AP Style: What It Is and Why It Matters

What Is AP Style?

Associated Press (AP) style is the gold standard for journalistic writing and is defined by the AP Stylebook, which serves as the definitive guide for news writing across media outlets worldwide. First published in 1953, the AP Stylebook has evolved into a comprehensive resource that provides journalists, PR professionals, and content creators with consistent guidelines for grammar, punctuation, capitalization, abbreviation, and word usage. The AP Stylebook is updated annually to reflect changes in language and cultural context, with the primary goal of ensuring clarity, accuracy, and conciseness in written communication. Unlike academic style guides such as MLA, APA, or Chicago, AP style was specifically developed for media communications and prioritizes brevity while maintaining precision.

Table of Contents

When to Use AP Style

AP style is the preferred format for:

• Press releases: When communicating news to journalists, using their preferred style increases the likelihood of coverage
• Media kits: Materials provided to journalists should follow the style they’re accustomed to using
• News articles: News organizations typically adhere to AP style for consistency
• Public-facing business communications: Many corporate websites and external communications adopt AP style
• Public relations materials: Any content intended for media distribution
• Blog posts and digital content: Many digital publications adopt AP style for its clarity and readability

While AP style is not typically required for internal business documents, academic papers, or creative writing, its principles of clarity and conciseness benefit any form of written communication.

Basic AP Style Rules Every Small Business Should Know

Third-Person Writing

AP style requires consistent use of third-person perspective. Avoid using pronouns like “I,” “we,” or “you” in your press release. Instead of “We are excited to announce our new product,” write “Company X announced its new product today.”

Numbers

Numbers can be particularly tricky in AP style:

• Spell out numbers one through nine; use figures for 10 and above
• Always use figures for measurements, ages, and specific times (3 miles, 8-year-old child, 4 p.m.)
• For distances, spell out numbers below 10 miles, use figures for 10 and above
• Use the word “percent” instead of the % symbol (25 percent, not 25%)
• Never begin a sentence with a numeral except for years (2025 begins a new fiscal quarter)

Dates and Times

Proper formatting of dates and times is crucial:

• Abbreviate only Jan., Feb., Aug., Sept., Oct., Nov., and Dec. when used with a specific date
• Do not use “st,” “nd,” “rd,” or “th” with dates (March 3, not March 3rd)
• When expressing decades, use figures with no apostrophe (the 1990s, not the 1990’s)
• Use figures with lower-case a.m. and p.m. (with periods) for times (3:30 p.m., not 3:30 PM)
• Use noon and midnight rather than 12 p.m. and 12 a.m.
• Don’t use :00 for on-the-hour times (write 5 p.m., not 5:00 p.m.)

State Abbreviations

State names have specific rules in AP style:

• Eight states are NEVER abbreviated in press releases: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas, and Utah
• Use AP style abbreviations for other states, not postal codes (Calif., not CA; N.Y., not NY)
• Place a comma between the city and state names and also after the state name when it appears mid-sentence (Atlanta, Ga., is home to…)
• Only use postal codes with full addresses that include ZIP codes

Here is the complete list of states with their AP Style abbreviations (postal codes in parentheses): Alabama: Ala. (AL) Arizona: Ariz. (AZ) Arkansas: Ark. (AR) California: Calif. (CA) Colorado: Colo. (CO) Connecticut: Conn. (CT) Delaware: Del. (DE) Florida: Fla. (FL) Georgia: Ga. (GA) Illinois: Ill. (IL) Indiana: Ind. (IN) Kansas: Kan. (KS) Kentucky: Ky. (KY) Louisiana: La. (LA) Maryland: Md. (MD) Massachusetts: Mass. (MA) Michigan: Mich. (MI) Minnesota: Minn. (MN) Mississippi: Miss. (MS) Missouri: Mo. (MO) Montana: Mont. (MT) Nebraska: Neb. (NE) Nevada: Nev. (NV) New Hampshire: N.H. (NH) New Jersey: N.J. (NJ) New Mexico: N.M. (NM) New York: N.Y. (NY) North Carolina: N.C. (NC) North Dakota: N.D. (ND) Oklahoma: Okla. (OK) Oregon: Ore. (OR) Pennsylvania: Pa. (PA) Rhode Island: R.I. (RI) South Carolina: S.C. (SC) South Dakota: S.D. (SD) Tennessee: Tenn. (TN) Vermont: Vt. (VT) Virginia: Va. (VA) Washington: Wash. (WA) West Virginia: W.Va. (WV) Wisconsin: Wis. (WI) Wyoming: Wyo. (WY) Remember: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas, and Utah are never abbreviated.

