1. What is the proper style for writing a headline in brochures, press releases and presentations?
Capitalize first word only, for example: Press release – ABB wins US$ 250 million contract to build underbody assembly line; PowerPoint presentations or handouts – ABB’s strategic shift; The new ABB is lighter and faster. Some exceptions: On a case by case basis, brochures, annual reports and product descriptions – ABB Technology Event, ABB Group Annual Report, ABB IRB 140.
Click HERE for more style, punctuation and spelling guidelines.
2. What are the rules about capitalization when writing for ABB?
ABB follows a modified “down style”. Capitalize all proper names, the names of ABB divisions, business areas, business units, departments and agencies of national governments, trade names, names of associations, companies, clubs, religions, languages, nations, races, places and addresses. Otherwise, lowercase is favored where a reasonable option exists.
Click HERE for more specific guidelines and examples.
3. I am having trouble writing an introduction to my piece of writing. Are there any guidelines I can follow?
As a general rule, keep introductory paragraphs short. They should not exceed two sentences. In news and customer stories, the first paragraph should answer the standard: "who, what, why, when and where" questions.
Click HERE for help with writing introductions to feature stories or press releases.
4. When writing in English, which spelling guidelines must I follow?
U.S. English is ABB’s corporate language.
Thus, ABB style is -or, not –our, for honor, labor, and other such words of more than one syllable in which the u is not pronounced. Other examples include: color, demeanor, neighbor, valor, rumor, odor.
Click HERE for more spelling guidelines.
5. I am writing a web story for the intranet. What is the suggested length for this type of writing?
In general, web stories are shortest and trade press releases or articles are longest. Web stories (internet and intranet) should be between 150 and 200 words for most, 300 to 500 words for features.
Click HERE for more length guidelines concerning press releases, trade releases, and feature or trade articles.
6. What is the current ABB Group boilerplate?
ABB's Group boilerplate changes over the course of the year and the division boilerplates are updated periodically. The latest versions are available on the boilerplates site.
7. What should I remember to write successfully for the media?
Know your local-national media scene. Study the circulation information used by advertisers in order to know which media reaches your target audiences. Make sure you select the media which reaches the audiences you want to reach for your particular story. Once you know your target media, you can work backwards to a media strategy – not the other way around!
Remember to include ‘people’ in your news. If the general public is your target for a particular message, remember to include TV and radio in your media planning.
Click HERE for more help with working with the media.
8. What are the style guidelines for writing on the web?
Make sure of your facts. Have your stories checked. Be concise, focused, and simple. Ensure your story falls within the framework of the ABB corporate message or describes an element of it. A reminder of who we are: “ABB is a global leader in power and automation technologies that enable utility and industry customers to improve performance while lowering environmental impact.”
Click here for more specific guidelines for writing on the web.