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Communications Resources - Editorial

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OVERVIEW

Writing effectively is critical to getting your message across and encouraging your audience to take a desired action. Whether you are writing web copy, creating an event flyer, applying for a grant, or crafting an email to undergraduate students, writing succinctly and clearly can help you make your case.

EDITORIAL STRATEGY

Following a basic communication strategy can make any form of communication more effective. Think about the questions below and write with the answers in mind. 

Goal

What is the intended goal of this communication? What change are you trying to create? What behavior do you want to see your audience take?

Audience

Who is your audience for this communication? Be as targeted as possible in order to reach them effectively. What does your audience know about this topic? What do they care about? What might stop them from taking the desired action?

Message

Before writing, think about the answers above in the Goal and Audience sections. With that information in mind, your messaging should include:

  • Language that they understand and that resonates with them.
  • A clear call-to-action (e.g., RSVP, apply, sign up, contact us, learn more, etc.).
  • Reasons that they should take the desired action. What is in it for them? What will they get out of it? 
Tactics

Tactics, or how you will communicate, should be the last part of your strategy. Many people want to start here before they have worked through their strategy, which often leads to ineffecive communications. Tactics can include any communications platform: social media, newsletter, news story, website content, event, video, brochure, etc.

Before you decide on which tactics you will use, think about:

  • What resources do you have to produce the content?
  • Is your audience on the platform that you have chosen? For example, who is on your social media channels? Who receives your newsletter? Who attends your events? If your intended audience isn't there, then it's probably not the right platform for that communication.
Measurement

Whenever possible, measure the outcomes of your communications strategy. How many people clicked on the link, visited the webpage, RSVP’d for the event, opened your e-newsletter? Tracking metrics will help you identify what is working with your communications and what can be improved for the future.

EDITORIAL STYLE GUIDE

Vanderbilt University has an Editorial Guide outlining the university's preferred style and grammar rules. It is important to follow these guidelines so our communications are consistent and well-written. You can search the guide for any topic about which you have a question.

Below is a short list of frequently asked questions and common editorial mistakes to keep in mind:

  • A&S uses the Oxford (serial) comma (the final comma in a list of three or more items).
  • Department names are capitalized when referenced in their full, formal name. They are lowercase in other forms. (Ex: Department of Chemistry; the chemistry department.) The exception is that languages are always capitalized. (Ex: Department of English; the English department.)
  • Degree names are lowercase if spelled out. (Ex: bachelor of arts in anthropology; doctor of philosophy.) Use an apostrophe in the short form. (Ex: bachelor’s degree; master’s degree.) Use periods when using the degree abbreviation. (Ex: B.A.; M.A.; M.F.A.; Ph.D.) Use an apostrophe when making the degree abbreviations plural. (Ex: M.A.'s; Ph.D.'s)
  • Faculty titles are capitalized if before a name, and lowercase elsewhere. However, a named professorship is always capitalized. (Ex: Professor of Political Science John Geer; John Geer, professor of political science; Sarah Igo, Andrew Jackson Chair in American History.)