The way we write reflects our brand. A consistent voice helps our communications feel clear, professional, and recognizable across websites, marketing materials, emails, and other publications.
While our voice remains consistent, our tone may change depending on the situation and audience.
- Voice reflects the college’s overall personality and communication style.
- Tone reflects the emotional context of a message and may vary depending on the topic or audience.
Our Voice
Our communications should be:
- Friendly. Write in a welcoming and approachable way without being overly casual.
- Thoughtful. Show awareness of the needs and experiences of students, employees, and the community.
- Knowledgeable. Communicate information clearly and confidently while remaining accessible.
- Informative. Provide useful information that helps readers understand what they need to know and what steps to take next.
Tone
Tone may shift depending on the context of the message. For example:
- Explaining how to enroll in classes may use an encouraging, supportive tone.
- Communicating about sensitive topics, such as health or safety issues, may require a more careful and empathetic tone.
Always consider the reader’s perspective and emotional state when choosing the appropriate tone.
Style Tips for Voice and Tone
To maintain a clear and consistent voice across college communications:
- Use active voice. Write sentences where the subject performs the action whenever possible.
- Use plain language. Avoid unnecessary jargon, acronyms, and higher-education buzzwords that may confuse readers.
- Write positively. Focus on what readers can do rather than what they cannot do.
- Be concise. Use short paragraphs and clear sentences. Break up longer content with headings or lists when appropriate.
Examples of Voice and Tone
Friendly, but not overly casual
Do:
Our English and composition workshops help you develop stronger communication skills.
Avoid:
After taking our English and composition workshops, you'll be a communication pro!
Thoughtful, but not wordy
Do:
Students are more successful when their physical and mental health needs are supported. The Health Center provides accessible care and helpful resources.
Avoid:
The Health Center provides health care and education to support the well-being of students so they may reach their educational goals.
Knowledgeable, but not overly formal
Do:
All purchases must include a purchase order signed by authorized personnel. This confirms that funds are available for the purchase.
Avoid:
As a public agency, Los Rios CCD requires an authorized purchase order endorsed by an authorized agent demonstrating that funds are available and committed.
Informative, but not overly complex
Do:
The Cooperative Work Experience Education and Internship Program helps students gain internship experience on campus and in the community.
Avoid:
The Cooperative Work Experience Education and Internship Program advances the mission of the district by providing internship opportunities through collaboration with employers.