Cities That Don’t Require State Names

AP style recognizes 30 major U.S. cities that don’t need to be followed by their state names:

• Atlanta
• Baltimore
• Boston
• Chicago
• Cincinnati
• Cleveland
• Dallas
• Denver
• Detroit
• Honolulu
• Houston
• Indianapolis
• Las Vegas
• Los Angeles
• Miami
• Milwaukee
• Minneapolis
• New Orleans
• New York
• Oklahoma City
• Philadelphia
• Phoenix
• Pittsburgh
• St. Louis
• Salt Lake City
• San Antonio
• San Diego
• San Francisco
• Seattle
• Washington

Note the special case: Use “New York state” when necessary to distinguish the state from New York City.

Book Titles and Publications

For titles in your press releases:

• Use quotation marks around titles of books, songs, TV shows, movies, plays, poems, and works of art
• Do not use quotation marks for the Bible, reference books, or newspaper and magazine names
• Unlike some other style guides, AP style does not use italics for any titles

Oxford Comma

The Oxford comma (also called the serial comma) appears before the conjunction in a series of three or more items:

• AP style generally avoids the Oxford comma: “The flag is red, white and blue”
• However, use the Oxford comma when needed for clarity: “The company offers consulting services to software developers, small businesses, and food and beverage manufacturers.”

Punctuation Essentials

Other important punctuation rules include:

• Use a single space after periods
• Use hyphens in compound modifiers before nouns (full-time job)
• Don’t use a hyphen when the compound modifier includes an adverb ending in -ly (highly regarded employee)
• AP style uses dashes with a space on each side (The CEO — who founded the company in 2010 — announced a new initiative)

Why AP Style Matters

For Media Relations

When your business communicates with the press, AP style serves as a universal language. Journalists receive hundreds of press releases daily, and those formatted in AP style demonstrate professionalism and media savvy. A properly formatted press release requires less editing before publication, making it more likely to be used.

For Brand Credibility

Written communications reflect your brand’s professionalism. Content that follows AP style appears polished and authoritative, enhancing your organization’s credibility. Inconsistent style or grammatical approaches can make even substantive content appear amateurish.

For Consistency

AP style provides a framework for consistent communication across all channels and team members. This consistency helps establish brand voice and ensures that all external communications maintain the same level of quality, regardless of who created them.

For Clarity

At its core, AP style emphasizes clarity and conciseness—valuable attributes for any business communication. The style guide’s focus on precise language and straightforward sentence structure helps ensure your message is understood exactly as intended.

For Digital Discoverability

Many digital publications follow AP style guidelines. Content that aligns with these standards is more likely to be picked up, shared, and referenced by digital publications, potentially increasing your online visibility and authority.

Getting Started with AP Style

For businesses new to AP style, the learning curve may initially seem steep. However, mastering a few fundamental principles will significantly improve your media communications:

• Invest in resources: Purchase the current AP Stylebook or subscribe to the online version, which includes regular updates
• Focus on basics first: Master numbers, dates, titles, and attribution before tackling more complex rules
• Create a custom guide: Develop a simplified guide covering the AP style rules most relevant to your industry
• Use tools: Consider using AP StyleGuard or similar tools that check your writing against AP style rules
• Practice consistently: Apply AP style to all media-facing communications to develop familiarity

Whether you’re drafting a press release announcing a new product, sharing company news on your website, or crafting content for media distribution, adherence to AP style demonstrates professionalism and increases your chances of effective communication with journalists and the public alike.

