Style Guide and Mechanics Policy
Table of Contents
People-First Language
2
Voice and Mechanics
3
Words and Terms
8
Word List
8
Easterseals Midwest Style Guide and Mechanics Overview and Goals We strive to publish content that supports and advances our mission to change the way the world defines and views disability. In each form of communication, all staff should aim to uphold Easterseals Midwest’s brand values, voice, and the following content goals: Educate readers in an accessible, engaging way that takes into account their familiarity with the topic or lack thereof. Be mindful that goal is to communicate, not just impart information or drive home a point. Create compelling content that reflects the vibrancy and passion of our community of supporters, advocates, staff, and individuals. Avoid elaborate language, and strive for clarity with a warm, human voice. Be consistent and commit to writing in the brand voice and observing the mechanics outlined below. Be thoughtful. Consider who you are writing for and the emotions, thoughts, or preexisting notions they may have.
1
I. Using People-First Language Overview and Goals Language is a powerful tool for shaping and defining how the world sees individuals with disabilities. At Easterseals Midwest, we use People-First Language to provide balanced, respectful portrayals of the adults and children we support. People-First Language 1. Emphasize abilities, not limitations. Example: Person who uses a wheelchair X Person confined to a wheelchair OR Wheelchair bound 2. Refer to the person first and the disability second. Examples: People with disabilities X Disabled people Student receiving special education services X Special education student Child with autism X Autistic child 3. Do not use language that frames people with disabilities as weak, victimized, or struggling. Examples: Congenital defect X Birth defect Person who has had a stroke X Stroke victim X Patient AND She uses / She needs X She has problems with / has to use Words to Avoid Afflicted, suffering from, stricken with, abnormal, defect, deformed 4. Emphasize the need for accessibility rather than the presence of a disability. Examples: Accessible parking X Handicapped parking 5. When discussing people without disabilities, do not use words that suggest they are more ‘whole’ or functional. Example: People without disabilities X Normal / able-bodied / healthy people 2
Things to Remember • Write about people with disabilities in a balanced way – avoid referring to people as superheroes or inspirational figures simply because of their disability. • Recognize that people with disabilities are people, first and foremost. They have the common goals of having a job, strong relationships, good health, and a rewarding life. • Avoid collective terms such as the deaf, the blind, and the disabled.
II. Voice and Mechanics Referencing Easterseals and Easterseals Midwest
Always write Easterseals as one word, never two. Use Easterseals Midwest when first referencing our affiliate. For subsequent uses, use Easterseals. Refer to other Easterseals affiliates by their proper name.
Easterseals Midwest X Easter Seals Midwest
Easterseals New Jersey X Easterseals – New Jersey X Easterseals of New Jersey
Use of Language
Be concise. Use short, clear words and sentences. Avoid unnecessary modifiers.
Avoid passive voice. Annie logged into the account
Be specific. Avoid vague language. Cut the fluff and speak directly. Be consistent. Stick to the copy patterns and style points outlined in this guide. Focus your message. Create a hierarchy of information – begin with your most important message and support that in the following sentences or paragraphs. Use positive language.
Practice regularly to see progress. X If you don’t practice regularly, you won’t see progress. 3
Avoid unnecessary modifiers.
We run an organized department. X We run an extremely organized department.
Capitalization
Acronyms and Jargon
Numbers
4
Do not capitalize the generic or informal names of departments, groups, and organizations.
She works in marketing.
Do capitalize the proper names of departments, groups, and organizations.
She works in the Office of Marketing and Communications.
Do capitalize the names of programs.
Make It a Home X Milk and cookies
Do not capitalize professional titles unless they precede a person’s name or appear in display copy (such as letterhead, business cards, etc.)
Chief Executive Officer Wendy Sullivan
Do not capitalize seasons, time, and the names of disabilities*
This was written last spring.
*Exceptions: Down’s syndrome Alzheimer’s disease
He was diagnosed with autism.
Do not use acronyms. Spell out the names of departments, groups, and organizations.
X The DMH
Spell out numbers one through nine, and use numbers for 10 and above. Spell out a number when it begins a sentence.
10 new employees joined our Kansas City team last month, and five more start next week.
Spell out fractions, but use a decimal number when fractions are not easy to express.
Two-thirds
Wendy Sullivan, chief executive officer The meeting starts at 9:30 a.m.
X She has Cerebral Palsy.
The Department of Mental Health (DMH)
1.37
Always use numbers for ages, percentages, vote counts, ratios, and monetary amounts. If a figure includes a dollar sign, do not write out dollars with the number. *The word data is singular.
70 percent $150,000 $2 million The 32-year-old program participant is a staff favorite. The data is conclusive. X The data are conclusive.
Names
In general, use a person’s first and last name when first referencing them.*
*Social media and marketing can operate on a case-by-case basis.
Contractions
Use contractions in all social media, newsletter material, and non-program related website copy (homepage, events, etc.)
Examples: You’re, isn’t, don’t
For all formal audiences (development materials, board communication, program copy, etc.) use the full form of each word.
