WHAT IS VOICE & TONE?

At 黑料正能量C, we speak with a consistent voice across all publications and platforms. This voice is how we convey our brand and our personality to the world.

Our tone adapts to our audience and the purpose of writing. For example, social media writing may be more conversational and use shorter sentences, while writing for a potential foundation donor may call for longer, more dynamic sentences. However, it should always sound as if the same person is speaking. This consistency is the 黑料正能量C voice.

THE 黑料正能量C VOICE & TONE

The voice of 黑料正能量C is friendly, familiar, optimistic, helpful and straightforward. Our words are simple, concise and conversational. Less is more 鈥� we say what we mean in the simplest way. Our priority is to help our audience get the information they鈥檙e looking for and the support they鈥檙e seeking.

In writing, our voice is created through our word choice, sentence structure, and point of view. When writing in the 黑料正能量C Voice, a few key things to remember are:

Be inclusive

After first reference, use first person plural pronouns such as we, our, and us.

Instead of 鈥満诹险芰緾 offers degrees and certificates,鈥� say 鈥淲e offer degrees and certificates.鈥�

Be personable

Create closeness to your audience by speaking directly to them. Use pronouns such as you and your.

Instead of 鈥淪tudents can register today,鈥� say 鈥淵ou can register today.鈥�

Be helpful

You may be an expert, but avoid coming across as bossy.

Instead of 鈥淵ou must login to LancerPoint to register for classes,鈥� say 鈥淭rying to register for classes? Login to LancerPoint.鈥�

Be positive

Instead of 鈥淵ou can鈥檛 sign up for classes without taking the online orientation,鈥� say 鈥淭ake the online orientation to get started on your course registration.鈥�

Be friendly

Create friendliness through the use of warm, conversational words. Though informal words are great, carelessness such as spelling and grammar errors are not.

Use our to help answer any questions.

Be simple

When possible, choose simple, easily understandable words.

In the world of academia, there are many institutionalized words that should be used, even if they are a bit more 鈥渃omplex.鈥� Don鈥檛 dumb down the language. Instead, provide context to make it understandable.

Use our to help determine the correct academic words to use.

Be clear

Use clear language. Avoid jargon and idioms, which may be confusing to your readers. Write in the active voice, avoiding the passive voice when possible.

Instead of 鈥淐lub applications will be collected by the Associated Students,鈥� say 鈥淭he Associated Students will collect club applications.鈥�

Be Empathetic

Your goal as a content writer is to help users complete their tasks and understand information. When writing, be aware of this and make sure what you are saying is helping them reach that goal.

Consider why users are reading your content and how they are likely to be feeling. Are they current students, frustrated because they can鈥檛 figure out which classes to take? Are they new students, excited because they just finished applying to 黑料正能量C? Perhaps visiting community members, confused about where to park. When writing, adjust your tone to be conscientious of the wide range of emotions your readers are probably experiencing.