Editorial Style Guide
INTRODUCTION
This editorial style guide establishes foundational writing principles for consistency, clarity, and professionalism across all written communications, including website content, reports, social media, news releases, and marketing materials.
We generally follow the Associated Press (AP) Stylebook but include organization-specific preferences outlined below. This guide will evolve as we refine our brand voice and content. For style-related questions, please contact the Director of Communications.
GENERAL STYLE & FORMATTING
Follow AP Style for grammar, punctuation, and usage, except where otherwise noted.
Use the Oxford comma in all lists ("We value collaboration, innovation, and impact" not "We value collaboration, innovation and impact"). This is a deviation from AP Style, which does not require the Oxford comma.
Use active voice whenever possible ("The team launched the program" not "The program was launched by the team").
Write in the third person unless directly addressing the audience ("The MSU Research Foundation provides..." not "We provide...").
Avoid exaggerated or overly promotional language ("cutting-edge," "groundbreaking," "revolutionary"). Instead, explain how it is new, different, or valuable.
Avoid overusing "innovation" and its variants ("innovative," "innovator") as a generic claim. Instead, explain how it is new, different, or valuable.
Avoid excessive acronym use, especially for general audiences. Spell out terms on first mention, followed by the abbreviation in parentheses ("National Institutes of Health (NIH)"). Use the acronym thereafter if widely recognized.
Do not use periods in acronyms (“MSU” not “M.S.U.”).
Avoid using ampersands (&) in body text; they may be used in headlines or titles for brevity ("Research & Innovation Hub").
HEADLINES & SUBHEADS
Use title case for headlines, capitalizing major words but not articles, conjunctions, or prepositions under four letters ("Entrepreneurial Programs for Faculty and Students").
Use sentence case for subheads, capitalizing only the first word and proper nouns ("Our approach to supporting faculty entrepreneurship.").
Keep headlines clear, concise, and informative. Our style typically includes: [Organization/Person] + [Action Verb] + [Key Detail].
Use strong, active verbs (Awarded, Welcomes, Hosted, Joins, Launches).
Include key details for context when relevant (partners, funding amounts, key locations, event significance).
Avoid hype or vague claims ("Game-Changing," "Groundbreaking"). Instead, state facts and let the impact speak for itself.
Consider subheads for additional details when needed.
NUMBERS, DATES, & TIME
Spell out numbers one through nine; use numerals for 10 and above.
Spell out "percent" ("five percent" not "5%"). This is a deviation from AP Style, which now allows the % symbol. We follow this approach to maintain clarity and consistency for general audiences who may be more accustomed to seeing "percent" spelled out in formal writing.
Spell out "million" and "billion" ("$10 million" not "$10M"), but use numerals for thousands ("$10,000" not "$10K"). This is a deviation from AP Style, which allows for "$10M" in financial contexts. Our approach prioritizes readability for general audiences who may not be familiar with financial abbreviations. Abbreviations ("$10M," "$10K") are acceptable in headlines.
Spell out fractions ("two-thirds" not "2/3").
Phone numbers should use parenthesis for the area code ("(555) 555-5555").
Use a hyphen (-) to indicate a range or span of numbers ("20-30 days").
Use month-day-year format ("Feb. 21, 2025"). Abbreviate months only when used with a date ("Feb. 21, 2025" but "February 2025").
Use numerals and "a.m." or "p.m." with a space between for times ("10:00 a.m."). Use a hyphen between times to indicate a time period ("7:00 a.m.-10:30 p.m.").
NAMES & TITLES
Use a person's full name on first reference; use only the last name on subsequent references.
Capitalize job titles before and after a name ("David Washburn, Chief Executive Officer" and "Chief Executive Officer David Washburn"). This is a deviation from AP Style for simplicity and consistency across formats.
In news releases, bold names of people and organizations on first mention, but not their titles. Formal program names may also be bolded on first mention for clarity.
ORGANIZATION NAME & ABBREVIATIONS
"Michigan State University Research Foundation" and "MSU Research Foundation" are both acceptable. There is no requirement to use the full formal name on first mention.
For variety, "the Foundation" may be used in subsequent references where clarity is maintained.
Use full, proper names for subsidiaries and programs in all external communications, including presentations and email. Avoid shortening ("Conquer Accelerator program" not "Conquer") or abbreviating ("MSU Research Foundation" not "MSURF").
SOCIAL MEDIA
Keep social media posts professional yet engaging; avoid overly promotional language.
Social media posts can use a more casual first-person voice ("We recently hosted...").
Use emojis sparingly and only if they enhance clarity or engagement.
Use hashtags in moderation and only when relevant.
Tag relevant partners or individuals when appropriate to strengthen ecosystem engagement.
When referring to past events, use general terms to keep content evergreen ("We recently hosted..." not "Yesterday, we hosted...").
End posts with a clear call to action whenever possible ("Register here" or "Read more here").