Writing Standards | �鶹�ƽ⴫ý

As an academic institution, clean, clear and accurate copy is imperative to our credibility and our brand. �鶹�ƽ⴫ý follows AP Style to deliver top quality messaging. There are a few instances where our University style guide supersedes AP Style – find those in our full writing style guide below.

Our Voice

�鶹�ƽ⴫ý’s tone is friendly, welcoming, engaging and others-oriented. When determining the voice of a written piece, remember to consider your audience. Younger audiences will relate more to a voice that is fun, casual and humorous (when appropriate). Older or more reserved audiences may react better to a slightly more “buttoned-up” tone, however, warmth and friendliness should never be sacrificed for the sake of professionality.

Best Practices

When writing, it is often helpful to read your copy out loud to gauge the flow, cadence and pleasure of reading.
Remember to alternate between long and short sentences. A variety of sentence length helps prevent burnout and aids in flow.
Use the active voice, not passive, whenever possible. For example, instead of writing, “Her time at �鶹�ƽ⴫ý was spent changing lives in the service of others,” write, “While at �鶹�ƽ⴫ý, she changed lives by serving others.”
Keep your audience in mind and remember to write in the second person (i.e. “you”) when possible – and when appropriate – to keep a personal connection with the reader. For example, instead of writing, “Students will meet their orientation leaders in August,” write, “You’ll meet your orientation leader in August.”
Restrict the use of puns or plays on words to avoid sounding too “salesman-like.” For example, using “RU” in place of “Are You” is occasionally acceptable for a grabby headline, but do not use it in every instance.
Keep in mind these goals:
- Achieve maximum clarity
- Stay relatable
- Connect with your audience
- Avoid wordiness