To bring personality, relatability and consistency to Student Services voice and tone, we have created a guide to help staff when writing copy.
A conversational tone
Our voice is familiar and un-administrative. We use contractions because, let’s be honest, we're not writing legal copy, we leave this to the legal experts.
Where possible, we try to tell stories and share experiences from a student perspective so that students have the freedom to draw their own conclusions. We want students to have information to make good decisions that work for them.
Tone can be adjusted to each situation, depending on:
- the message we're communicating
- Students’ emotions at the time we communicate with them
We're always striving for a voice and tone that's:
- Curious but not reckless
- Honest but not blunt
- Witty but not demeaning
- Enthusiastic but not overwhelming
- Principled but not judgmental
- Sociable but not showy
- Persistent but not stubborn
- Smart but not arrogant
- Playful but not childish
- Realistic but not pessimistic