Why AP Style Still Matters

There is a very interesting debate going on about the use of AP Style, especially when it comes to the Oxford comma. When is it appropriate to use? What is its purpose? Why does AP Style specifically avoid it? However, the Oxford comma is not the only distinction of AP Style from other forms such as APA, MLA and Chicago Manual. There are differing rules for formatting, capitalization and other grammar nuances.

There are a few reasons why AP Style still matters, despite the digital age and the declining relevancy of physical newspapers. For this post, we’ll focus on the Oxford comma. AP Style avoids the Oxford comma to ensure concise and consistent copy. Whether you are a proponent or opponent of its use, AP Style is essential for public relations (PR) and marketing communications.

Social media campaigns are becoming a common practice in marketing. With the use of graphics taking up several characters on Twitter and LinkedIn, the character limit diminishes quickly. Even though LinkedIn does not specify a character count, the most relevant posts are short and sweet, inviting the reader to click a link or read an article through a shortened URL, usually supplied by bit.ly.

As you probably already know, Twitter limits the character count to 140, meaning every letter, space and punctuation mark matters. Keep it simple; don’t waste space. In addition to this, the media is accustomed to AP Style as well.

Many media contacts will lose interest if press releases are not written in AP Style format. Keep it concise. Titles should be descriptive, and no subtitle is necessary in a press release. Use the appropriate format, and write in AP Style so that the media can use more verbatim quotes from the release. Professionals in this industry know AP Style like the back of their hand. They were taught from the inception of their careers that AP Style dictates grammar usage.

AP Style creates a positive perception because abiding by grammar rules still matters in the digital age. With respect to credibility, professionalism and posterity, the way copy looks on a page is essential to the branding a company shares with its audiences.

Many businesses in the corporate world once enforced the use of AP style, especially in its marketing material. However, the digital age has brought up several questions on whether or not to use a style guide at all.

The truth of the matter is, AP Style is still relevant today. If a company interacts with the media at all, it needs to speak the media’s language.

*Photo credit AP Style

Comma Usage in AP Style

For reference, here is a brief summary of the AP Style guidelines for commas. Note that not all rules are recorded here.

*Disclaimer: some of the verbiage is taken directly from the 2015 AP Style Book.

Commas

In a series of three or more words, never use the Oxford comma before the conjunction. A comma is necessary before the concluding conjunction in a series, however, if an integral element of the series requires a conjunction. Also, use a comma before the concluding conjunction in a complex series of phrases.

Correct: The American flag is red, white and blue.
Incorrect: The American flag is red, white, and blue.
Correct: I had orange juice, toast, and ham and eggs for breakfast. (Ham and eggs – the integral element)
Correct: The main points to consider are whether the athletes are skillful enough to compete, whether they have the stamina to endure the training, and whether they have the proper mental attitude. (Here there are three complex phrases in a series.)

Always use a comma after an introductory phrase or clause.

Correct: Before a tradeshow, make sure you create all promotional materials.
Incorrect: Before a tradeshow make sure you create all promotional materials.

Use a comma if it will separate two independent clauses. As a rule of thumb, use a comma if the subject of each clause is expressly stated.

Correct: I was on my way to work, and I remembered I forgot my laptop.
Incorrect: I was on my way to work and I remembered I forgot my laptop.

Use a comma to separate a series of adjectives equal in rank. If the commas could be replaced by the word without changing its meaning, the adjectives are equal. This only happens when the noun is part of a noun phrase, which is the equivalent of a single noun.

Equal Adjectives: a thoughtful, precise manner
Noun-Phrases, Unequal Adjective: cheap fur coat (fur coat is the noun phrase)

Use a comma to introduce complete one-sentence quotations, but use a colon to introduce quotations including more than one sentence. Use a comma after a full quotation and before the attribution. However, do not use a comma for a partial quotation. Do not use a comma if the quote ends with a question or exclamation point. Commas always go inside quotations when necessary.

Correct: The owner reports, “Writer’s Ink is a great place to work!”
Correct: The owner reports: “Writer’s Ink is a great place to work! It is continuing its growth, and the future is bright.”
Correct: “The company was just awarded an impressive award,” says Ashley Spencer.
Correct: He said the nomination was “an incredible honor that is gratefully appreciated.”
Correct: “What is the award?” asked Iris.

Use a comma to signify a person’s title, hometown, age, etc.

Correct: Ashley Spencer, Sr. Copywriter, scheduled the meeting for later in the week.
Correct: Mr. Antipasto, originally from Italy, knows more than one language.
Correct: John Doe, 43, recently got married to Jane Noe, 40.

About Writer’s Ink:

Founded in 2014 by Brooke Gocklin, formerly Ashley Brooke Spencer, Writer’s Ink Copywriting is a freelance content provider offering copy for website landing pages, brochures, flyers, magazine articles, emails, letters and more. For more information, reach out to brooke@writersinkcopy.com to schedule a consultation.