Writing goals and principles

From website content to social posts or newsletters, for every piece of content we publish we aim to:

Respect and value our audience

Use content to contribute to an environment in which every individual is valued. Be conscious of their time by informing simply and directly, instead of over-marketing. Always use inclusive and culturally appropriate language.

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Educate in an accessible way

Provide your readers with the precise information they need, along with opportunities to learn more. Keep in mind that you are the expert in your field, and your readers may not be familiar with knowledge or terminology that is common to you.

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Support learners

Think of the needs of your readers first. Guide them in a helpful and friendly way that engenders trust in our institution as an ally on their journeys.

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Foster community

Connectivity among our diverse individual community members matters to us. Consider your content a chance for connection. Create the beginning of a conversation by encouraging feedback and collaboration.

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Inspire new ways of thinking

Write content to empower your readers. Avoid unnecessary layers of complexity but instead, highlight possibilities and encourage them to reach for their goals.

To achieve those content goals, we make sure our writing is:

Clear

Accessible content is good content for everyone. Choose plain language and simple sentences over cleverness and industry jargon.

Relatable

We create content for people. Don’t fall into the trap of sounding like a computer. All of our content—from faculty news to email responses—should be friendly and personable.

Helpful

Write in a way that suits the situation. Consider your medium and your reader’s level of knowledge, as well as their state of mind and immediate needs.