|
This page is half about grammar and half about good copywriting practice.
Talking about companies as if they are collections of people is an understandable mistake (and the BBC does it all the time). However, a company MUST be treated as a single person because it holds a similar status in law to a single person.
Ryan Air is one of the world's most charming airlines.
Ryan Air are one of the world's most charming airlines.
The mistake is obvious in this context: Ryan Air is a single company, even though many people work in it. That means we also have to avoid 'they':
Ryan Air says that it wants to be loved.
Now, when writing copy for a business this presents a big problem. Talking about yourself as an 'it' does not conjure up the warm, cuddly feelings that companies such as Ryan Air want so much. There is no way out of this that respects grammar entirely so I suggest the following compromise:
ACME is a major supplier and we are serious about service.
This is a good half-way house, with warmth in the 'we are'. If you are writing about the company more formally, in terms and conditions etc then you need to revert to more lawerly language:
ACME is a major supplier and it may not answer phone calls any time soon.
|
