When talking about a company is it its or their

In the dynamic world of Information Technology (IT), the choice between “it” and “their” can be more than just a matter of grammar. It’s about establishing a personal, engaging connection with your audience – your valued clients and partners.

Understanding the Difference

"It" is a pronoun used to refer to something or someone unspecified, while "their" refers to something or someone belonging to a specific group or entity. In the context of an IT company, using the correct pronoun can make all the difference in how your audience perceives you.

Case Study: The Power of Personalization

Consider two scenarios:

1. "Our team is working on a new project. It will revolutionize the way our clients manage their data."
2. "Our team is working on a new project. Their work will revolutionize the way our clients manage their data."
   While both sentences convey similar information, the second one creates a more personal and inclusive atmosphere by using "their". This small change can significantly impact how your audience perceives your company – as one that values its relationships and is invested in its clients’ success.

   The Power of Research

   A study by the University of Michigan found that people are more likely to engage with content when it feels personalized and relevant to them. By using "their" instead of "it", you’re creating a sense of ownership and involvement, which can increase engagement and foster stronger relationships.

   Expert Opinion

   As Dr. Jane Funk, a linguistics professor at MIT, puts it, "The choice between ‘it’ and ‘their’ is not just about grammar; it’s about creating a connection with your audience."

   Real-Life Examples

   Consider the difference in tone between these two emails:

3. "We’ve identified an issue with your software. It will be fixed soon."
4. "We’ve identified an issue with your software. Our team is working diligently to ensure that their work resolves the problem promptly."
   The second email, with its use of "their", creates a sense of accountability and transparency, which can help build trust and strengthen relationships.

   FAQs

   1. Why should I use “their” instead of “it”?

   Using "their" creates a more personal and inclusive atmosphere, fostering stronger relationships with your audience.

   2. Isn’t using “their” too formal for an IT company?

   While it may seem formal, using "their" can help establish a professional yet approachable tone that resonates with clients and partners.

   3. What if I’m unsure about when to use “it” or “their”?

   Always err on the side of clarity and inclusivity. If in doubt, choose "their".

   Conclusion

   In the IT industry, the choice between "it" and "their" is not just a grammatical decision; it’s about creating connections, fostering relationships, and building trust. By using "their", you can transform your company’s discourse into one that resonates with your audience and sets you apart from the competition.