City University of seattle BranD anD CoMMUniCations GUiDelinesPaGe 3
All written and verbal communications on behal o the university should be delivered in a positive voice where content isappropriate. The overall tone will be designed or the audience it is addressing.
PhILOSOPhY OF VOICE
The philosophy behind setting an established university voice is that it allows or uniorm messaging across the board, rangingrom the university’s website to internal e-mails to media documents. The university has a voice o authority, especially on highereducation issues where aculty and sta can serve as experts both internally and externally. This is turn enriches the university’simage within the community.
An integral part o CityU’s brand is consistency o style in its materials. The style or the university’s written materials is based onThe Associated Press Stylebook (AP). The AP reerence stylebook is used by worldwide media outlets and updated on a yearly basiswith new material. AP style will be used unless prevailing practice dictates another ormat or the audience/medium. For example,academic documents should be written in American Psychological Association (APA) style.The philosophy behind committing the university to the AP writing ormat is that communications will have consistency in universitypublications, both online and in print. The Communications/PR department sta can also reer aculty and sta to this longstandingrulebook and succinctly answer their questions with best writing practices used throughout the world. AP style also eliminates theneed or the creation o a separate or additional university stylebook while reducing errors within copy. University materials writtenin AP style have the added beneft o being “media-ready” as they will adhere to the majority o media guidelinesCopies o the AP stylebook can be purchased at http://www.apstylebook.com/.Following are examples o requent usage including a ew instances in which CityU style varies rom AP. For a complete guide tousage, please reer to The AP Stylebook.
CITY UNIVERSITY OF SEATTLE SPECIFIC GUIDELINES
When writing City University o Seattle, it should appear with proper grammatical spacing as City University o Seattle and not asCityUniversity o Seattle. When using the shorter version o our name in copy, don’t space the name as two words. Use CityU andnot City U. Reerence the country locations within body copy as City University o Seattle in Prague, Czech Republic and/or CityUo Seattle in Prague, Czech Republic.The frst reerence should always be ull name.
(Always capitalize “U” when reerring to CityU).
Agencies and organizations are not written with periods.FBI, UN, CIA, NHL, OPEC etc.Countries are written with periods.U.K., G.B., Fr., Ger. *(Exceptions: US - United States spelled out is the preerred method)
ARTICLES (A, AN, AND ThE) WITh ABBREVIATIONS
Use the appropriate article (a, an, or the) with abbreviations when you would use that article in speech. The choice between using a oran is determined by how the abbreviation is pronounced. You generally do not need an article when an abbreviation is used as a noun.
Guide: Use the article “a” beore consonant sounds: a historic event, a one-year term. Use the article “an” beore vowelsounds: an energy crisis, an honorable man, an NBA record (sounds like it begins with the letter e), an 1890s celebration.