Good editing, like good writing, is an art. It takes time and practice to develop a talent for editing, but the end result is worth it - your communications will be more alive, easier to understand and more likely to be read.

The best copy reads actively, not passively. When appropriate, put your subject up front and make it do something. More direct and concise communication is easier to understand.

Double-check facts and figures included are correct and their source referenced. Make sure the names and titles of people quoted are accurate. The content has to be right to be credible.

Read the text out loud. Eliminate unnecessary and distracting words or phrases. Even individual words such as ‘that’ may serve no purpose and can be removed.

Watch out for similar sounding words that have different meanings. Using ‘accept’ when you meant ‘except’ or ‘complement’ instead of ‘compliment’ can be disastrous.

Lastly, remove the hype. Words such as ‘unique’, ‘prestigious’, ‘leading’, ‘effective’, ‘delighted’, ‘solution’, ‘innovative’ and ‘dynamic’ are discounted by journalists. In fact, they’ll often assume the opposite is true.

Sharon Entwistle