between them: the distinction is whether they go with

‘count’ or ‘mass’ nouns, as in the number of releases sent out compared

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Appendix 2

with the amount of work in writing them. As in this example, number is

usually constructed with a plural.

Practical/practicable: Practical (suitable for use) and practicable (able to be

done). What, for example, is practical is to email several news releases

before the office closes, but not necessarily practicable in that there may

not be the staff to do it.

Refute/deny: Both verbs dispute the truthfulness of a statement; deny says

it is false, refute proves that it is.

Regretfully/regrettably: The former means an expression of regret, the latter

something to be regretted, unwelcome, worthy of reproof.

Scotch/Scottish: Scotch is for whisky made in Scotland (-ey for varieties

made in Ireland and the United States); Scottish for those from north of

the Border.

That/which: Again close and often interchangeable pronouns. The impor-

tant distinction between them is that which can never refer to people. That

defines as in ‘the PR firm that was formed’, while which describes as in

‘the PR firm, which was formed in 1990, is still operating profitably’. The

careful observer will note that which usually follows a comma, while that

doesn’t need one before it.

Under/underneath: While there is a slim distinction between them, the

simplest way to show it is to write underneath meaning ‘directly covered

by’ while under means below or beneath. A sentence can end with under-

neath far more easily than it can with under.

Note: Further examples of confusing pairs will be found in the Oxford

A–Z of English Usage.

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Appendix 2

INFORMATION TECHNOLOGY

ADSL: Asymmetric Digital Subscriber Line, a new modem technology,

converts existing twisted-pair telephone lines into access paths for multi-

media and high-speed data communications.

Bluetooth: Short-range (10–100 metres) digital communication without

connection by cables or wires.

Broadband: Communication network carrying a large amount of data,

including voice and visual information.

Byte: Unit of measurement of digital data.

CD ROM: Stands for Compact Disc Read Only Memory.

CD RW: CD rewritable. CDs that can be recorded over and over again.

Convergence: Combining personal computers, telecommunications and

television.

Domain name: Name of an internet website, or web address, the URL

(uniform resource locator).

Download: Transfer of data from computer to computer, ie from internet to

PC.

Appendix 3: Glossary

and jargon buster

250

DVD: Once stood for Digital Versatile Disc but now does not stand for

anything. Popular way to view movies, giving higher quality picture and

sound than video.

etailing: Electronic shopping or teleshopping using programmes within

television schedules.

Ethernet: Name of local area network and accompanying technical specifi-

cations and products.

FAQ(s): Frequently asked question(s).

Freeware: Software that can be downloaded or distributed free of charge

although under copyright.

FTP: File Transfer Protocol. Means of transmitting via the internet or local

area network from computer to computer.

GIF: Graphics Interchange Format.

HTML: HyperText Markup Language. For creating a document on the

internet.

HTTP: HyperText Transfer Protocol. Means of sending web pages across

the internet.

ISDN: Integrated Services Digital Network. For speedy transfer of digi-

tised information by digital lines. Ideal for transferring graphics and text

and fast downloading of internet files.

ISP: Internet Service Provider. Examples: Freeserve, AOL.

Java: Computer language.

Link: Takes the user from one point on a website to another.

Log-on: Synonym for going online, or connecting to the internet or to a

network operating system.

Megabyte: MB (abbr). Unit of data storage (a million bytes).

Multimedia: Combination of computerised data from, eg audio, video,

text, CD ROM.

Netiquette: From internet and etiquette – a standard code: eg, no messages

in capitals, users should check with FAQs before asking a question.

Newsgroup: Discussion group on the internet.

Online: Being connected to the internet.

Portal: Term for a website used as a ‘gateway’ or starting point for those

planning to enter the internet.

RAM: Random Access Memory measured in Megabytes (MB). Used to

store data and details of programmes currently being run.

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Appendix 3

Server: Powerful computer storing digitised information for websites and

emails.

Shareware: Software sent through the internet free of charge or included on

CD ROM disc distributed free with printed publications. Can also be

downloaded from the internet.

Smiley: Also called an emoticon, a contraction of emotion and icon.

Smileys are read sideways: eg :-) for smiling, :-( for sad.

STB: Set-top box. Enables an ordinary TV set to receive cable, and all

digital transmissions.

Upload: Reverse of download. Transfer data from PC to internet website,

another PC or server or to wide area network.

URL: Uniform Resource Locator. The address of a website.

