Knowledge Tree
University of Southern Indiana
Facts (21)
Sources
Writing, Tone and Voice - University of Southern Indiana usi.edu 21 facts
claimThe University of Southern Indiana prioritizes usability and readability in professional writing because readers are often in a hurry and skim content.
claimThe University of Southern Indiana recommends that professional writing tone should feel authentic rather than forced.
claimThe University of Southern Indiana utilizes a consistent voice to humanize its brand and enable more natural conversations.
perspectiveThe University of Southern Indiana advises that writing tone should avoid being overly academic, using internal jargon, employing higher education cliches, or sounding sales-like.
claimThe University of Southern Indiana instructs writers to treat the institution as a singular human being with one consistent voice rather than a fragmented personality.
claimThe Associated Press Stylebook serves as the primary editorial reference guide for University of Southern Indiana communications, with some exceptions.
claimThe University of Southern Indiana's persona is categorized into three types: Type 1 (determined, proud, resilient, and dedicated), Type 2 (caring, hospitable, supportive, and inclusive), and Type 3 (transformative, innovative, visionary, and forward-thinking).
claimThe University of Southern Indiana advises writers to consider diverse audiences beyond college graduates, including high school students, parents, grandparents, non-native English speakers, and distracted individuals.
procedureThe University of Southern Indiana recommends considering four factors when writing: content type, the reader, message intent, and reader feelings.
claimThe University of Southern Indiana advises against mixing second-person and third-person perspectives in the same communication, as it causes reader confusion regarding the source and address of the message.
claimTone reflects the attitudes and overall feel a writer intends for a reader to experience, as well as how the University of Southern Indiana comes across to others.
claimThe University of Southern Indiana suggests using second-person writing for recruitment content directed at prospective students to create a personal and inviting tone.
claimThe University of Southern Indiana identifies specific target audiences for its communications, including prospective students, first-time college students, first-generation students, transfer students, adult learners, international students, alumni, donors, and the community.
claimThe University of Southern Indiana defines its institutional voice as determined, caring, and transformative.
perspectiveWhen writing web or promotional content, the University of Southern Indiana recommends aiming for a high school reading level.
claimWhen target audiences overlap, the University of Southern Indiana advises writers to select a tone that appeals to the broader group.
perspectiveThe University of Southern Indiana recommends that its copy should be friendly, confident, direct, and reassuring to reflect its reputation as a welcoming place with a sense of family.
perspectiveThe University of Southern Indiana suggests that copy should be short and to the point while remaining real and personal.
claimThe University of Southern Indiana advises caution when using humor in professional writing, noting that it can be off-putting if executed poorly.
claimThe University of Southern Indiana recommends using third-person writing for general informational content about the institution.
referenceThe University of Southern Indiana Editor’s Manual provides guidance for writing style cases that fall outside of AP Style guidelines, as well as lists of buildings, places, and department names.