Writing Do‘s and Don‘ts

Do	Don't
Connect messaging to the Simmons brand framework. Let our confidence come from our values and why Simmons matters to the world.	Focus on abstract ambition without anchoring it in Simmons’ values; don’t drop in phrases like “world-class,” “cutting-edge, “innovative,” or “empowering” without proof or personalization.
Keep messages clear and purpose-driven. Make each sentence move the reader toward understanding or action.	Wander or over-explain or add filler language, unnecessary qualifiers, or off-topic asides.
Be mindful of your audience and write at their reading and comprehension level.	Use technical or academic jargon and avoid acronyms whenever possible. If you must use an acronym, make sure that it is defined after the first mention.
Speak with genuine care and respect. Use warm, direct language that reflects real student experiences.	Use overly formal, detached, or sterile language “The University endeavors to…”
Use active voice and call readers to action: “Explore your options.” “Apply today.” “Join a community of scholars.”	Rely on passive voice: “Opportunities are available.” “Support may be found.”
Use second person (you/your) to speak directly to students and alumnae/i, particularly in admissions and marketing materials.	Overuse language like “the student does…” in externally facing materials.
Adapt tone appropriately for context. For most communications, including emails, website content, and student or alumnae/i facing materials, our tone and voice guidelines should be followed. A more formal or academic tone may be appropriate when writing for academic publications, policy documents, or special events, etc.	Over-formalize everyday communications with stuffy, dense, or opaque academic language.
Frame outcomes in terms of both individual benefit and benefit to your community and the world.	Reduce value to career advancement alone or focus too heavily on service and community benefit — use a balance of the two.
Balance dreams with realistic pathways (e.g., internships, mentorship, structured career support).	Overemphasize hardship narratives or deficits, avoid or minimize real student challenges, treat identity as something to “overcome,” and don’t gloss over real concerns in favor of cheeriness.
Highlight real stories of belonging, representation, and agency — across race, gender, sexual orientation, class, ability, and age.	Reduce inclusion to a checklist or catchphrase or flatten identity to “diverse background” without clarity.
Keep sentences and paragraphs short and succinct.	Use long, run-on sentences and paragraphs that create a “wall of text” that is deterring to readers.