{"id":106,"date":"2026-08-06T19:35:18","date_gmt":"2026-08-06T19:35:18","guid":{"rendered":"https:\/\/wwwtest.ucf.edu\/brand\/?page_id=106"},"modified":"2026-09-30T19:03:01","modified_gmt":"2026-09-30T19:03:01","slug":"writing-by-content-type","status":"publish","type":"page","link":"https:\/\/www.ucf.edu\/brand\/writing-by-content-type\/","title":{"rendered":"Writing by Content Type"},"content":{"rendered":"\n<section class=\"wp-block-group alignfull brand-section is-layout-constrained wp-block-group-is-layout-constrained\"><nav class=\"brand-index wp-block-ucf-brand-section-index\" aria-labelledby=\"brand-index-title-1\"><h2 class=\"brand-index__title\" id=\"brand-index-title-1\">UCF HAS SPECIFIC STANDARDS FOR:<\/h2><ul class=\"brand-index__list\"><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#marketing-writing\"><span class=\"brand-index__num is-style-meta\">3.1<\/span><h3 class=\"brand-index__label\">Marketing Writing<\/h3><\/a><p class=\"brand-index__desc\">Best practices in general and by medium<\/p><\/li><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#social-media-writing\"><span class=\"brand-index__num is-style-meta\">3.2<\/span><h3 class=\"brand-index__label\">Social Media Writing<\/h3><\/a><p class=\"brand-index__desc\"><span class=\"badge\">Content Coming soon\u00a0<\/span><\/p><\/li><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#webpage-writing\"><span class=\"brand-index__num is-style-meta\">3.3<\/span><h3 class=\"brand-index__label\">Webpage Writing<\/h3><\/a><p class=\"brand-index__desc\">For any page in the ucf.edu ecosystem<\/p><\/li><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#editorial-writing\"><span class=\"brand-index__num is-style-meta\">3.4<\/span><h3 class=\"brand-index__label\">Editorial Writing<\/h3><\/a><p class=\"brand-index__desc\">From news sites like UCF Today to publications<\/p><\/li><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#external-communications\"><span class=\"brand-index__num is-style-meta\">3.5<\/span><h3 class=\"brand-index__label\">External Communications<\/h3><\/a><p class=\"brand-index__desc\">Including press releases, media pitches and more<\/p><\/li><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#internal-communications\"><span class=\"brand-index__num is-style-meta\">3.6<\/span><h3 class=\"brand-index__label\">Internal Communications<\/h3><\/a><p class=\"brand-index__desc\">Enewsletters from institution- to division-level<\/p><\/li><\/ul><\/nav><\/section>\n\n\n\n<div class=\"wp-block-group is-style-paper-accent has-body-font-size is-layout-constrained wp-container-core-group-is-layout-781ba673 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<h4 class=\"wp-block-heading has-body-font-family has-ui-font-size\">Keep in Mind<\/h4>\n\n\n\n<p class=\"has-body-font-size wp-block-paragraph\" style=\"padding-top:0;padding-bottom:0\">University Brand and Marketing, and University Strategic Communications, follow the Associated Press Stylebook and Merriam-Webster dictionary unless otherwise noted in the <strong><a href=\"https:\/\/www.ucf.edu\/brand\/writing-stylebook\">UCF Writing Stylebook<\/a><\/strong>. Colleges, departments and units should also follow these standards in marketing and communications pieces.&nbsp;<\/p>\n<\/div>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-style-light is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"marketing-writing\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">Marketing Writing<\/h2>\n\n\n\n<p class=\"is-style-reading-width is-style-default wp-block-paragraph\">Reference this section when writing marketing content across various mediums for recruitment, awareness, reputation building and more.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width is-style-default wp-block-paragraph\">Also refer to the <strong><a href=\"https:\/\/www.ucf.edu\/brand\/marketing-strategy\/\" data-type=\"link\" data-id=\"https:\/\/www.ucf.edu\/brand\/marketing-strategy\/\">marketing strategy<\/a><\/strong> section for valuable insight to create stronger materials that help achieve your goals.<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:var(--wp--preset--spacing--50)\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:0\">Overall Marketing Writing Notes<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Clearly address our audience&#8217;s priorities or concerns<\/strong>, communicating the benefit or value UCF creates. For most audiences, frame it as what they gain or experience, instead of simply what we offer. For reputation and public affairs audiences, frame it as what industry or society gains, or how our state, region or country is positively impacted by UCF.<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Stay focused on the main takeaway(s).<\/strong> Jamming in too many angles or points can cause confusion and make the piece much longer, which may lose our audience altogether. We shouldn&#8217;t try to say everything everywhere to everyone.<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">If it&#8217;s necessary to demonstrate breadth, consider a &#8220;from\u2026to&#8221; phrase to avoid a long list. Example: &#8220;From engineering to nursing to hospitality, our region&#8217;s key industries rely on UCF grads.&#8221;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Support claims with proof.<\/strong> Pair abstract concepts and aspirational language with concrete examples, results, rankings, figures or impactful details. It&#8217;s not just about what we believe, but what we do.<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Brand language shouldn&#8217;t be heavy-handed.