Did Tesco get it right with its apology?

Tesco's online apology
Tesco’s online apology – click to see text full-size
Following the horsemeat beefburger story earlier this week, today Tesco has taken out ads in newspapers and implemented a full-screen pop-up [right] on its website to apologise to customers.

Tesco is clearly – and rightly – worried that the story is going to put off customers and lose them trade, so the speed and proportion of its action seems totally correct.

However, I’m more interested in the words and tone used and whether it really will resonate with customers.

Are Tesco ‘really’ sorry?

The first thing that strikes me is the headline – “We apologise”.

Now correct if I’m wrong, but that doesn’t really sound as if there’s any regret there. Not only does ‘apologise’ imply that they’re saying it because they have to, but it’s not very friendly.
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What’s happened to correct English spelling and grammar?

In the week that the annual Scripps National Spelling Bee took place in the USA, it seems faintly ironic that I’m posting on the decline in spelling and grammar.

I regularly spot awful typos and grammatical howlers in both online and offline media and enjoy posting them on Twitter or Facebook, but there’s always a part of me that does so with a heavy heart.

Yes, know I may sound a bit like an old fart, but I’m not quite that rigid that I’m bemoaning the demise of the Queen’s English Society that officially admitted defeat earlier this month.

Superdrug Facebook ad
Can you spot the deliberate mistakes?
You see, we all make mistakes and things slip through the net occasionally, especially when publishing at speed online, but there’s no excuse for some things.

As I hope you can see from the terrible Facebook ad on the right, it’s clear that things are going awry when a brand such as Superdrug will let something pass without anyone spotting it.

What’s going wrong?

What’s sad is that this has only happened in the last few years and, as I see it, there are a few key reasons why.

1) Cost cutting: in order to maximise profit, successive CEOs have justified slashing staff costs and, in the print industry especially, this has led to outsourcing of key services, such as subbing, or ditching them altogether.

2) Print first, change later: the web is partly to blame – it’s so easy to go and update something after publication in seconds. This means that many people don’t consider it important to read through copy or look closely at a page before hitting the ‘Publish’ button any more.

3) Spellcheck: within the last month, new research has shown that many people don’t even use spellcheck and those that do now find themselves unable to spell everyday (note: correct usage) words, such as ‘definitely’, ‘separate’ or ‘necessary’.

4) Txtspk: This is a bit of an old chestnut and I accept that language needs to evolve, otherwise we’d all still be reading books written in the style of Chaucer. However, it has now reached a point at which textspeak has become the norm in everyday written communication.

While major linguistic change often comes from the ground up, that’s not a reason for it to accelerate because major companies can’t be bothered.

Spelling and grammar may not matter as much in the modern world as they used to, but, for me, it’s all about comprehension.

Sure, people change the way they write and speak, but that doesn’t mean everyone should completely ignore rules. In my humble opinion (IMHO) brands who produce mass-market communication are those who ought to, at least, promote some semblance of correctness.

Doubtless in 10 years time, this sort of argument may seem quaint and charmingly outdated, but it’s important that some of us try to stick up for some sort of consistency. Otherwise, all we’ll be left with is what I like to term ‘Grammanarchy’.

Remember, you read it here first.

5 golden rules for aspiring journalists

Whether it’s at a careers conference, or via online mentoring services, I’m often asked for tips on how to get into the business that is journalism and writing.

It’s a bit of a loaded question because, unlike many more vocational careers, writing for a living doesn’t really come with an easily-defined path.

What’s more, different people will tell you different things, depending on their own experience.

So what are the guaranteed rules that everyone should follow, regardless of their intended route?

1. Start writing
Probably the most obvious one to start with, but actually putting pen to paper (or rather key to screen) and forming coherent sentences is something that many people overlook. Getting used to writing and discovering your own style and voice is crucial early on.

And with the advent of the internet, blogs offer a ready-made place to getting your own work out there and read.

2. Read, read and read a bit more
While writing is the crucial bit, experiencing the way other people write also comes in pretty handy. Whether it’s other blogs, newspapers, magazines, books, it doesn’t matter. Reading how other people construct their sentences and turn their phrases is a vital ingredient in forming your own writing.

It’s also a great way to discover how not to write in some cases, because not everyone’s writing style will be to your taste.

3. Get some on-the-job experience
If you think you want to become a journalist, it will pay immensely to find out what it’s like. Get in touch with anyone you know who has connections and beg them for some time in the office as an intern.

Yes, you may end up making the tea or be asked to a job lot of photocopying, but you’ll also start to get a feel for what it’s like to be a journalist. You’ll learn some new skills, make some contacts and also possibly learn where you do, or more likely, don’t want to work.

Moreover, any prospective employer worth his or her salt won’t look twice at anyone who claims they want to be a journalist without racking up any work experience.

4. Don’t expect to get paid much
You may have noticed that the world and his wife think they can write at the moment. That makes your job even more difficult than ever before.

Of course, if you want to give up now, that makes it easier for everyone else, but you have to accept that writing isn’t generally a well-paid profession. After all, anyone can do words, can’t they?

Well, no, obviously they can’t, but sadly the ability to turn out a well-crafted piece isn’t given the kudos it deserves.

So, if you want to earn big bucks, now’s the time to forget being a writer and retrain as a barrister or a dentist. If you can cope with your friends looking at you pityingly, when you can’t afford to stump up your tenner for a night out at Pizza Hut, then read on.

5. Be lucky
In a fair and just world, the best, most coruscating writers would be the ones that win all the plaudits, are feted the world over and get all the best gigs.

Sadly, we don’t live in a world like that. Plenty of fantastic writers are left slaving away for a pittance, while the most well-known are not always as brilliant as they think they are.

So if an opportunity comes your way, grab it with both hands. You can’t plan for luck, but you can be aware of it and make sure you seize on any glimmer. It’s then what you do with that slice of piece of fortune that counts.

Of course, there are more than those 5 and I’d love to hear any thoughts from others to add to the list.