Ryder Editorial Style Guide July 7, 2015 INTRODUCTION TABLE OF CONTENTS The Ryder Editorial Style Guide has been RYDER VOICE developed to address topics specific to Ryder GRAMMAR & STYLE .............................................................................. 4 Marketing Communications. This guide offers a PUNCTUATION quick, comprehensive, reference tool. PROPER USE OF COMMON PUNCTUATION MARKS ......................... 8 The guide addresses many common questions WORD USAGE & READABILITY you may have when writing, editing, or designing materials for Ryder, and contains SPEAK LIKE A PERSON (SLAP)........................................................... 11 notable exceptions to The Associated Press TIPS ON WRITING FOR READABILITY ................................................ 14 Stylebook (AP Stylebook). CHECK YOUR READABILITY SCORE ................................................. 14 If you have any questions about style, first refer ABBREVIATIONS, ACRONYMS, AND TITLES to this guide. If you can’t find the answer, then WRITE IT OUT RULE ............................................................................ 16 refer to the AP Stylebook. COMPANY, EXECUTIVE TITLES, DEPARTMENTS BLOG WRITING GUIDELINES ........................................................................ 22 BLOG POST STORY IDEAS ................................................................. 23 CORPORATE COMMUNICATIONS MEDIA POLICY ................................................................................... 25 SOCIAL MEDIA POLICY ...................................................................... 26 SOURCES 2 Ryder Voice Ryder’s tone of voice is that of a leader. It is professional, clean, and self-assured. We welcome our audience with confidence and clarity, while being informative thought leaders. We do not scream, shout, or beg. However, we are direct, upbeat, and positive. We help guide customers through our processes, we don’t push or pull. Our communications – both internal and external – promote our role as industry leaders, while showing genuine interest in our employees, customers, and their needs. Ryder Voice GRAMMAR & STYLE Affect vs. effect Affect is a verb that means to influence.Effect is a noun that means result. All right vs. alright All right is the proper form. Alright is grammatically incorrect and should never be used. And vs. & Use the ampersand when it is part of a company’s formal name or composition title. The ampersand should not be used otherwise to replace and, except for accepted abbreviations: B&B, R&B. Compass Points Always written in lowercase (southeast Florida or north Georgia) unless it is the proper name of a city (North Miami) or a widely known area such as South Florida. Currency Use numbers to indicate dollar amounts with the $ sign, followed by the written designation when needed (doesn’t apply to infographics or powerpoint slides): $60,000 (not $60K, USD$60,000, or 60,000 dollars) Millions and billions Use figures in all cases and don’t capitalize the ‘m’ or ‘b’: $4 million (not $4.0 million or $4,000,000) Dates Spell out months and years in all cases – do not abbreviate. Use date number when available, e.g. January 5, March 1, without ‘th’ or ‘st’ and do not reference the day of the week. Farther vs. further Farther refers to physical distance. Further refers to an extension of time or degree. Fewer vs. less Use fewer for individual item and less for bulk or quantity: Fewer than 10 prospects called (individual item). I had less than $50 in my pocket (bulk or quantity). It’s vs. its It’s is a contraction for it has or it is: It’s up to you. Its is the possessive form of the pronoun it: The company lost its client. 4 Ryder Voice GRAMMAR & STYLE (CONT’D) Numbers We will use the nine-and-under rule. Spell out one through nine and use figures for10 and up. For ages and percentages always use numerals, even for numbers less than 10. If a number begins a sentence, always spell it out. If possible, re-word the sentence so it doesn’t begin with a number. For large numbers at the beginning of a sentence use a hyphen to connect a word ending in ‘y’ with another word: forty-two, one hundred and sixty-six. Use words or numerals according to an organization’s name: 3M, 7-up, Twentieth Century Fox. Use Roman numerals for wars, monarchs and Popes. Over vs. more than Over generally references special relationships: The plane flew over the city. More than is used with numerals: The CVS fleet has more than 35 trucks. Percentages Write out the word percent after a number: Ryder can help eliminate costs by more than 50 percent. Thepercent sign (%) can be used for tables and headlines and other instances were space and characters are limited or restricted. Phone numbers We use dashes (-) or spaces between numbers, not periods, and no parenthesis around the area code. Correct: 305-500-5407 or 305 500 5407. Incorrect: (305) 500-5407 or 305.500.5407. Principle vs. principal Principle is a noun meaning fundamental, truth, law, or standard. Principal is a noun that means the highest in rank or the main participant. At schools, principals uphold the principles. Seasons Don’t capitalize spring, summer, fall and winter. 