<\/strong> Avoid using &#8220;dare,&#8221; &#8220;build&#8221; or &#8220;what&#8217;s next&#8221; in every headline, subhead or piece of body copy. Strategic content should already adhere to one or more of our brand pillars, embrace the sentiment of our brand essence and be written in a way that reflects our brand personality and voice without conveying the brand too literally.<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Write headlines, not titles.<\/strong> Headlines shouldn&#8217;t need supporting copy to make sense. Use strong verbs or gerunds to bring energy instead of simply stating the topic of the piece. This may make headlines a little longer, but they&#8217;ll be more powerful.<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Example: Instead of &#8220;Student Advising Sessions,&#8221; add a verb speaking to the student and highlight the benefit, like &#8220;Get Personalized Support to Succeed.&#8221;<\/li>\n\n\n\n<li>Example: Instead of &#8220;Strong Graduate Outcomes,&#8221; add a gerund and a bit more specificity about what UCF does, like &#8220;Providing Top Talent for Fields of the Future.&#8221;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Generally avoid &#8220;from ___ to ___&#8221; headline structures because they&#8217;re passive and can be vague or trite.<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Example: &#8220;From Class to Your Career.&#8221;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Provide natural next steps.<\/strong> Consider where in the marketing funnel our audience is when they receive this piece, and what actions they&#8217;d realistically take next. Are prospective students actually ready to apply \u2014 or do they first need to explore degrees? Are conference attendees already familiar with UCF \u2014 or do they first need a broad introduction?<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Try to avoid inaccessible language and bland calls to action.<\/strong> Ideally, our CTAs are as descriptive, compelling and interesting as possible, always being mindful of length for areas like buttons.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Example: \u201cFind out more\u201d is better than \u201c<em>read<\/em> more,\u201d but something more detailed and specific to the content would be best, like &#8220;discover UCF&#8217;s role in Artemis IV.&#8221;<\/li>\n\n\n\n<li>Example: \u201cExplore our impact\u201d is better than \u201c<em>see<\/em> our impact,\u201d but something more concrete from the content would be best, like &#8220;explore how nanotech improves medicine.&#8221;<\/li>\n\n\n\n<li>Example: \u201cExperience the electric atmosphere\u201d is better than \u201c<em>hear<\/em> the crowd roar.\u201d&nbsp;<\/li>\n\n\n\n<li>Example: \u201cTake a tour\u201d is better than \u201ctake a <em>walking<\/em> tour.\u201d&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Metaphorical phrases are generally OK.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Example: &#8220;Take the next step in your journey&#8221; doesn&#8217;t mean physically stepping.<\/li>\n\n\n\n<li>Example: &#8220;We open doors to opportunity&#8221; doesn&#8217;t mean physically opening.<\/li>\n\n\n\n<li>Example: &#8220;Create a brighter future&#8221; doesn&#8217;t mean visibly brighter.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:0\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\">Marketing Writing Best Practices by Medium<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\" style=\"font-style:normal;font-weight:400\">This is not an exhaustive list, but some of the most important things to remember for some of the most commonly used marketing mediums across the university.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emails<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Use clear hierarchy and thoughtful formatting. Consider bolding key phrases for readers who skim and using in-line text links to relevant content, if appropriate.<\/li>\n\n\n\n<li>Many people check emails on their phone, so review email content in desktop, tablet and mobile views. Remember: Copy will always look significantly longer in layout than in a Word doc, so be as concise as possible without losing impact.<\/li>\n\n\n\n<li>In subject lines, lead with clear, concrete language over abstract concepts or pure clickbait. Speak to real results or future outcomes relevant to the audience. If appropriate, tout partners, affiliations or achievements to add credibility and prestige.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Digital ads (web banners, paid social)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>For animated ads that end on a single frame, make sure what&#8217;s displayed is a complete thought that makes sense without the context of previous frames.<\/li>\n\n\n\n<li>For placements like paid social with supporting copy, consider how the image copy, post copy and CTA copy work together to add value and avoid redundancy.&nbsp;<\/li>\n\n\n\n<li>Keep copy focused and concise, avoiding paragraphs and lots of details or examples.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Short-form print pieces (ads, posters, flyers, direct mail)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Avoid one huge paragraph. Keep content focused and concise.<\/li>\n\n\n\n<li>Consider featuring stats or rankings as callouts so they don&#8217;t get lost in body copy.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Long-form print pieces (booklets, brochures)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Instead of maxing out real estate with more copy, leave plenty of room for photos or white space so the audience isn&#8217;t overwhelmed.