9 Media writing skills and characteristics

Writing for the media can be difficult, especially for beginners. Practicing the following skills will help you improve the quality of your work.

Knowledge of AP Style

Most media outlets use AP style—the style established and constantly updated by the Associated Press—as the foundation for basic news and media writing. AP style provides consistency in writing across media outlets and publications. You should purchase the latest edition of the AP stylebook and familiarize yourself with it because you will be required to write in this manner for messages intended for media outlets. The stylebook is available both online and in hard copy. In general, AP style has evolved to ensure that media writing is accurate, impartial, and clear to the audience.

Knowledge of grammar and punctuation

Audiences hold media and strategic communication professionals to a high standard when it comes to knowledge of grammar and punctuation. To assist you in learning how to write for the media, here are a few basic grammar and punctuation rules:

• Use simple sentences that follow the subject, verb, object order (example: Maria attended the press conference).

• Use active, not passive voice. Active voice helps with clarity and concise writing. (Passive voice: The press release was completed by Brian. Active voice: Brian completed the press release.)

• Understand word choice and meaning:
  • affect, effect
  • its, it’s
  • they’re, their, there
  • accept, except

• Be aware of comma uses:
  • Set off modifiers (words or clauses that provide further description)
    The publicist, who works for Ogilvy, arrived late to the meeting.
  • Separate an introductory phrase or word
    While studying, I listened to music.
  • Before a conjunction
    I want to go, but I have to study.
  • When writing a series of items (three or more)
    She bought shoes, food, and a movie.

Watch the video below of Jenny Patton, senior lecturer in the English department at The Ohio State University. She discusses common grammatical errors and tips to improve your writing.