5 Ryder Voice GRAMMAR & STYLE (CONT’D) That vs. which Use that and which when referring to inanimate objects, and to animals without a name. Use that for essential clauses, important to the sentence, and without commas. Use which for nonessential clauses, where the pronoun is less necessary and use commas. If it’s possible to not use that without losing the meaning of the sentence, do so. Their, there, they’re Their is a possessive pronoun: The kids didn’t eat their food. There is an adverb indicating direction. There is also used with the force of a pronoun for impersonal constructions in which the real subject follows a verb: There is no food. They’re is a contraction for they are: They’re going to the ball game. Then vs. than Then has a variety of meanings including ‘at a point in time.’ Than is used to compare two different things. Time Use a.m. and p.m. (with periods). A space is needed after the numeral. Repeat when using a range: 9:35 p.m.; 11 a.m. to 1 p.m.; 3 p.m. to 5 p.m. Use 12 p.m., 12 a.m., midnight or noon. Do not use 12 noon or 12 midnight. Do not capitalize the a, m, or p. Trademarks Trademark symbols must be used on proper names on all references. When possible use a generic name after first reference. U.S. U.S. is the preferred abbreviation for United States to be used at all times. Use with periods. Do not use US, USA, or U.S.A. Website addresses Do not use www before a website address: ryder.com, espn.com 6 Punctuation There is no alternative to correct punctuation. Incorrect punctuation can change the meaning of a sentence. Even if the meaning has not changed, bad punctuation can cause the reader to lose track of what is being said and/or give up reading the piece. It can also harm the credibility of the company and writer. Punctuation makes clear the thought that is being expressed. If punctuation does not help make clear what is being said, it should not be there. Punctuation PROPER USE OF COMMON PUNCTUATION MARKS Colon (:) The most frequent use of a colon is at the end of a sentence to introduce a list: There were three considerations: expense, time, and money. A colon is also used to add emphasis (we will not use a dash for this): She had only one hobby: shopping. Comma (,) Use a comma to separate elements in a series. We will also use a comma before the conjunction in a simple series (serial comma, Oxford comma, Harvard comma): The Ryder colors are red, white, and black. Use a comma with introductory phrases. Use a comma when writing a city name with a state: Miami, FL. Use a comma to separate common adjectives, eliminating the use of a conjunction: In the dark, dangerous neighborhood… Dash (–) Use a dash to denote an abrupt change in thought in a sentence or emphatic pause: Through her reign, the queen and her family have adapted – usually skillfully – to the changes of time. Exclamation point (!) Use the mark to express a high degree of emotion, surprise, or incredulity. Do not over use. Also, when used, only use it once. • Correct: Oh boy! • Incorrect: Oh boy!!!! 8 Punctuation PROPER USE OF COMMON PUNCTUATION MARKS (CONT’D) Period (.) Used to end a sentence. Use a single space after a period at the end of a sentence. Periods always go on the inside of quotation marks. Periods go outside a closing parenthesis if the material inside is not a complete sentence (such as this fragment). Periods are not used with bullet points. Question Mark (?) Use at the end of a direct question. Semicolon (;) Use the semicolon to indicate a greater separation of thought and information than a comma can convey, but less than the separation a period implies. Use semicolons to separate elements of a series when the items in the series are long or when individual segments contain material that also must be set off by commas: He has a son, John; three daughters, Kathy, Jan, and Martha; and one niece, Susan. Use a semicolon when a coordinating conjunction such as and, but or for is not present: The brochure was due last week; it came today. 9 Word Usage & Readability Word Usage & Readability SPEAK LIKE A PERSON (SLAP) Humanize content around the brand voice using four basic rules of engagement: Excerpts in this section come from Ann Handley’s Everybody Writes 2013. • Be clear – Develop content at eye level and in plain English. Less jargon, more heart. No marketing speak. • Be helpful – Keep the focus on clients to captivate and be memorable. Help audiences think about how you add value to their lives. • Be concise – Lean the copy. Then lean again.