Common AP Style Mistakes Small Businesses Make

Avoid these frequent errors that can undermine your press release’s credibility:

Improper Pronoun Usage

Using first or second person (I, we, you) instead of third person is the most common mistake and immediately signals that your release was not properly edited for AP style.

Inconsistent Number Formatting

Mixing approaches to numbers (writing out some numbers but using figures for others of the same type) creates a disjointed appearance. Remember the basic rule: spell out one through nine, use figures for 10 and above, but always use figures for ages, percentages, dimensions, and specific times.

State Abbreviation Errors

Using postal codes (NY) instead of AP style abbreviations (N.Y.) is another red flag to journalists. Take the time to learn the correct AP style abbreviations for states, and remember which states are never abbreviated.

Punctuation Problems

Common punctuation mistakes include:

• Missing the comma after a state name in running text
• Incorrect placement of punctuation with quotation marks (periods and commas go inside quotation marks)
• Using serial commas inconsistently
• Using two spaces after periods

Capitalization Confusion

Overcapitalization is a persistent problem in business writing. In AP style:

• Only capitalize formal titles when they appear directly before a name (President Jane Smith, but Jane Smith, the president)
• Don’t capitalize job descriptions (sales manager John Doe)
• Seasons are not capitalized unless part of a formal name

Font Selection Issues

In printed materials, AP style prefers:

• Times New Roman or Arial font
• 12-point size for body text
• Single spacing
• Left alignment (not justified)

Common AP Style Errors and How to Fix Them

Understanding proper AP style sometimes becomes clearer when seeing errors alongside their corrections. Let’s examine some frequent mistakes in press releases and how to remedy them according to AP style guidelines:

Numbers and Measurements

Incorrect AP Style Usage: Nearly 8 hundred people attended the event, where participants traveled up to twenty-five miles to sample cuisine from twelve different restaurants. Correct AP Style Usage: Nearly 800 people attended the event, where participants traveled up to 25 miles to sample cuisine from 12 different restaurants. Key Rules Applied:

• Spell out numbers one through nine (except in specific cases)
• Use figures for numbers 10 and above
• Always use figures with measurements
• Use figures for hundreds, thousands, and millions (800, not “8 hundred”)

Dates, Times and Years

Incorrect AP Style Usage: The company will host its annual conference from January 15th-17th, 2025 starting at 9:00 AM CST and ending at 4:30 PM each day. Correct AP Style Usage: The company will host its annual conference from Jan. 15-17, 2025, starting at 9 a.m. CST and ending at 4:30 p.m. each day. Key Rules Applied:

• Abbreviate months with dates (Jan., Feb., Aug., Sept., Oct., Nov., Dec.)
• No ordinal indicators (15, not 15th)
• Lowercase a.m. and p.m. with periods
• No :00 for on-the-hour times

Geographic References and Datelines

Incorrect AP Style Usage: PORTLAND, OR. — The tech startup has opened offices in San Francisco, CA., Minneapolis, MN., and Hartford, CT. Correct AP Style Usage: PORTLAND, Ore. — The tech startup has opened offices in San Francisco, Minneapolis, Minn., and Hartford, Conn. Key Rules Applied:

• Use AP style state abbreviations, not postal codes
• No periods in dateline state abbreviations
• San Francisco doesn’t need a state (one of the 30 standalone cities)
• Comma after state name in running text

Titles and Positions

Incorrect AP Style Usage: Chief Marketing Officer, Sarah Johnson, said the company plans to hire fifty new employees. Johnson has been the C.M.O. since June. Correct AP Style Usage: Chief Marketing Officer Sarah Johnson said the company plans to hire 50 new employees. Johnson has been the CMO since June. Key Rules Applied:

• No commas around a name when the title precedes it
• Use figures for numbers 10 and above
• Most acronyms don’t use periods

Quotations and Attributions

Incorrect AP Style Usage: “Our customer satisfaction ratings have increased by fifteen percentage points this quarter” stated Jennifer Williams, Chief Executive Officer for the company. Correct AP Style Usage: “Our customer satisfaction ratings have increased by 15 percentage points this quarter,” said Jennifer Williams, chief executive officer for the company. Key Rules Applied:

