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Editorial Style
The way we communicate should be friendly, informative and sincere. Our messaging should always be concise and focused. While we have many great things to say about UCM, sometimes what we don’t say is just as impactful. Like white space on a page, we must let our story breathe.
UCM Voice
Our voice is:
- Energetic: We speak in an outgoing, approachable manner that reflects the friendly, connected, dynamic and supportive nature of our campus community. While we are confident in our academic offerings and proud of our institutional achievements, we are never pretentious or boastful.
- Empathetic: Our words show that we understand our students’ needs and are prepared to meet them. Our student-first focus should always shine through in our copy. Don’t forget that we are Mules! We care deeply, but we also take pride in being tough, resilient and resourceful. Avoid phrasing that paints the UCM experience as easy or effortless. We’re here to coach, not coddle.
- Empowering: We know that with the right attitude, UCM students can accomplish anything they set their minds to. This enthusiastic, can-do spirit is reflected in the words we choose. We strive for achievement-oriented language, but we never want to overstate our capabilities or make exaggerated claims. We should never come across as aggressive or salesy.
UCM Tone
| We are NOT: | We ARE: | Without Being: |
| Self-important | Humble | Self-deprecating |
| Dreamy | Determined | Pushy |
| Apathetic | Energetic | Salesy |
| Demanding | Empathetic | Indulgent |
| (not quite) | (just right) | (too much) |
Writing Guidelines
In keeping with the personality of the campaign, our content strategy should always bear in mind the following objectives:
BE HUMAN
Aim for copy that feels conversational. Use contractions where you can to keep your
content from feeling too straitlaced.
- Avoid — Too formal: If you would like more information about UCM, please contact us to schedule a campus tour.
- Preferred — More conversational: Want to know more about UCM? Schedule a visit and see for yourself what we’re all about!
BE AUDIENCE-ORIENTED
Whenever possible, use first-and second-person language (“we” and “you”) to speak
directly to the reader.
- Avoid: UCM students have a dedicated faculty mentor to help them build the confidence, skills and connections needed to reach their goals.
- Preferred: As a UCM student, you’ll have a dedicated faculty mentor who will help you build the confidence, skills and connections needed to reach your goals.
BE CLEAR
Opt for active voice over passive voice. Whenever possible, provide supporting examples
that show—rather than tell—readers what the UCM experience is like.
- Avoid — Passive Voice: A variety of intramural sports opportunities are offered at UCM, from basketball and soccer to flag football—and even Ping-Pong.
- Preferred — Active Voice: UCM offers a variety of intramural sports leagues, from basketball and soccer to flag football—and even Ping-Pong!
- Avoid — Too general: UCM offers a number of academic support services to help you succeed in school.
- Preferred — More specific: We’ve got you covered whether you’re tackling a tough math assignment or need help with a big-term paper! UCM offers FREE tutoring for more than 100 different courses. Our Tutoring Center staff will also work with you to develop a personalized study plan, strengthen your test-taking strategies and improve your presentation skills.
UCM Style Preferences*
Editorial style at UCM closely follows the Associated Press Stylebook and Webster's New World Collegiate Dictionary. In some instances, university style decisions supersede these references. AP Style is to be used for all written and electronic communications, including advertising, booklets, brochures, fliers, invitations, newsletters, webpages and presentations. Names of UCM buildings are available online. If you have a style question, consult the Associated Press Stylebook. If you still are unsure or unable to find an answer, please contact the Office of Integrated Marketing and Communications (IMC) at 660-543-4640.
This is a list of preferences, not exceptions.
- Use AP Style for all copy elements.
- Writing should be in the second person (you, yours, you’ll, etc.). Avoid the first
person unless it’s a first-person account.
- Correct: You will qualify for upper-level jobs in fields …
- Incorrect: Students will qualify for upper-level jobs in fields …
- Capitalize majors and fields of study when referring to a discipline or program within
a school.
- When writing academic degrees, use periods if there are only two letters (M.A., B.S.).
No periods are needed if there are more than two letters (MBA, CPE, BSBA). See AP
Stylebook for exceptions, including Ph.D.
- Use “emeritus” for a male and “emerita” for a female; “emeriti” is the plural form.
“Professor,” “dean,” etc. goes before one of these terms in a formal title (Professor
Emeritus John Doe).
- Always use “alumni” for plural instead of “alums.”
- “Alumnus” is preferred for a male and “alumna” for a female; “alum” is OK if speaking
to one unidentified person.
- In bulleted lists, capitalize the first letter after a bullet and use a period at
the end of a sentence, but not phrases.
- Always use the full name, University of Central Missouri or the approved abbreviation
UCM. Shortening the name in any other way, such as using only “Central” is not permitted.
- Capitalize “Homecoming” with or without UCM, a year or any other identifier if referring
to UCM’s celebration.
- Capitalize the name of a sport with “Mules” or “Jennies” when referring to the team
(Mules Football and Jennies Basketball). Do not capitalize before “game” (Mules football
game).
- Use “Jenny” for a single female team member, per UCM Athletics.
- Use “The Missouri Innovation Campus” or “The MIC” (note capital “The”), rather than
“MIC” or “Missouri Innovation Campus.”
- Write phone numbers as 660-543-8000 (vs. area code in parentheses).
- Titles should be lowercase unless they come directly before a name.
- “Health care” is two words; do not hyphenate as a compound modifier.
- A period always goes inside of quotation marks.
- Use of a percent symbol (%) is acceptable in copy, but “percent” must be spelled out
if the tone is formal.
- Use a space before and after an em dash; no space is needed before or after an en
dash.
- Hyphenate “first-generation student” as compound modifier.
- Hyphenate “student-athlete” as compound modifier.
- The formal name of the University of Central Missouri should be capitalized. After the initial reference to the formal name of the university, use a lowercase form of the word "university." The word "university" is lowercase when used by itself. The same rule applies after the initial reference of the formal names of colleges, schools, departments, offices, etc.
*This list is ongoing and will be added to as instances or specific/common questions arise.
Exceptions
- Ampersands (&) are permitted as a design element on social media graphics and various collateral items such as posters and postcards. They’re also allowed in social media content and bulleted lists.