Voice recognition: Technology that permits copy to be voice-recognised and

set in type.

WAP: Wireless Application Protocol. Connects a mobile phone to the

internet. Hence WAP phones.

Webcam: Miniature, low-cost camera mounted on top of a TV set or

computer monitor to capture images for digital transmission.

Useful sites for unravelling web jargon

Webactive: www.webactivemagazine.co.uk/interactive/jargonbuster

The ABCe site also has a jargon buster: www.abce.org.uk

PRINTING AND PUBLISHING

Author’s: Corrections to copy after it has been set in type; usually charged

extra.

Bleed: When images, usually illustrations, extend beyond the trimmed

edge of a sheet; allowance must be made for this when sizing

photographs to be bled off the page.

Crosshead: Small heading placed in text, to liven the page (and fill space).

Display type: Type used for headings, in larger size than text.

Draw-down quote: Significant phrase or statement from a quote used

within the page as a heading. Useful for filling space and enhancing look

of the page.

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Appendix 3

Halftone: Printing term for continuous tone artwork such as a photograph;

reproduces as series of dots of various sizes.

JPEG: Joint Photographic Experts Group (jpeg for short). A format for

graphics computer files.

Lower case: Small characters of a typeface, abbreviated to l.c.

Makeup: Arrangement of type and illustrations on a page.

Measure: Width of typesetting, or line length, usually expressed in ems or

picas (one em = 0.166044 in).

Moiré (pattern): When halftone images, usually photographs, are printed

over one another, a moiré pattern can occur through different screen

angles used; can occur, for example, if a newspaper photograph is

screened for use in a magazine which uses paper needing a different

screen angle.

OCR: Optical Character Recognition. The scanning of text for subsequent

typesetting.

Overlay: Transparent covering for artwork for instructions or corrections

to avoid spoiling original images.

Overset: More text set in type than is needed for a given space.

Page proof: Proof of a page for OK before printing.

PDF: Portable Document Format (usually shown as pdf).

Point (size): Printer’s unit of measurement, used principally for desig-

nating type sizes. There are 12 points to a pica, approximately 72 points to

the inch; 1pt = 0.013837 in or 0.351 mm.

Printer’s error: Mistake by the printer. Should not be charged to the

customer.

Progressives: Progressive proofs, sometimes called progs, made from sepa-

rate plates in colour work, showing the sequence of printing and the

result after the application of each colour.

Ragged left: In typesetting, where the left-hand edge is ragged and the

right-hand edge is aligned.

Ragged right: Reverse of ragged left: here the type is aligned on the left.

Ream: Five hundred sheets of paper. Paper for short-run work is normally

bought by the ream.

ment with one another they are said to be in register.

ROP: Run of Paper. Material printed in a magazine or newspaper as part

of the main text.

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Appendix 3

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Appendix 3

Running head: A title repeated at the top of each page of a magazine or

book.

Serif: Short lines at the ends of main letter characters in some typefaces.

Typefaces without them are sans serif types.

Set-off: This occurs when the ink of a printed sheet rubs off and marks the

next sheet.

Showthrough: Where the printing on one side of the sheet shows through

to the other side.

Sidebar: Panel of text, usually in colour or white reversed out of black,

alongside feature article giving supporting detail or illustrations.

Small caps: Small capital letters, about the same size as lower case charac-

ters.

Stock: Another word for paper or printing material. Also called substrate.

Subhead: Inferior to main headline.

Transpose: When a letter, word or line is exchanged in position for another.

Trapping: Where a wet ink film is printed over a previously printed ink, or

where dry ink is used over a wet ink. When the colour is held then trap-

ping has occurred.

Web press: Printing press which prints on reels of paper, as used in long-

run newspaper and magazine printing.

INVESTOR RELATIONS

All-Share Index: The FTSE All-Share Index consists of the FTSE-

100, FTSE-250 and FTSE Small Cap Indices. The companies it comprises

account for over 98 per cent of the UK’s total market capitalisation.

Authorised share capital: The amount of capital a company can raise in

shares at any given time.

Bear market: The description given to the market when share prices overall

are going down.

Bed and breakfast: A term used when a share is sold on one day and bought

back the next.

Bull market: The situation when there is optimism that share prices will

rise and continue rising. People are sometimes said to be ‘bullish’ about a

continuing upward trend in prices.

Debenture: A fixed-rate bond stock secured against a company’s assets.