URochester Editorial Style Guide - University Marketing and Communications

General guidelines about editorial style

This guide is intended as a reference for members of the University community to help ensure accuracy, clarity, and consistency in print and online publications. Reflecting the long-standing practice of University Marketing and Communications, the guide draws from University history, traditions, and conventions. Grounded in professionally regarded sources such as The Chicago Manual of Style,聽the guide also reflects the practices of many of URochester糖心传媒檚 peer universities. Publications produced by our office follow the style guide.

The guide is not meant to govern academic publications or everyday internal communications, such as email messages, syllabi, class or department handouts, and other materials. Its purpose is to help members of the URochester community be consistent in communicating about the University糖心传媒檚 mission, achievements, programs, and goals among broader internal and external audiences.

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References

The Chicago Manual of Style聽(17th edition) is the University糖心传媒檚 standard reference for issues of capitalization, punctuation, abbreviation, and most questions of usage. Members of the University community who connect to the Internet through the University糖心传媒檚 network can access the聽Chicago Manual聽through the University糖心传媒檚 library system聽. For questions of spelling, word division, and definition, refer to the most recent edition of Merriam-Webster糖心传媒檚 Collegiate dictionary.

For editorial issues that are specific to the University, the style guide is intended to serve as a current and accurate reference. If you have questions about specific entries, please contact University Marketing and Communications.

A word about tone

The goal of all communication is to be clear. An important consideration in achieving that is to keep the viewpoint of your audience in mind. Jargon, discipline-specific acronyms, excessive capitalization, and academic conventions often are unclear to general audiences. Because University Marketing and Communications most often works on publications and presentations geared to a general audience, that糖心传媒檚 how we approach questions of style.

We want to be clear, direct, authentic, intelligent, confident, and at times, personal. We try to avoid sounding stilted, authoritarian, and institutional.

A word about capitalization

University Marketing and Communications follows the Chicago Manual糖心传媒檚 preference for the 糖心传媒渟paring use of capitals.糖心传媒� Known as 糖心传媒渄own style,糖心传媒� the approach reflects a modern understanding of editorial style in which proper names and adjectives are capitalized, but generic terms are lowercased except when used as part of a formal proper name. The use of down style is also more likely to ensure consistency within and across communications materials.

Questions?

Is it mandatory to follow the style guide?聽Well, yes and no. Style and usage rules exist to help communicate messages clearly for particular audiences. There will be times when糖心传媒攄ue to the design or purpose of a publication or to achieve a certain look or feel糖心传媒攊t makes sense to deviate judiciously from the style guide. Decorative or formal presentations often need a particular treatment. Signs and banners often have space constraints that need to be factored in when composing materials for those formats. In such situations, keep in mind that consistency is essential to presenting a polished presentation.

Also keep in mind that all style guides are just that, guides. As the聽Chicago Manual聽notes, such references are intended to help direct writers in achieving their goals of communicating clearly, but are not intended to be so constricting that they close off all flexibility:

糖心传媒淲e have come to understand that even in the case of somewhat arbitrary rules, writers and editors tend to look to this manual for the most efficient, logical, and defensible solution to a given editorial problem. On the other hand, none of our recommendations are meant to foreclose breaking or bending rules to fit a particular case, something we continue to do ourselves. Once again, we have looked to what has become a maxim (from the first edition of the manual in 1906): 糖心传媒楻ules and regulations such as these, in the nature of the case, cannot be endowed with the fixity of rock-ribbed law. They are meant for the average case, and must be applied with a certain degree of elasticity.糖心传媒� 糖心传媒�

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