• Use “said” for attribution, not “stated” or “commented”
• Use figures for numbers 10 and above
• Commas go inside quotation marks
• Lowercase job titles when they follow names

Product and Brand Names

Incorrect AP Style Usage: The Company introduced it’s new I-Phone app yesterday, which works on both I-OS and android platforms. Correct AP Style Usage: The company introduced its new iPhone app yesterday, which works on both iOS and Android platforms. Key Rules Applied:

• Lowercase “company” when not part of an official name
• Use correct possessive form (its, not it’s)
• Respect brand styling (iPhone, not I-Phone)
• Capitalize proper nouns (Android)

Punctuation and Lists

Incorrect AP Style Usage: The workshop will cover three topics; content creation, social media strategy, and press release writing. Correct AP Style Usage: The workshop will cover three topics: content creation, social media strategy and press release writing. Key Rules Applied:

• Use a colon (not semicolon) to introduce lists
• No Oxford/serial comma before the final “and” in a simple series

Abbreviations and Organizations

Incorrect AP Style Usage: The C.E.O. presented at the annual N.A.S.D.A.Q. conference last week alongside representatives from the F.B.I. and U.S.P.S. Correct AP Style Usage: The CEO presented at the annual Nasdaq conference last week alongside representatives from the FBI and USPS. Key Rules Applied:

• No periods in most abbreviations and acronyms
• Follow organization’s preferred styling when it doesn’t use all caps (Nasdaq)

Percentages and Measurements

Incorrect AP Style Usage: The company reported that 7% of their employees work remotely, with team members spread across 3 different time zones covering 1,200 sq. ft. of office space. Correct AP Style Usage: The company reported that 7 percent of its employees work remotely, with team members spread across three different time zones covering 1,200 square feet of office space. Key Rules Applied:

• Use the word “percent” instead of % symbol
• Spell out numbers one through nine (three)
• Spell out units of measurement (square feet, not sq. ft.)
• Use “its” (not “their”) for singular company

Tools and Resources for AP Style Mastery

Getting your press release right means having the right resources at hand:

The AP Stylebook

The definitive resource comes directly from the Associated Press:

• The print version ($22.99) is updated annually
• The online version ($29/year) includes real-time updates and a searchable database
• Consider the AP Stylebook Online + Webster’s New World College Dictionary bundle for comprehensive coverage

Free AP Style Checkers and Tools

Several free resources can help:

• AP StyleGuard for Microsoft Word (checks your document against AP style rules)
• Grammarly’s AP style setting (available in premium accounts)
• The Purdue Online Writing Lab’s AP style summary (free online reference)

Style Guide Templates for Small Businesses

Create your own custom style guide by:

• Starting with AP style as the foundation
• Adding industry-specific terminology
• Documenting company preferences for areas where AP style allows flexibility
• Creating a template for future press releases

Common Industry-Specific Terms

Different industries have specialized terminology that may not be explicitly covered in the AP Stylebook. Here’s how to handle common terms in various sectors:

Technology Industry

• Artificial Intelligence (AI): Spell out on first reference, then use AI. For specific types, use lowercase (machine learning, not Machine Learning)
• Software-as-a-Service: Hyphenate as shown, acronym SaaS is acceptable on second reference
• Internet of Things: Capitalize Internet, acronym IoT acceptable on second reference
• Cryptocurrency: One word, lowercase. Bitcoin, Ethereum, and other specific cryptocurrencies are capitalized
• Startup: One word, no hyphen

Healthcare Industry

• Health care: Two words when used as a noun (“She works in health care”), hyphenated when used as an adjective (“health-care policy”)
• Telehealth: One word
• COVID-19: All caps with hyphen and number
• FDA-approved: Hyphenated as shown, FDA doesn’t need to be spelled out
• Patient-centered: Hyphenated when used as a modifier

