In order to support the creation of clear, consistent, and professional content that aligns with Lutheran SeniorLife’s branding and communication objectives, Lutheran SeniorLife utilizes the following guidelines for writing and editing content in accordance with the Associated Press (AP) style. WRITING STYLE
General Writing Guidelines Clarity and Brevity: Write clearly and concisely. Avoid unnecessary jargon and complex sentence structures. Active Voice: Prefer active voice over passive voice to make sentences more direct and engaging. Consistency: Apply AP style rules consistently throughout all communications. Formatting and Punctuation Dates: Use the format “Aug. 13, 2024,” with the month abbreviated and the year in full. Avoid “st,” “nd,” “rd,” and “th.” Numbers: Spell out numbers one through nine; use numerals for 10 and above. For percentages, use numerals and the percent symbol (e.g., 5%). Titles: Capitalize formal titles when used before a person’s name (e.g., President John Doe). Lowercase titles when used alone or after a name (e.g., John Doe, president). Headlines: Use headline-style capitalization for titles and headings. Capitalize the first and last words and all major words in between.
Names and Titles Organization Name: Use “Lutheran SeniorLife” on first reference. For subsequent references, use “Lutheran SeniorLife” or “the organization” as appropriate. Titles: Use full titles on first reference (e.g., Chief Marketing Officer Jane Smith). For subsequent references, use just the name or last name if context is clear. Abbreviations and Acronyms Abbreviations: Use abbreviations only after the full name has been mentioned on first reference (e.g., Lutheran SeniorLife Rehabilitation Services (LSRS)). Acronyms: Spell out acronyms on first use with the acronym in parentheses (e.g., Visiting Nurses Association of Western Pennsylvania (VNAWP)). Quotes and Attributions Quotes: Use direct quotes to accurately reflect the speaker’s words. Attribute quotes to the speaker in a clear and straightforward manner. Attribution: Use “said” for attribution of quotes and statements. Other verbs like “stated” or “explained” can be used sparingly and only when necessary for context.
20 / Lutheran SeniorLife Branding and Communications Guidelines / www.LutheranSeniorLife.org
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