<\/li>\n\n\n\n<li>Avoid large blocks of copy. Break content into more focused, more digestible sections, using clear headlines and subheads for better skimmability.<\/li>\n<\/ul>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-style-paper is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"social-media-writing\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">Social Media Writing<\/h2>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><span class=\"badge\">Content Coming Soon<\/span><\/p>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-style-light is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"webpage-writing\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">Webpage Writing<\/h2>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Reference this section when creating content for any page in the ucf.edu ecosystem, including for colleges, departments and units, along with special initiatives, campaigns and more.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Adhering to these best practices can improve visibility in search results and help content surface in AI-powered experiences.<\/p>\n\n\n\n<div class=\"wp-block-group is-style-paper-accent is-layout-constrained wp-container-core-group-is-layout-781ba673 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<h4 id=\"h-keep-in-mind\" class=\"wp-block-heading has-body-font-family has-ui-font-size\">Keep in Mind<\/h4>\n\n\n\n<p class=\"has-body-font-size wp-block-paragraph\">Most people visiting UCF\u2019s website are on a phone. Consider how content appears on a small screen first \u2014 including length and hierarchy \u2014 then the desktop experience.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:var(--wp--preset--spacing--50)\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:0\"><strong>Overall Webpage Writing Notes<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Have a clear understanding of what the page is for<\/strong> and what you want the audience to do next. Quickly deliver on what they were promised in a search result, AI answer or the marketing piece that brought them to the page.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li><strong>Don\u2019t welcome people to your page.<\/strong> It\u2019s archaic and unnecessary. The top of a page is the most valuable real estate. Maximize impact with a powerful headline and concise preview of what\u2019s in store for people.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Write for a scan, not a full read.<\/strong> Audiences arrive at a site looking for something specific. But if they can\u2019t find it easily, they leave. People scan pages in an F-shape \u2014 across the top, across again just below, then down the left side \u2014 before they fully read anything, <em>if<\/em> they do at all.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li><strong>Put the conclusion first.<\/strong> The most important takeaway should be at the top of the page. Then every section should lead with the most important point. Details come after.&nbsp;<\/li>\n\n\n\n<li><strong>Use strong, clear headings.<\/strong> Audiences should understand the message or main point from headings alone. Prioritize clarity and impact over cleverness. Headings should not <em>need<\/em> subheads to make sense.&nbsp;\n<ul class=\"wp-block-list\">\n<li><strong>Subheads must add value<\/strong>, not rephrase a heading, so audiences are inclined to scroll farther down the page.&nbsp;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Stay focused on one idea per paragraph<\/strong> and keep paragraphs short, just a few sentences. If you can, opt for bulleted lists or other visually dynamic ways to communicate a series of items or multiple examples.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Leverage proof points, examples and specifics<\/strong> to support claims and firm up soft language. If content briefly speaks broadly on topics like humanity\u2019s future, industry\u2019s priorities or our region\u2019s needs, it should also always highlight UCF\u2019s distinct role or strengths in that context.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li><strong>Name people, labs, degrees and other details.<\/strong> When including a quote or testimonial, attribute it to a specific person, not a generic placeholder.&nbsp;<\/li>\n\n\n\n<li><strong>Audit all details<\/strong> <strong>at least annually<\/strong> to ensure accuracy and remove outdated info. Maintain the same details across all mentions of the proof point or stat to avoid contradictions.&nbsp;<\/li>\n\n\n\n<li><strong>State the actual year or time frame,<\/strong> instead of using time-sensitive language like \u201clast spring,\u201d so content doesn\u2019t become confusing or outdated as quickly.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Link properly and purposefully.<\/strong> Use inline links, where the underlined phrase tells people where they\u2019re going or what they\u2019ll find at the destination.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li><strong>Send audiences to relevant UCF webpages<\/strong> instead of outside destinations, when possible. This is especially useful for providing extra detail or helpful background without distracting from the key takeaways of the current page.&nbsp;<\/li>\n\n\n\n<li><strong>If content already exists, link it \u2014 don\u2019t duplicate it.