Financial Industry

• FinTech: Now commonly accepted as one word with the internal capitalization
• Venture capital: Lowercase, spell out on first reference before using “VC”
• Initial public offering: Lowercase, spell out on first reference before using “IPO”
• Quarter-over-quarter: Hyphenated when used as a modifier
• Year-to-date: Hyphenated when used as a modifier

Fashion and Retail

• E-commerce: Hyphenated
• Brick-and-mortar: Hyphenated when used as a modifier
• Fast fashion: Two words, not hyphenated
• Direct-to-consumer: Hyphenated when used as a modifier
• Supply chain: Two words, not hyphenated

When in doubt about industry-specific terminology not explicitly covered in the AP Stylebook, consider creating a supplemental style guide for your organization that addresses these terms consistently.

Social Media Guidance

When promoting your press release on social media, you’ll need to adapt AP style to fit each platform’s constraints while maintaining professionalism.

Twitter/X

• Abbreviations are more acceptable than in formal press releases
• State abbreviations may use postal codes (CA instead of Calif.) due to character limits
• Numbers under 10 may use figures to save space
• Hashtags should use camel case for multiple words (#SmallBusiness not #smallbusiness)

LinkedIn

• Maintain more formal AP style as space allows
• Use proper paragraph breaks for readability
• Include the dateline when sharing the first paragraph
• Avoid excessive hashtags (2-3 maximum)
• Maintain third-person perspective in the company profile

Facebook/Instagram

• Headlines can use AP style capitalization
• Captions should follow AP style guidelines for numbers, dates, etc.
• When character limits aren’t an issue, maintain full AP style
• For photo captions, follow AP style’s guidance for identification (left to right)
• Emoji usage should be minimal and professional

General Social Media Tips

• When linking to your press release, use the headline as written in AP style
• Maintain brand voice consistency across platforms while adhering to basic AP style principles
• When quoting from your press release, use the exact text without modifications
• For metrics and statistics, maintain AP style number formatting when possible

Recent Updates to AP Style

The AP Stylebook is updated regularly to reflect changes in language usage and societal shifts. Here are some recent updates that may affect your press releases:

57th Edition (2024-2025)

The 57th Edition of the AP Stylebook, released in 2024, includes a new chapter on criminal justice that provides extensive guidance for covering public safety and criminal justice topics. The chapter emphasizes accountability journalism and includes more than 50 individual entries covering specific terms. Other notable updates include:

• The official shift to Merriam-Webster as the Stylebook’s primary dictionary
• Updated guidance on technology terms, particularly related to artificial intelligence
• Expanded guidance on inclusive storytelling

56th Edition (2022-2023)

The 56th Edition included a new chapter on inclusive storytelling, detailed guidance on writing about people with disabilities, and updates on immigration, coronavirus, gender, and race-related coverage, including the capitalization of Black and expanded use of singular they. It also featured:

• A revised chapter on religion, with updated guidance on when to use “Catholic” rather than “Roman Catholic”
• A thoroughly updated chapter on using social media for reporting
• Nearly 300 new or revised entries since the previous edition

Digital Communications

Recent Stylebook updates have embraced digital technology with approximately 100 new or revised entries covering internet privacy, digital wallet/mobile wallet, smart devices, and other technological terms to help writers accurately describe modern innovations.

When Applying These Updates

• When in doubt about the most current AP style guidance, refer to AP Stylebook Online, which is updated continuously throughout the year
• Create a system to regularly review your company’s press release templates against the latest AP style updates
• Consider subscribing to AP’s update emails to stay informed about changes as they occur

Localization Notes

When targeting specific regions or international audiences while maintaining AP style, consider these guidelines:

Regional Considerations Within the U.S.

• Regional Terms: Certain words have regional variations (pop vs. soda, highway vs. freeway). Use the term most recognized nationally in your press release, but consider regional preferences for localized distribution.
• Regional Publications: Some regional news outlets may have style preferences that differ slightly from AP. Research local publications’ preferences when targeting specific markets.
• State-Specific References: When referring to state agencies or programs, follow the official name even if it doesn’t conform to AP style (e.g., “CalFire” for California Department of Forestry and Fire Protection).

