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Writing Style

Sinclair’s writing style reflects our mission to educate, inspire, and support our diverse community. Whether we’re communicating with students, faculty, or the public, our language should be clear, inclusive, and professional. This section provides general guidelines for tone, style, and structure to ensure all written materials maintain a cohesive Sinclair voice.

Tone and Voice

Sinclair’s tone is welcoming, informative, and supportive. We aim to speak directly to our audience while maintaining a professional yet approachable voice. Key attributes of our tone include:

  • Warm and Inclusive: Use language that feels friendly and accessible, speaking directly to the reader. Avoid overly formal language that may feel distant.
  • Clear and Direct: Avoid jargon and technical terms where possible, focusing on clear, straightforward language. When using acronyms, spell them out on the first reference.
  • Empowering: Encourage readers to take action with positive, motivational language. For example, instead of “Students should…” try “You have the opportunity to…”

Grammar and Punctuation
For consistency and readability, follow AP (Associated Press) Style for all external-facing materials, with the following Sinclair-specific guidelines:

  • Oxford Comma: Use the Oxford comma in lists for clarity (e.g., “Our focus is on academics, community, and career readiness.”)
  • Dates and Times: Write dates in this format: “October 25, 2024.” For times, use “8:00 a.m.” or “2:30 p.m.” Avoid redundant phrases like “10:00 a.m. this morning.”
  • Percentages: Spell out “percent” instead of using the symbol (%) unless space is limited, such as in charts or infographics.

Sinclair Terminology
To maintain a unified voice, use consistent terminology across all communications:

  • Sinclair College: Use the full name on first reference. “Sinclair” may be used on subsequent references.
  • Academic Programs: Capitalize official names of programs (e.g., “Nursing Program”), but use lowercase for general mentions (e.g., “a nursing degree”).
  • Titles: Capitalize job titles when they precede a name (e.g., “Professor Jane Doe”), but use lowercase when the title follows a name or stands alone.

Inclusive Language

Sinclair is committed to inclusivity in all forms of communication. To make everyone feel respected and represented, follow these guidelines:

  • Gender-Neutral Terms: Use gender-neutral language whenever possible. For example, use “students,” “faculty,” or “they” instead of “he” or “she.”
  • Accessible Language: Keep language accessible for all readers. Avoid complex sentences and technical terms unless necessary, and provide explanations or links for unfamiliar terms.
  • Respectful Terminology: Use culturally respectful and accurate terms, such as “individuals with disabilities” rather than “the disabled.”

Structuring Content

To enhance readability, structure content in a way that guides the reader:

  • Headings and Subheadings: Use clear, informative headings to break up text, making content easy to scan. Aim for consistency in heading levels and style across documents.
  • Bullet Points and Numbered Lists: Use lists to simplify complex information and highlight key points.
  • Concise Paragraphs: Keep paragraphs short and focused. Limit each paragraph to one main idea to avoid overwhelming the reader.

Best Practices for Online Content

Digital content should be easy to read on screens and optimized for accessibility:

  • Use Plain Language: Write in plain language to make content easy to understand. Avoid lengthy paragraphs and prioritize clarity over complexity.
  • Optimize for SEO: Use keywords naturally within content to improve searchability, especially on website and blog content. Avoid keyword stuffing, and focus on providing valuable, readable content.
  • Add Alt Text: For any images accompanying text, provide clear, descriptive alt text to ensure accessibility for visually impaired readers.