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AN UPDATED REFERENCE TOOL FOR EFFECTIVE COMMUNICATION writing style guide MARKETING AND STRATEGIC COMMUNICATIONS TABLE OF CONTENTS INTRODUCTION .................................................. 3 A ............................................................................... 4 B ............................................................................... 6 C ............................................................................... 9 D .............................................................................. 13 E .............................................................................. 15 F ............................................................................. 16 G ............................................................................. 17 H ............................................................................. 17 I-J-K ...................................................................... 19 L ............................................................................ 20 M ............................................................................. 21 N ............................................................................ 22 O ............................................................................ 22 P ............................................................................. 23 Q ........................................................................... 26 R ............................................................................ 26 S ............................................................................. 27 T ............................................................................. 28 U ........................................................................... 29 V ........................................................................... 30 W .......................................................................... 30 APPENDIX — ACRONYMS ............................. 32 The University of Waterloo Writing Style Guide is prepared by Marketing and Strategic Communications. Contact: Stacey Ash, Director, Integrated Marketing and Communications 519-888-4567, ext. 35719 | [email protected] University of Waterloo Writing Style Guide is available online — visit uwaterloo.ca/brand-guidelines/waterloo-writing-style-guide April 2014 INTRODUCTION The University of Waterloo Writing Style Guide is provided as a tool to guide colleagues across campus in their communication with public audiences. The guide is considered the primary reference on all questions of writing style. For questions of style not covered in this guide, please refer to the Canadian Press as a second source, and the Canadian Oxford English Dictionary as a third source. Language constantly changes and evolves. This guide is a living document that will be updated and revised on an ongoing basis. In this revision, several appendices and documents have been melded into the listings under the following entries: buildings, bulleted lists, and capitalization. The appendix which fills the final third of this guide may help explain an OF WATERLOO UNIVERSITY unfamiliar acronym and should be considered a useful list of terms to avoid, if possible, or at least keep to a minimum in general writing. A note about spellcheck and grammar checking programs: These helpful tools prompt writers to stop and think. They are not infallible and the suggestions they offer are not always correct. Please proofread with care. | MARKETING AND STRATEGIC COMMUNICATIONS MARKETING AND STRATEGIC | writing style guide writing style 3 a ( notlot alot) A » Spell as two words abbreviations (see also money; place names; Appendix: Acronyms) » In general, abbreviate words only when the short form is instantly recognizable. » Do not use periods unless the abbreviation refers to a place or a person. Example: lab, flu, MPP, CBC, CP, TV, IBM, MIT, RCMP, YMCA, UN, U.S., P.E.I., C.S. Lewis » When abbreviating the name of a University of Waterloo Faculty, do not abbreviate the initial “Faculty of.” Example: Applied Health Sciences (not FoAHS or FAHS), likewise, use Environment (not FoE, not FE) and Engineering (not FoE, not FE), etc. » When abbreviating the name of a University of Waterloo department, write the name out in full followed by the abbreviation in parentheses on the first use. Abbreviations familiar to Waterloo people may be unfamiliar to people off campus. » However, do not include abbreviations in parentheses after a name unless you plan to use the abbreviation later. Example: Electrical and Computer Engineering (E&CE), Co-operative Education & Career Action (CECA) » In digital documents and websites, use the full name on first use at every potential point of entry into the content (e.g. on every web page, not just