International Considerations

• British vs. American English: AP style follows American English conventions. When distributing internationally, maintain AP style but consider including metric conversions in parentheses.
• Currency: Express all monetary figures in U.S. dollars with the “$” symbol, adding conversions if targeting international audiences: “$1 million (approximately 900,000 euros).”
• Date Formats: Maintain month/day/year format (Dec. 25, 2025) even for international audiences to avoid confusion.
• International Cities: Major international cities (London, Tokyo, Beijing) stand alone without country names, similar to major U.S. cities.

Translation Considerations

• Maintain AP Principles: When translating press releases, try to preserve AP style principles like the inverted pyramid structure.
• Cultural Sensitivity: Be aware of cultural differences in communication styles when adapting press releases for international markets.
• Company/Product Names: Keep company and product names consistent across all languages unless you have officially localized versions.

Mastering AP Style

Mastering AP style gives your small business’s press releases a significant competitive advantage. By following the guidelines outlined in this article, you’ll create press releases that:

• Make journalists’ jobs easier
• Demonstrate your professionalism and credibility
• Increase your chances of media coverage
• Create consistency across all your communication

Remember that while learning AP style takes time, the investment pays off in enhanced media relationships and increased visibility for your business. With practice, these rules will become second nature, allowing you to create compelling, properly formatted press releases that get results.

Frequently Asked Questions About AP Style

What Are You Announcing? Examples and Templates by Type of Press Release

1. Launching a New Product
   • New Product Press Release Instructions
   • More New Product Launch Examples and Templates
   • Tech Launch Example
2. Launching a Product Improvement
3. An Event
   • More Event Examples and Templates
4. A Grand Opening
   • Starting a New Business
5. Achievement of a Major Milestone
   • Individual Completes Milestone Example
   • Podcast Achieves Major Milestone
6. Receipt of an Award or Recognition
   • More Awards Achievement Examples
7. A New Hire or Promotion
   • More New Hire or Promotion Examples and Templates
8. Dealing With a Crisis
9. A Partnership With Another Organization
   • Tech Company Announces Licensing Deal
10. An Acquisition or Merger
11. Social Cause Activities
12. Release of a New Book
    • More New Book Examples and Templates
    • Author Announces New Book
13. Political Campaign Activities
    • Individual Announces Candidacy in Election
14. Music-Related Announcement
    • How to Write a Music Press Release
    • Music Producers, Directors & Songwriters
    • Musician & Theater
15. School/University Announcements
    • Student Wins Major Award
16. Media, Network, and Local Station Announcements
17. Nonprofit Announcements
18. Announce an Art Exhibition
19. Press Release for a Movie

Press Release Examples Across Several Industries

	Advertising & Marketing Press Release Examples		Automotive Press Release Examples
	Art Press Release Examples		Banking & Financial Services Press Release Examples
	Books Press Release Examples		Business Press Release Examples
	Consumer Electronics Press Release Examples		Education Press Release Examples
	Environment & Ecology Press Release Examples		Fashion Press Release Examples
	Fitness Press Release Examples		Food & Beverage Press Release Examples
	Government Press Release Examples		Healthcare Press Release Examples
	Hotel Press Release Examples		Internet Technology Press Release Examples
	Investments Press Release Examples		Law Firm Press Release Examples
	Personal Finance Press Release Examples		Pets Press Release Examples
	Real Estate Press Release Examples		Retailing Press Release Examples
	Seniors Press Release Examples		Software Press Release Examples
	Sports Press Release Examples		Transportation & Trucking Press Release Examples
	Travel Press Release Examples

Finally, here are some tips and training to help you write an amazing press release:

Additional Press Release Resources

• Directory of Examples & Templates

• What is a Press Release?

• Press Release Template & Format (including a blank press release example)

• Learn How to Format a Press Release (+ Free Template and 80+ Examples)

• Learn How to Write a Press Release

• How to Submit a Press Release

• To Write a Press Release Yourself or Not?

• 80+ Example Press Releases

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