<\/strong> Details pasted from another page can become outdated and inaccurate without you knowing. Instead of trying to own that content on your page, send audiences straight to the source.&nbsp;<\/li>\n\n\n\n<li><strong>Don\u2019t use \u201cclick here\u201d<\/strong> or other vague phrasing for links. Not only is it unclear for audiences, but it also disrupts the content flow.&nbsp;<\/li>\n\n\n\n<li><strong>Don\u2019t paste a URL<\/strong> into page copy. The text doesn\u2019t wrap, it breaks the layout on mobile or tablet views, and screen readers read it character by character.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Alt text should describe<\/strong> what the photo or graphic depicts, making the connection to why it\u2019s on the page.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Write a thoughtful H1 and meta description<\/strong> that <strong><\/strong>make sense in search results.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li><strong>The H1 becomes the page title by default.<\/strong> Write a descriptive but concise page title (50-55 characters). Avoid vague language like &#8220;home&#8221; for your home page or &#8220;profile&#8221; for a specific person&#8217;s profile.&nbsp;<\/li>\n\n\n\n<li><strong>The meta description should inform<\/strong> and interest audiences with a short, relevant summary (140-150 characters) of what the page is about. Treat it like a pitch to convince someone that the page is exactly what they&#8217;re looking for.&nbsp;<\/li>\n\n\n\n<li><strong>We use the Yoast plugin<\/strong> to easily update page title, meta description and social metadata (Open Graph). You can also preview to see if anything is truncated.&nbsp;&nbsp;<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:0\">\n<h3 class=\"wp-block-heading is-style-default has-heading-3-font-size\">Writing with Web Design in Mind<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Never skip a heading level for styling.<\/strong> Nest them in order, H2 to H3 to H4. Skipping or overriding a level can negatively affect accessibility or readability, and risk your page not appearing in search results.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Use text styling intentionally.<\/strong> Let the page style do the heavy lifting instead of trying to customize every content field or draw attention to too many things.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li><strong>Keep all caps to a minimum.<\/strong> Never put body copy, list items, link text or alt text in all caps. If using all caps for headlines, they must be succinct, keeping any capitalized run under 25 characters.&nbsp;<\/li>\n\n\n\n<li><strong>Only underline links,<\/strong> not words or phrases for emphasis.&nbsp;<\/li>\n\n\n\n<li><strong>Italicize sparingly,<\/strong> only when emphasis is needed to aid comprehension of the intended meaning.&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>Bold sparingly.<\/strong> If multiple words or phrases are bold in a sentence or paragraph, none of them end up standing out.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Don\u2019t dump content into FAQ-style lists.<\/strong> Instead, organize content thoughtfully into sections and use clear hierarchy so it\u2019s more intuitive to find. Reserve long FAQ-style lists for special use cases. (This page is a bit of an exception because the content is intended to function like stylebook entries.)&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Don\u2019t \u201chide\u201d long content inside collapsible sections or accordions.<\/strong> Those containers are appropriate for stepped information, but shouldn\u2019t be used as a way to stuff more content onto a page.&nbsp;<\/p>\n<\/div>\n\n\n\n\n<\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-style-paper is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"editorial-writing\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">Editorial Writing<\/h2>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Reference this section when creating content for UCF Today, university publications, college\/unit news sites and other similar placements.<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:var(--wp--preset--spacing--50)\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:0;margin-bottom:0\"><strong>Developing Strong Enterprise Stories<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Stories should align with at least one of the key priorities of University Strategic Communications:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Student success, access and upward mobility at scale&nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li>Workforce and economic impact&nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li>Research, innovation and real-world solutions&nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li>Institutional excellence, efficiency and momentum&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Ideally, stories should be told through the brand lens of <em>daring<\/em>, reflecting:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Ambition and boldness&nbsp;<\/li>\n\n\n\n<li>Real challenge and complexity&nbsp;<\/li>\n\n\n\n<li>Transformation&nbsp;<\/li>\n\n\n\n<li>Impact beyond the immediate moment&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Considerations for exceptions include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Accumulated impact: If we tell more stories like this, what picture of UCF are we creating over time? Does it reinforce or distract from the narrative we\u2019re advancing?&nbsp;&nbsp;<\/li>\n\n\n\n<li>Strategic moment: Is this particularly relevant right now given institutional priorities, external context or leadership focus?