Mastering the Basics: How Proper Punctuation Builds Credibility for Your AEC Firm

Predictability is the name of the game with punctuation. Whether your PR team is working on a friendly spin or a brand of professionalism for your AEC firm, viewers and readers expect your writers to know how to use common punctuation to communicate. Otherwise, you might miss your shot, losing credibility and authority all in one go.

Today is National Punctuation Day, so we’re celebrating the near-invisible power of punctuation by revisiting the basics!

Periods (.)

What do they do? They signify a finished thought and allow the reader to separate one sentence from the next.

I feel like they make my writing more harsh . . . This may be true—in text messaging! Even when it comes to social media, as a business it’s good practice to use proper punctuation.

What if I forget them? The rare dropped period won’t hurt much, especially so long as the word in the following sentence is capitalized. That said, consistently leaving off standard punctuation will give your work an unfinished, unedited, and careless appearance.

Commas (,)

What do they do? They give readers a breath within sentences by separating clauses and clarifying lists.

Is it possible to have too many commas? Yes. Misusing them can be distracting, for the reader, so, use them wisely, and don’t get too comma-happy, and remember not to write run-ons, because though commas can give your brain a break, the brain still craves a period. See?

What if I forget them? Like the period, a rare dropped comma isn’t the end of the world. Without a good comma, though, a reader might get confused. For instance, “I don't like tragedies and comedies are my favorite" would be best served by a comma so that the reader is not tripped up, thinking for a moment that the writer likes neither tragedies nor comedies. "I don't like tragedies, and comedies are my favorite" resolves the issue.

Apostrophes (‘)

What do they do? They indicate a possessive (Arnold's pillows; the couch's pillows) or signify a contraction ("do not" turns into "don't").

Is there anything wrong with contractions? There is a time and place for contractions. Contractions create a casual feel in writing, which can be used effectively or ineffectively. A firm with a friendlier brand might use them in social media, but still should avoid them in any articles where establishing authority and credibility is central. You'll notice that I use contractions in this article—I do this because grammar is often already seen as stuffy, and it can sometimes seem unapproachable. Creating a more casual space to describe grammar rules can help ease any negative associations. Use your best judgment.

What if I forget them? A dropped apostrophe can be even more confusing than a missing comma. The difference between “it’s” (contraction of "it is") and “its” (possessive: "it" owns the object), for instance, is a tricky one and can muddle the reader. Aside from confusion, it is also one of the more blatant errors—easy to catch and easy to click away from. Try not to!

All in all, punctuation is meant to serve both the writer and reader. The reader relies on punctuation to guide them through each sentence, and knowing how to punctuate them correctly shows attention to detail and a necessary bar of professionalism.

For more resources and punctuation help, see our previous years’ articles here and here.