Venture Views
- Around the technology world in 80 days: Day #1: London, UK
- Prompt’s virtual technology PR trek: Around the tech world in 80 days
- Prompt Boston attends Mass Innovation Night, #MIN51
- Technology PR recap: The software testing industry
- Prompt Boston hosts successful ‘Office Hours’ at Venture Café
- Read all about it! Are print newspapers fated to fold? (continued…)
- Extra, extra read all about it: Software testing and regional newspapers
- Remembering London’s colourful past
- Prompt Communications wins Equiso public relations account
- Prompt Communications appointed by Integralis to drive US media relations
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- May 2012
- April 2012
- March 2012
- February 2012
- January 2012
- December 2011
- November 2011
- October 2011
- September 2011
- August 2011
- July 2011
- June 2011
- May 2011
- April 2011
- March 2011
- February 2011
- January 2011
- December 2010
- November 2010
- October 2010
- September 2010
- August 2010
- July 2010
- June 2010
- April 2010
- March 2010
- February 2010
- January 2010
- December 2009
- November 2009
- October 2009
- September 2009
- August 2009
- July 2009
- June 2009
- May 2009
- April 2009
- March 2009
- February 2009
- January 2009
- December 2008
- November 2008
- October 2008
- September 2008
- August 2008
- July 2008
- June 2008
- May 2008
- April 2008
- March 2008
- February 2008
- January 2008
- December 2007
- November 2007
- October 2007
- September 2007
- August 2007
- July 2007
- June 2007
- May 2007
- April 2007
- March 2007
- February 2007
- January 2007
- December 2006
- November 2006
- October 2006
- September 2006
- August 2006
- July 2006
- June 2006
- May 2006
- April 2006
- March 2006
- February 2006
- January 2006
- December 2005
- November 2005
- October 2005
- September 2005
- August 2005
- July 2005
Prompt Grammar Tip: Active or Passive?
Prompt Grammar Tip: Active or Passive?
Writing in an active voice rather than a passive voice is actually a choice, not a strict grammatical rule. But if you’ve ever worked as a journalist or short form writer, or undergone fast-track media training, you could easily get the impression that passive is simply bad form.
In its most basic sense, an active voice focuses on a subject performing an action. In our industry, this might be: ‘Acme Industries launches product’. In a passive voice, that subject is instead acted upon, resulting in ‘The product is launched by Acme Industries’.
The passive voice is not wrong, and can indeed be preferable in some circumstances. But it does have some downsides that lead many editors, trainers and teachers to frown upon it. The verb structure in a passive sentence is lengthier, and generally lacks the clarity, simplicity and punch of an active construction. Spoken out loud, passive sentences often sound ‘clunkier’ and interrupt the flow and momentum of writing.
Once you’re aware of the distinction though, the passive voice definitely has its uses. Succinct headlines are often written in the passive: ‘Acme CEO Fired’ or ‘Acme Software Infected’, for example. Generally speaking, if you’re consciously using the passive tense to emphasize the action over the subject, then go for it. But if you’re just falling into a passive voice as you get tangled in the subject matter, then get active, and simplify that sentence structure.
To subscribe to Prompt’s weekly newsletter, which includes grammar, PR and marketing tips, please complete the form below, or email: newsletter@prompt-communications.com
Posted in Copywriting, Prompt Grammar Tip | Comments Off
