Most PR pros have experienced that sinking feeling: You’ve just hit send on an important press release or program document, only to realize it has a glaring and completely avoidable error in it.
Honest mistakes are bound to happen from time to time, but some writing slip-ups are too common, and they simply create bad PR for PR people.
We’ve flagged a few here, in the hopes that avoiding them could save you an embarrassing mistake.
1. Misused apostrophes. Using “it’s” (the contraction for “it is”) instead of “its” (the possessive) is basic, yet it somehow happens all the time. Keep an eye on apostrophes to avoid an inexcusable grammar mistake, as in: they’re and their (or there), who’s and whose or you’re and your.
2. To “Comprise.” Since “comprise” means “to consist of,” it’s never OK to say “comprised of.” The word is so commonly misused—and by prominent people in communications who should know better—that I fear the incorrect usage will slowly make its way into the lexicon.