AP style makes a release easier for many newsrooms to read and edit, but it is not a substitute for a newsworthy, accurate announcement. Rules also change. An older PR checklist may tell writers to spell out 'percent' in every case, while AP's 2019 update allowed the % sign in most cases. Check a current AP Stylebook entry when a detail matters and follow the recipient newsroom's house style if it differs.
Dates and times
In the lead, make the announcement's date distinct from the event date. If a release says a product launches 'today,' it may become misleading when republished tomorrow. An exact date often ages better.
01
Avoid ordinal endings
Write 'Sept. 24,' not 'September 24th.' AP abbreviates certain month names when paired with a date, but spells out others such as March, April, May, June, and July.
02
Keep times readable
Use '9 a.m.' rather than '9:00 AM' when minutes add nothing. Include a time zone for a release sent across regions, and verify the actual local time.
Titles, names, and numbers
01
Job titles
Do not capitalize an ordinary role after a person's name simply to make it look important. 'Jordan Lee, chief operating officer' is different from a formal title used immediately before a name. Verify the person's preferred name and actual title.
02
Numerals
AP commonly spells out one through nine in ordinary prose and uses numerals for 10 and above, with many category-specific exceptions. Ages, measurements, headlines, and sequence labels need their own check.
03
Percentages
Do not rely on a pre-2019 rule that 'percent' must always be written out. AP allows the % sign in most cases; make sure the underlying calculation and comparison period are correct.
Punctuation and attribution
AP generally omits the serial comma in a simple series, but clarity wins when omission could confuse the reader. A comma choice rarely decides whether a reporter covers a story; unsupported claims and missing facts matter much more.
Attribute quotes to real, authorized speakers and preserve their meaning. Do not invent a customer quotation or an executive endorsement to make a release feel complete. Identify the source of statistics and link to a methodology where readers can examine it.
The final PR edit
A style guide creates consistency; a careful verification process creates credibility. When those two goals conflict, never change a verified quotation or factual detail just to satisfy a mechanical rule without checking with the speaker or editor.
- Read the headline and first paragraph without the rest of the release: do they say what happened?
- Check each name, title, date, number, location, quote, and link against its source.
- Remove promotional superlatives that cannot be substantiated.
- Confirm the media contact can respond when the release goes out.
- Run a current style check after the factual check, not in place of it.