&nbsp;&nbsp;<\/li>\n\n\n\n<li>Reputational value: Does this shape how UCF is perceived by key external audiences?&nbsp;<\/li>\n\n\n\n<li>Distinctiveness: Is this something only UCF can credibly tell? Does it differentiate us from peers or would it sound interchangeable?&nbsp;<\/li>\n\n\n\n<li>Opportunity cost: Is this the best use of enterprise storytelling resources right now?&nbsp;<\/li>\n\n\n\n<li>Execution readiness: Can this be told well with clarity, access and impact right now, or does it need more development?&nbsp;&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">UCF Today stories should typically adhere to these word counts:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Standard stories: 300-750 words&nbsp;&nbsp;<\/li>\n\n\n\n<li>Profiles: 450-800 words&nbsp;&nbsp;<\/li>\n\n\n\n<li>Research stories: 500-850 words&nbsp;&nbsp;<\/li>\n\n\n\n<li>Long-form features and human-interest stories: 800-850+ words (as appropriate)&nbsp;<\/li>\n<\/ul>\n<\/div>\n\n\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:0\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\"><strong>General Editorial Notes&nbsp;<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Make sure stories are focused and purposeful. <\/strong>Be thoughtful about what information (who, what, when, where, why and how), strategic messaging and brand messaging you want the reader to take away from the story. Use proximity or timeliness, or identify a human experience element, to frame your storytelling and publication details.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Stories don\u2019t need to be told in chronological order. <\/strong>Start with the most compelling, unique or newsworthy element for a powerful lede. What would you naturally share first in conversation?&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Be intentional about using quotes and where they\u2019re placed<\/strong>. Strong quotes can introduce valuable perspectives or help explain complex thoughts. Aim to use concise but descriptive quotes that can\u2019t be easily paraphrased. Avoid summarizing the same idea before or after the quote so it makes a more powerful impact and content doesn\u2019t feel redundant.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Optimize readers\u2019 experience with thoughtful formatting and hierarchy. <\/strong>Consider breaking up the story in natural places with section headers for easy skimming. Incorporate strong pull quotes. Embed photos or videos in the story instead of only having one header image. Add in-line links to relevant content, where appropriate.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Always consider the visual(s) to pair with stories. <\/strong>Think of how to enhance readers\u2019 experience and understanding, whether it\u2019s by adding photos, videos, graphics or even charts to display complex data.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>For photo captions:&nbsp;\n<ul class=\"wp-block-list\">\n<li>Write in present tense and use complete sentences that explain the subject or activity shown, supplying information that the photo cannot.&nbsp;<\/li>\n\n\n\n<li>Name all visibly identifiable people in the photo, when possible.&nbsp;<\/li>\n\n\n\n<li>Include photo credit in parentheses: \u201c(Photo by Jane Doe)\u201d or \u201c(Photo courtesy of XYZ Organization)\u201d&nbsp;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"external-communications\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">External Communications<\/h2>\n\n\n\n<p class=\"is-style-reading-width is-style-default wp-block-paragraph\">Reference this section when writing press releases, pitching ideas for media coverage and other similar public relations roles or activities.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-group is-style-paper-accent is-layout-constrained wp-container-core-group-is-layout-781ba673 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<h4 class=\"wp-block-heading has-body-font-family has-ui-font-size\">Keep in Mind<\/h4>\n\n\n\n<p class=\"has-body-font-size wp-block-paragraph\">Colleges, departments and units should strategize and execute any media pitches, major announcements or external communications to the media or public in collaboration with University Strategic Communications.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:var(--wp--preset--spacing--50)\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:0\"><strong>Developing Strong Enterprise Stories<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Stories should align with at least one of the key priorities of University Strategic Communications:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Student success, access and upward mobility at scale&nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li>Workforce and economic impact&nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li>Research, innovation and real-world solutions&nbsp;&nbsp;&nbsp;<\/li>\n\n\n\n<li>Institutional excellence, efficiency and momentum&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Ideally, stories should be told through the brand lens of <em>daring<\/em>, reflecting: &nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Ambition and boldness &nbsp;<\/li>\n\n\n\n<li>Real challenge and complexity &nbsp;<\/li>\n\n\n\n<li>Transformation &nbsp;<\/li>\n\n\n\n<li>Impact beyond the immediate moment &nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Considerations for exceptions include: &nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>Accumulated impact: If we tell more stories like this, what picture of UCF are we creating over time? Does it reinforce or distract from the narrative we\u2019re advancing?  &nbsp;<\/li>\n\n\n\n<li>Strategic moment: Is this particularly relevant right now given institutional priorities, external context or leadership focus?&nbsp;<\/li>\n\n\n\n<li>Reputational value: Does this shape how UCF is perceived by key external audiences?&nbsp;<\/li>\n\n\n\n<li>Distinctiveness: Is this something only UCF can credibly tell? Does it differentiate us from peers or would it sound interchangeable?&nbsp;<\/li>\n\n\n\n<li>Opportunity cost: Is this the best use of enterprise storytelling resources right now?&nbsp;<\/li>\n\n\n\n<li>Execution readiness: Can this be told well with clarity, access and impact right now, or does it need more development?&nbsp;<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:0\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\"><strong>General External Communications Notes<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Regionalize, nationalize and\/or globalize<\/strong> what we\u2019re doing at UCF to provide context and help convey the significance.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Highlight collaboration,<\/strong> either within the university or with partners, whether they\u2019re companies, organizations or peer institutions. Interdisciplinary collaboration is an especially important aspect of what we do at UCF, but collaboration between faculty members and students is also great to tout.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Show enthusiasm for the future of the field,<\/strong> not just for our own contributions. At UCF we research, discover and invent for the greater good, and are excited about collective advancements toward a common goal.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Use common language and break down any barriers,<\/strong> especially in research and scientific writing for a broad audience. Be mindful of insider terminology and industry jargon.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Provide strong quotes from key people,<\/strong> preferably with a mention of \u201cUCF\u201d or \u201cthe University of Central Florida\u201d for recognition. Ensure details are correct, including claims, stats or rankings, and the proper name of the program, initiative, etc.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>When attributing quotes, prioritize using faculty and staff members\u2019 full, formal titles.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Provide quality headshots and appropriate visuals,<\/strong> whether conveying an abstract research concept or showcasing a physical invention or facility.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\"><strong>Add strategic hyperlinks to relevant content,<\/strong> like a new landing page or UCF Today story supporting content in the press release, if appropriate.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width\">\n<li>For faculty members, consider linking to their page in the UCF Experts Guide.&nbsp;<\/li>\n<\/ul>\n\n\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:0\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\"><strong>Standard Boilerplate for Press Releases<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span class=\"badge\">as of August 2026<\/span><\/p>\n\n\n\n<div class=\"wp-block-group is-style-paper is-layout-constrained wp-container-core-group-is-layout-d68e0c4f wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50)\">\n<p class=\"wp-block-paragraph\">UCF is a leading public metropolitan research university designed to power the future. Founded to fuel the space race, UCF is Florida\u2019s Technological University \u2014 a place where imagination and determination turn bold ideas into real-world impact. Each year, nearly 19,000 Knights earn degrees that prepare them to lead, with 85% of graduates launching high-impact careers in the Orlando region and strengthening Florida\u2019s workforce and economy. Through powerful partnerships with industry and government, UCF advances discovery, connects talent to opportunity and expands what is possible for Florida. Recognized by <em>U.S. News &amp; World Report<\/em> as one of the nation\u2019s most innovative universities, UCF proves that the future is not something we wait for \u2014 it is something we dare to build.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:0\">\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\"><strong>UCF Experts Guide<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This ever-growing resource helps news reporters connect with UCF faculty members who are leading experts in topics important to our region, state and nation.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.ucf.edu\/experts\/\" target=\"_blank\" rel=\"noopener\">EXPLORE THE EXPERTS GUIDE<\/a><\/div>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-style-paper is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"internal-communications\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">Internal Communications<\/h2>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">UCF faculty members, staff and students are our most important ambassadors, and we aim to keep our campus community well-informed and engaged. At the institutional level, University Internal Communications publishes two enewsletters.