You are Is not Do not
For dates and years, use figures. Do not use st, nd, rd, or th with dates. Spell out months.
October 21, 2016
Use numerals and a.m. or p.m. with a space. For on-the-hour time, write numeral and a.m. or p.m.
3:30 p.m. 12 p.m. X 12 p.m. noon
Dates and Years
Time
Specify time zones only when necessary, and use the appropriate abbreviations: Eastern Time (ET), Central Time (CT), Mountain Time (MT), and Pacific Time.
Punctuation
Use American-style punctuation: Quotation marks outside of sentences ending punctuation (period, exclamation point, etc.).
January 3, 2017
The meeting will take place at 2:30 p.m. CT.
Together we can achieve extraordinary results. X Together we can achieve extraordinary results. 5
Use the serial comma (also known as the Oxford comma). This is ultimately at the executive editor’s discretion, but the editorial standard should be the serial comma.
Thanks to our sponsors, donors, and guests.
Use one space after a period.
Thanks for coming. We are happy to see you.
X Thanks to our sponsors, donors and guests.
X Thanks for coming. We are happy to see you.
Do not use ampersands unless they are part of a company name.
McCombs & Banner
Use exclamation points sparingly and with intention.
It was a great event!
Exclamation points go inside quotation marks. Like periods and question marks, they go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.
X Danny & Carol attended Festival this year.
Please refer to the guidebook for more detail (if necessary). Please refer to the guidebook. (If necessary, download it through it the staff web portal.)
Avoid using semicolons. Try using an emdash to break up complex thoughts, or divide into two sentences.
Pronouns
6
Hyphenate two words that modify the following noun.
Dr. Brown is a well-known advocate.
If the subject’s gender is unknown or irrelevant, use they, them, and their as a singular pronoun. Use he/him/his and she/her/her pronouns as appropriate.
They could consider it.
Do not use one as a pronoun. Reword as necessary.
X One could consider it.
She is available on Monday.
States and Cities
Spell out all city and state names. Per AP Style, all cities should be accompanied by their state, with the exception of: St. Louis, Atlanta, Baltimore, Boston, Chicago, Cincinnati, Cleveland, Dallas, Denver, Detroit, Honolulu, Houston, Indianapolis, Las Vegas, Los Angeles, Miami, Milwaukee, Minneapolis, New Orleans, New York, Oklahoma City, Philadelphia, Phoenix, Pittsburgh, Salt Lake City, San Antonio, San Diego, San Francisco, Seattle, Washington. On first mention, write out United States fully. In subsequent mentions, you may use US.
Websites and URLs
Chicago, Illinois.
We have offices in St. Louis. We have an office in Columbia, Missouri.
United States US
Avoid writing out URLs. If you must, leave off http://www and use only the web address. Do not italicize.
eastersealsmidwest.org
Capitalize website names and internet publications.
Disabilityscoop.com
X http://www.easterseals Midwest.org
The Huffington Post
Emojis
Emojis can be used in social media communication, but only sparingly and with intention. All emoji use should be in accordance with brand identity and brand voice.
Happy St. Patrick’s Day! Our clients had a great time in the #KC Parade marching with #PetProjectKC
Do not substitute emojis for words.
Headers
7
III. Approved Words and Terms Our Territory Our region Our communities *Avoid saying Missouri, or the state. Do not refer to Illinois or Kansas or use all three. The exception to this is when writing advocacy or policy material for a specific state. Our Community Individuals Members of our community Those we support People / adults / individuals / children with disabilities Program participants *Do not use client Our Services Support Assistance Programs Resources *Avoid services except in instances such as autism services Our Team Our professional staff Direct Support Professionals Staff members Specialists Therapists *Do not use employees
IV. Word List Our Territory These words can be written in various ways. Here is how our organization writes them: • • • • • • • • 8
Email (no hyphen, lowercase unless the word begins a sentence) Coworker (no hyphen) Hashtag (one word) Homepage (one word) Online (one word) Internet (do not capitalize unless the word starts a sentence) Website (do not capitalize unless the word starts a sentence) Child care (two words)
These words can be written in various ways. Here is how our organization writes them: • • • • • • • • • • • • • • • • • •
Email (no hyphen, lowercase unless the word begins a sentence) Coworker (no hyphen) Hashtag (one word) Homepage (one word) Online (one word) Internet (do not capitalize unless the word starts a sentence) Website (do not capitalize unless the word starts a sentence) Child care (two words) Health care (two words) Like (capitalized when used to refer to social media activity) Retweet / tweet (lowercase unless either word starts a sentence) Signup (noun), sign up (verb) Login (noun), log in (verb) URL WiFi User-friendly (noun, adjective) Nonprofit (no hyphen, do not capitalize unless it starts a sentence) Fundraising, fundraise (no hyphen)
Do not use: • Intranet • Impactful (use ‘effective’ or ‘influential’)
9
Together, we’re changing the way the world defines and views disability by making profound, positive differences in people’s lives every day.
eastersealsmidwest.org | 1.800.200.2119