Writing Style

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Overview

The words and tone we use help us showcase Carolina. Our copy should be direct, conversational and to the point. Our words should convey Carolina’s commitment to research and innovation, opportunity and affordability, a vibrant student life and serving the people of North Carolina and beyond.

Whenever possible, our writing should show how what happens on campus affects our audiences and how Tar Heels are always searching for new solutions to problems, seeking unique ways to tackle complex issues and giving back to our community and the world.

 

Key Messages

 

  • The stories that we tell on our digital platforms should reflect how the University is creating change and shaping the future of North Carolina and beyond. Our key messages help serve Carolina’s larger strategic priorities, mission and vision.  
  • Key messages are distributed to department and school leadership and should be referred to as a way to streamline our messaging across the University.  

Tone Words

The following words should be used as a guide when thinking about the emotion or attitude you want your content to convey:

  • Genuine
  • With heart
  • Inspired
  • Dynamic
  • Steadfast
  • Original
  • Sharp
  • Fun

Remember the Carolina Connection

When writing, ask these questions:

  • Why is UNC-Chapel Hill communicating about this issue or situation?
  • What makes the Carolina perspective unique?

Consider the Audience

We write for many audiences: current and prospective students, alumni, faculty and staff, policymakers, fans and the general public. Identify the primary audience before starting to write. For example, a story about faculty research usually targets members of the general public who may be interested in a better understanding of the work the faculty member does and the impact it will have on their lives.

 

Brevity Prevails

We are competing with hundreds of millions of active websites, plus social media, Netflix, Carolina sporting events, textbooks, blogs, family and friends. Follow these guidelines when creating written content:

  • Keep it short and to the point.
  • A story can usually be told in 400-600 words. If a story is long, consider pulling out some information and writing a second story.
  • Consider adding multimedia assets to the story. 
  • Link to other sites/stories to provide more information; do not duplicate information located elsewhere on the website.

Tips for Displaying Content

  • Use a lot of photos to break up text and keep readers engaged 
  • Incorporate video when possible
  • Use pull quotes
  • Include infographics or data visualization to help explain the significance of figures and research findings
  • Consider adding audio snippets or animations where website capabilities and content may allow 
  • Keep paragraphs short
  • Use subheads

 

Contact

For further guidance on the University’s writing style, contact Chelsey Holts, director of content strategy, at content@unc.edu.