Campus communicators are storytellers. We inform our audience using a variety of platforms, and aim to inspire by following these guidelines:
- Write clearly. Much academic and administrative text may contain high-level vocabulary, jargon and complex sentence structure. Campus communicators should strive for clear, plain language and text suitable for general readers on or off campus. Avoid effusive adverbs and adjectives and convey information in a neutral tone. Reserve overtly academic or formal language for specific circumstances where it meets the needs of the audience.
- Be conversational. Where possible, substitute long words and sentences with short, familiar words and short sentences. Don’t assume a reader is familiar with scientific or academic terminology.
- Have a focus. Ask yourself: Why is the story you are telling important? Who is your audience? How does this story “improve life” and promote the University’s established reputation?
- Humanize the story. Who is the main character? Show or tell why a professor’s discovery or a student’s accomplishment will make the world a better place. Humanizing the story determines the real-world relevance. Find ways to connect it to popular culture or current events and activities (particularly for things posted to social media).
- Use present tense, active voice. Whether writing for the web, social media or other materials, use the present tense and active voice where possible. This is particularly important in headlines, subheads and social copy. The present tense is a more engaging narrative that conveys that the information is current and worth reading. Use the passive voice sparingly to vary sentence structure. For example: A U of G professor was awarded a prize.
- Define jargon. Better yet, replace it with more common words. Avoid buzzwords and clichés (“moving forward”, “world-class”, “move the needle.” “think outside the box”) and instead use an authentic voice.
- Avoid overburdening stories. Data, jargon, department/college/University messaging can create a clunkiness to your message. Be the filter who crafts stories that inform.
- Consider SEO. Much of what we write will end up on the internet, making SEO (search engine optimization) a key tool for engagement. Ensure headlines, subheads, social tags and hashtags are written and used strategically. Hyperlinks are also an effective SEO tool. Follow DARC’s guidelines for accessible linking