Avionics News June 2016 - 47
solved it, but my stomach still does a flip-flop when I
think about that morning.
So here are a few tips that may help.
Spell the company name right. It sounds
obvious, but I am not the only one who has made
this mistake. If you mention another company name,
check that company's website for how it is spelled. Is
it Smith Technology, Smiths Technologies or Smith
Technologies?
When a company is mentioned in any significant way,
allow that company to review the piece. I never use the
A-word - approve. When you use "approve," people get
nervous and prolong the process. Even if the company
slows down your progress with a review, I'd rather
experience the wait than the drama that could follow
after the piece is published.
Spell the president's name right. There
should be some Marketer's Bill of Rights that says
all chief executive officers should be named Smith or
Johnson. But if you have a CEO with a difficult name,
check each letter carefully. That goes for the CEO's
spouse, as well. If you spell the spouse's name wrong,
you'll have two people angry at you. And don't take
any name for granted ... Mary Ann or Marianne, Jeff
or Geoff. Get it right. While you're at it, get everyone's
name spelled right.
Beware of words that sound alike, or
are similar. Two recent examples come to mind. I
had to change rudder peddles to rudder pedals. The
problem is that, when reading, your ear tells you peddles
is OK. It's only on closer examination that you know it's
wrong.
Another example is from a news release where a
woman was perusing her Ph.D. Nothing in that screams
mistake until some little bell goes off in your brain and
you realize she is pursuing her Ph.D.
Of course, always be careful with complimentary and
complementary. Complimentary are the cocktails you
used to get on the airlines. Complementary are when
things go together well like gin and tonic. And I'm
stunned by how often I correct hanger to hangar.
Check the phone numbers. I make it a rule
that when proofreading, I call the number in the copy.
Yes, I pick up the phone and dial the number. I used to
explain to the person who answered why I was calling,
which led to a longer conversation than I wanted. So
now, I simply say a jaunty "Just checking!" and hang up.
Same with URLs. I type the URL in my browser
and see where it takes me. It's easy to confuse dot
coms with dot orgs and dot aeros, so take 15 seconds to
confirm.
About those time zones. A mistake I see
frequently is using EST (for Eastern Standard Time), for
example, when it's the summer. If Daylight Saving Time
is in effect, the abbreviation should be EDT for Eastern
Daylight Time. By the way, obsessive proofreaders
know the correct name is Daylight Saving (without the
"s") Time.
Check the dates. It's amazing the frequency
with which I get a correction on a date for an invitation
or event. The problem is usually saying Tuesday, July
13, when July 13 is actually a Wednesday. Click on your
computer's calendar; be obsessed with making sure the
day of the week matches the date of the event. Also in
the fourth quarter, watch to make sure you get the year
right, as the project you're working on may not be used
until the new year.
Check airplane models. We're supposed to
be aviation experts, so make sure aircraft models are
properly designated. It's R44, not R-44. It's Learjet,
not Lear Jet. You can always go to the manufacturer's
website to determine the proper designation.
Know your typical mistakes - and look
for them. For some reason, my fingers always type
aviation wrong. My brain knows how to spell it, but my
fingers don't cooperate. Further, I frequently mistype
you and your, so I'll likely write, "When you earn you
private pilot certificate ..." Spellcheck will take care of my
aviation misspells, but not the you and your. In addition,
please understand the difference between your and you're.
Continued on following page
avionics news
*
june
2016
47
Table of Contents for the Digital Edition of Avionics News June 2016
No label
Avionics News June 2016 - Intro
Avionics News June 2016 - Cover1
Avionics News June 2016 - Cover2
Avionics News June 2016 - No label
Avionics News June 2016 - 2
Avionics News June 2016 - 3
Avionics News June 2016 - 4
Avionics News June 2016 - 5
Avionics News June 2016 - 6
Avionics News June 2016 - 7
Avionics News June 2016 - 8
Avionics News June 2016 - 9
Avionics News June 2016 - 10
Avionics News June 2016 - 11
Avionics News June 2016 - 12
Avionics News June 2016 - 13
Avionics News June 2016 - 14
Avionics News June 2016 - 15
Avionics News June 2016 - 16
Avionics News June 2016 - 17
Avionics News June 2016 - 18
Avionics News June 2016 - 19
Avionics News June 2016 - 20
Avionics News June 2016 - 21
Avionics News June 2016 - 22
Avionics News June 2016 - 23
Avionics News June 2016 - 24
Avionics News June 2016 - 25
Avionics News June 2016 - 26
Avionics News June 2016 - 27
Avionics News June 2016 - 28
Avionics News June 2016 - 29
Avionics News June 2016 - 30
Avionics News June 2016 - 31
Avionics News June 2016 - 32
Avionics News June 2016 - 33
Avionics News June 2016 - 34
Avionics News June 2016 - 35
Avionics News June 2016 - 36
Avionics News June 2016 - 37
Avionics News June 2016 - 38
Avionics News June 2016 - 39
Avionics News June 2016 - 40
Avionics News June 2016 - 41
Avionics News June 2016 - 42
Avionics News June 2016 - 43
Avionics News June 2016 - 44
Avionics News June 2016 - 45
Avionics News June 2016 - 46
Avionics News June 2016 - 47
Avionics News June 2016 - 48
Avionics News June 2016 - 49
Avionics News June 2016 - 50
Avionics News June 2016 - 51
Avionics News June 2016 - 52
Avionics News June 2016 - 53
Avionics News June 2016 - 54
Avionics News June 2016 - 55
Avionics News June 2016 - 56
Avionics News June 2016 - 57
Avionics News June 2016 - 58
Avionics News June 2016 - 59
Avionics News June 2016 - 60
Avionics News June 2016 - 61
Avionics News June 2016 - 62
Avionics News June 2016 - 63
Avionics News June 2016 - 64
Avionics News June 2016 - 65
Avionics News June 2016 - 66
Avionics News June 2016 - 67
Avionics News June 2016 - 68
Avionics News June 2016 - 69
Avionics News June 2016 - 70
Avionics News June 2016 - 71
Avionics News June 2016 - 72
Avionics News June 2016 - Cover3
Avionics News June 2016 - Cover4
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