the homepage). » For course codes and building codes, use the abbreviation HTML tag <abbr> in digital documents and webpages. Aboriginal Education Centre (Now the Waterloo Aboriginal Education Centre) UNIVERSITY OF WATERLOO UNIVERSITY Accounting and Finance, School of (formerly School of Accountancy) acknowledgement (not acknowledgment) » Spelled with an “e” between the “g” and “m” acronyms (see also Appendix: Acronyms) » Unless they are instantly recognizable, spell out acronyms in full on first use, and indicate the | MARKETING AND STRATEGIC COMMUNICATIONS MARKETING AND STRATEGIC acronym in parentheses. Use acronyms sparingly unless they are better known than the full term. Example: AIDS, CD-ROM, laser, NATO, OAC, OSAP, PAC, scuba, URL » Do not use periods in acronyms. » Do not use an apostrophe to form the plural of an acronym. Example: URLs, not URL’s (no apostrophe required) » In digital documents and websites, spell out acronymns on first use at every potential point of entry into the content (e.g. on every web page, not just the homepage) acquire (not aquire) » Spelled with a “c” between the “a” and “q” | writing style guide writing style 4 acting, interim » An acting executive serves when the position is occupied but the incumbent is away. » An interim executive is named when the position is otherwise vacant. Example: Leo Rothenburg was acting dean of engineering while Adel Sedra was on sabbatical. Example: Bruce Mitchell served as interim vice-president, academic and provost until Amit Chakma’s successor was chosen. advisor (not adviser) » “o” precedes the “r” aesthetic (not esthetic) » begins with an “a-e” affect, effect » affect (verb): to have an effect on or influence; to move emotionally » effect (noun): the result of an action » effect (verb): to bring about or accomplish Example: The war affected his view of life, but had no effect on his health. Their mandate is to effect change in the education system. Affiliated and Federated Institutions of Waterloo (AFIW) » This phrase has replaced “church colleges,” “university colleges” and “Federated University and Affiliated Colleges” as a collective term for Conrad Grebel University College, Renison University College, St. Jerome’s University, and St. Paul’s University College. all right (not alright) » Spell as two words OF WATERLOO UNIVERSITY alternate, alternative » alternate: in turns, first one and then the other » alternative: providing a choice Example: a day of alternate sunshine and rain; this highway or an alternative route | alt text (alterative text) COMMUNICATIONS MARKETING AND STRATEGIC » images used in digital documents and web pages require alt text that conveys the function or purpose of that image to someone using a screen reader. » Alt text should be concise. It should complement rather than repeat surrounding content and captions Example: An image whose purpose is to identify Joe Smith can have an alt text of “Joe Smith”. The text of a call to action button can be used in the alt text. » Avoid including unnecessary details, such as clothing, background or facial expression. » Don’t use “photo of” or “picture of” at the start of the alt text, unless it’s necessary to indicate the medium of the image | Larger infographics, charts and tables may need a longer description or HTML version of » writing style guide writing style the content alumna (female, singular); alumnae (female, plural); not alum 5 alumnus (male, singular, or neutral) alumni (male, plural, or a mixed group); not alum a.m., p.m. (not am, pm) » spell using periods after each letter amiable, amicable » amiable: friendly, of people » amicable: friendly, of situations or relationships Example: an amiable fellow, an amicable agreement ampersand (&) » In general, avoid using the symbol in text and titles. Acceptable to use in established proper names. Example: The Mike & Ophelia Lazaridis Quantum-Nano Centre. analysis (singular), analyses (plural) analyze (not analyse) » spell using a “z” rather than an “s” anesthesia, anesthetic (not anaesthesia, anaesthetic) » spell using an “e” after “a-n” rather than an “a-e” anyway (not anyways) UNIVERSITY OF WATERLOO UNIVERSITY avocation, vocation » avocation: a hobby or secondary activity » vocation: a career or calling | B.C. Matthews: Waterloo’s president 1970-81, see buildings MARKETING AND STRATEGIC COMMUNICATIONS MARKETING AND STRATEGIC B benefited, benefiting (not benefitted, benefitting) » Spell using a single “t” born, borne » born: came into being » borne (spelled with an “e” at the end): carried or endured BlackBerry, BlackBerrys (but blackberries for the fruit) » Capitalize both “B”s in the name of the company and its products. | » BlackBerry (the product) is made plural with an “s” rather than the “-i-e-s” plural writing
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