Tag: Writing

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AP Style Tips and Tutorials

Top 10 AP Style Oops

To maintain a consistent voice, tone and style across the university, it’s imperative to follow Associated Press style rules. Some can be hard to remember — so keep this cheat sheet of commonly misused items in your back pocket. And if you are looking for additional help, check our editorial style guide, which covers the most common AP style issues you’ll encounter in your work at Oregon State. We also recommend an online subscription to the AP Stylebook. It’s inexpensive, and if there are multiple writers in your office, you’ll get a break on a multi-license subscription.

1. “To” vs. the dash

When listing a range of dates or times, it is preferred to use the word “to” unless space is limited.

  • The party will take place from 2 to 3 p.m., not 2–3 p.m.
  • Don’t forget, always omit the first p.m. if both times are in the afternoon/evening. Make sure not to capitalize AM or PM and to use periods.

2. Capitalization of administrative titles

Administrative titles should only be capitalized if they are used before the person’s name.

  • Professor John Brown
  • Dean Mitzi Montoya
  • John Brown, a professor of psychology in the College of Liberal Arts

3. Describing alumni

Be sure to use the correct word, depending on whom you are speaking about:

Alumna: feminine singular

Alumnae: feminine plural

Alumnus: male or nonspecific gender singular

Alumni: masculine or mixed-gender plural

Alumnx: gender-neutral

Also, don’t use “alum.” AP considers it an informal version more often used in showbiz stories: She’s an alum of “Saturday Night Live.”

4. Off campus, on campus

Hyphenate when using as an adjective, not as an adverb.

  • Off-campus housing fills up quickly in the summer. Act fast!
  • She is planning to find housing off campus next term.

5. Website

One word, not capitalized. Nor is “internet” capitalized, and “email” is one word. These are changes AP has made to the stylebook in recent years. So you can toss the 2002 edition of the stylebook from your college days.

 6. Résumé

To avoid confusion with resume, the accent marks are necessary.

 7. Capitalizing majors and colleges

Majors should not be capitalized unless they are a proper noun:

  • He majored in English, not civil engineering.

When mentioning the full title of a university unit, capitalize it. Otherwise, keep it lowercase.

  • As part of her course work in economics in the College of Liberal Arts, Amy experimented with financial models.
  • As part of her Bachelor of Arts in Economics, Amy experimented with financial models.
  • Later today, we will attend a meeting with admissions representatives.
  • Later today, we will attend a meeting at the Office of Admissions.

8. Course work

Two words, not coursework

 9. Farther/further

Farther = physical distance

Further = figurative distance

  • He ran farther than anyone else.
  • We will further discuss the situation.

10. Numbers

All numbers under ten are spelled out. Beginning with the number 10, use the numerical version.

Bonus tip: Oregon State University vs. OSU

As part of our editorial style, it is preferred to spell out Oregon State, rather than using OSU. Because other institutions use the same initials, this best practice can help prevent confusion.

Use Oregon State University on first reference, followed by Oregon State throughout the remainder of the piece. OSU can be used, however, in instances where it is part of a formal name (e.g., OSU-Cascades, OSU Extension Service, OSU Foundation, OSU Alumni Association).

Categories
Tips and Tutorials Writing

In the new brand, headlines matter.

Instead of employing a few clever words that point back to body copy, headlines should carry the messaging and bold attitude of the brand themselves. That is why we often use declarative statements as headers. So, instead of saying “Scholarships & Financial Aid,” which is descriptive and accurate, consider saying “That future that you want for yourself — for the world, is attainable.” The latter conveys that financial aid is available while tapping into a bigger aspirational drive in students.

Keep it overt

One debacle we often face in University Marketing is how overt to be with our words. The key thing to remember is that we may be inundated in our messaging, but our audiences are not. The old adage applies — it takes seven impressions to make a customer. So be BOLD! Don’t waste your headlines on dry, informational tidbits or cheesy soundbites that don’t convey the number one thing you want your audiences to know.

We’ve been practicing this principle on the OSU homepage:

  1. Oregon State is a top 1 percent university in the world. We teach big, we think big, and it shows.
    • Message: world-leading research expertise and academic teaching
  2. Wherever you come from, your story matters. Jeong-Bin Kim discovered a welcoming, diverse community a world away from South Korea.
    • Message: a sense of belonging in a community that values diversity and inclusion
  3. Your stage could be anywhere. Bard in the Quad is part of the vibrant arts tradition at Oregon State.
    • Message: an environment that encourages creative experimentation

Keep it intriguing

Our students and faculty are doing great things at Oregon State. Don’t be afraid to brag on them, in language that everyone understands. Ask yourself, would I want to click on this story or read this ad?

  • Welcome to astrophysist Davide Lazzati’s lab, where cosmic explosions and black holes are the center of inquiry.
  • Our ideas stand on their own. MEET CASSIE.
  • Setting a record makes us want to do one thing, break it.

Keep it short

Yes, it’s a challenge with statement-like headlines, but so important. Readers have short attention spans and are often looking at text on mobile devices. Spend a few extra minutes cutting words and tailoring the headline to the medium.

  • This is how we do HOME in Beaver Nation.
  • You won’t miss your mom’s cooking (much).
  • The state of Oregon is our campus.

Happy headlining!

Categories
Tips and Tutorials Writing

How to Use Inclusive Pronouns in Your Writing

In line with our welcoming and inclusive brand personality, avoid assumptions about gender in your writing. When writing about a specific person, ask them which pronouns they use for themselves (e.g., she/her/hers, he/him/his, they/them/theirs). If a person does not identify with male or female pronouns, the plural they is preferred.

  • For example, “Samantha loves to paint. They take every painting class on campus.”

The plural they is also helpful when writing about a general person whose gender is not known instead of using the “he or she” construct or “s/he”. Though casual, this is Oregon State’s preferred style in marketing materials.

  • For example, “When a student moves into their residence hall, they should bring their own pillow.” When possible, pluralizing can help you avoid this construct: “Whenever students move into their residence halls, they should bring their own pillows.”

Beyond pronouns, avoid all gender stereotyping in your writing. For example, use firefighter, police officer, chair or chairperson. Use these rather than assuming gender in job titles.