When we write for our audiences, every word counts. Editorial guidelines help ensure quality copy, consistent style, a clear voice and cohesive messaging that supports the University of Idaho brand across all marketing and communication materials.
The Editorial Style Guide offers guidelines for the appropriate use of style, grammar and common university terms. We also use and .
When you’re writing for U of I, keep these guidelines in mind:
- Become familiar with the U of I brand voice. Infuse it into everything you write.
- Write to your audience. Focus on what’s important to them and how to frame your message in a way that connects to them.
- Avoid sales speak, buzz words and jargon; use genuine, conversational, approachable language.
- When appropriate, write in first- and second-person with terms like "you," "we," and “our” to personalize your message and engage your readers.
- Include information that supports and highlights your program’s or service's unique strengths.
- Make it readable: Write with an active voice, using short sentences and easily understood words.
- Make it look readable: Use subheads and brief paragraphs to organize text into manageable, informative sections. Sometimes it helps to write the subheads first and fill in the details later.
- Tell your readers what you want them to do with a call to action (CTA). For example, you might want them to fill in the response card and mail it; call for more information; or visit your website.