INCONCEIVABLEMake sure that word means what you think it means

Coopers Beach in the tony Hamptons was recently named the best beach in the country.* And the Associated Press reporter likely thought he was putting on the Ritz when he began his report by declaring: "Hamptons hoi polloi probably assumed it was always No. 1."
"Hoi polloi" sounds plenty hoity-toity, but, alas, it means just the opposite of what the reporter meant. It's snobby for sure, but only because it's a snobby putdown.
"Hoi polloi" comes from ancient Greek and means commoners, plebs, proles, the masses - not the wealthy swells the author implied.
- DON'T show off by busting out a 50-cent word if you're not completely sure of its meaning.
- DO yourself a favor and look it up. Keep a dictionary by your desk or use one of several available online, such as Dictionary.com.
Private tasteless jokes can lead to public embarrassmentIn-house publications might go viral
read tipMiddlebury's MishapIt's embarrassing to underestimate your alumni's intelligence
read tipEditor DOs …Ellipsis abuse is bad. Period. (period, period)
read tipEditor DO THIS and DO NOT DO THATDespite dire warnings, contractions are useful
read tip“Unnecessary quotes” are “confusing” to “readers”Chris Farley “is” our guest “editor”
read tipWhen the In-joke's on youWatch what you type — even in jest
read tipSome writers doth protest too much, wethinksAvoid truly, honestly, literally and other redundancies
read tipIt’s an apostrophe catastrophe Do know the difference between “it’s” and “its.”
read tipWho Ordered the Extra Large Misspelled Double Entendre? The bigger the print, the more embarrassing the typo.
read tipThe Pretension/Manure Direct Correlation Value Proposition Do remember there’s a thick line between smart and supercilious.
read tipBeing Careful Editors, the Mistake in this Sentence Jumps Out. Don’t confuse your subjects.
read tipDesighners Nead Spelcheck Tou Do a spellcheck and make sure verbs and subjects are in agreement before you go live.
read tipWho Am Eye?Do make sure you spell every name correctly.
read tipGoing Through an Awkward PhraseDo help readers grasp unfamiliar terms
read tipIn Repose at Kohl'sDon't opt for a euphemism when the truth is cold
read tipSeasonal DistressDo know the difference between drama and melodrama
read tipYeah, That's the Ticket!Don't risk your credibility with half truths
read tipIdentity CrisisDo pay the most attention to the largest type
read tipUnexpected AmenitiesDo use the spell checker on every press release
read tipRough-Cut PrecisionDo be specific or approximate, but not both
read tipFishy TaleDo question amazing stories before retelling them
read tipSpell Check for Precedent Don't trust the spell checker for proper nouns
read tipIrony, Inc.'s NewsletterDo enlist an editor who is not the writer
read tip