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\"><strong>The Provost\u2019s Pulse<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">From Provost and Executive Vice President for Academic Affairs John Buckwalter, this enewsletter is generally published twice a month during the fall and spring semesters, and once a month during the summer and semester breaks.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s distributed to faculty and staff, including student employees. It highlights accomplishments across the UCF community, shares university updates, and connects readers with events, resources and opportunities that support their work and student success.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Submissions can be sent to Scott Mauro, director of communications for Academic Affairs, at <a href=\"mailto:Scott.Mauro@ucf.edu\">Scott.Mauro@ucf.edu<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\"><strong><strong>Insights From the Edge of Innovation<\/strong><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">From Vice President for Research and Innovation Winston Schoenfeld, this bimonthly enewsletter showcases UCF faculty and staff members\u2019 impactful research that\u2019s solving society\u2019s biggest challenges and boldly advancing ideas from discovery to the marketplace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s distributed to UCF faculty and research staff, along with research partners in government, industry and academia.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Submissions, or requests to be added to this distribution list, can be sent to Mikita Nayee, senior manager of research communications, at <a href=\"mailto:Mikita.Nayee@ucf.edu\">Mikita.Nayee@ucf.edu<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading is-style-reading-width has-heading-3-font-size\" style=\"margin-top:var(--wp--preset--spacing--50)\"><strong><strong><strong>Other Enewsletters<\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Many colleges, departments and units also publish their own enewsletters, and send emails to their students, faculty and staff. We encourage you to follow these best practices:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Highlight content from your areas amplifying how you\u2019re making an impact to advance institutional priorities.\u00a0<\/li>\n\n\n\n<li>Include content relevant to the majority of faculty, staff and\/or students in your audience. If it\u2019s only relevant to a smaller group, consider a smaller distribution strategy.\u00a0<\/li>\n\n\n\n<li>Write concisely, avoid jargon and use language that\u2019s easily understood by your audience.\u00a0<\/li>\n\n\n\n<li>If there\u2019s a call to action, define it clearly and make sure it stands out.\u00a0<\/li>\n\n\n\n<li>Intentionally use short headlines, summaries, bullet points and selective bold text to make your enewsletter easier to scan.\u00a0<\/li>\n<\/ul>\n\n\n\n\n\n\n<\/section>\n\n\n\n<div class=\"wp-block-group is-style-dark-accent is-layout-constrained wp-container-core-group-is-layout-63300db9 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<p class=\"is-style-default has-body-font-family wp-block-paragraph\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--20);text-transform:uppercase\"><strong>QUESTIONS ABOUT ON-BRAND WRITING?&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reach out to University Brand and Marketing, and\/or University Strategic Communications, as early as possible in your content development process.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--40)\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-display-font-family has-heading-4-font-size has-custom-font-size wp-element-button\" href=\"https:\/\/www.ucf.edu\/brand\/contact-us\/\">Contact US<\/a><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Keep in Mind University Brand and Marketing, and University Strategic Communications, follow the Associated Press Stylebook and Merriam-Webster dictionary unless otherwise noted in the UCF Writing Stylebook. Colleges, departments and units should also follow these standards in marketing and communications pieces.&nbsp; Marketing Writing Reference this section when writing marketing content across various mediums for recruitment, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1643,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"ucf_brand_number":3,"ucf_brand_hero_treatment":"light","ucf_brand_deck":"On top of following the UCF brand\u2019s <a href=\"https:\/\/www.ucf.edu\/brand\/writing-overview\/\"><u>overall writing guidelines<\/u><\/a>, we should tailor our work to the kind of content we\u2019re creating.<br>\u00a0<br>From short-form to long-form \u2014 for owned or earned media \u2014 it\u2019s important that our marketing and communications efforts are aligned to put UCF\u2019s best foot forward everywhere we appear.","ucf_brand_hero_note":"<strong>Have a question?<\/strong>\u00a0We\u2019re here to help.\u00a0<a href=\"https:\/\/www.ucf.edu\/brand\/contact-us\/\">Reach out early<\/a>\u00a0to University Brand and Marketing.","footnotes":""},"class_list":["post-106","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.3 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Writing by Content Type - Unmistakably UCF<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ucf.edu\/brand\/writing-by-content-type\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Writing by Content Type\" \/>\n<meta property=\"og:description\" content=\"Keep in Mind University Brand and Marketing, and University Strategic Communications, follow the Associated Press Stylebook and Merriam-Webster dictionary unless otherwise noted in the UCF Writing Stylebook. 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