About our writing style

Why is there a Written Style Guide for St George’s?

The aim of this guide is to help you to write engaging and accurate content for St George’s audiences. It should help with clear and consistent writing, and to help our audiences connect with our work. 

Our EDI guidelines aim to make our communications more equitable and inclusive with the aim of ensuring access for all. 

With every piece of content we publish, we aim to: 

Attract and engage the reader

Each day, we are exposed to hundreds of pieces of content via social media, public transport and TV and radio advertising.  

We should not assume that our audience is automatically interested in what we are writing for them, just because they study or work here, or because they’re familiar with our name. We need to engage them each and every time we put pen to paper. 

Build the reputation of St George's

We are all custodians of St George’s reputation. Each of us has a responsibility to ensure it is maintained. 

We are the UK’s specialist health University and as such we have a clear role to play in presenting accurate, evidence-based communications: 

• We make use of trusted sources 

• We do not contribute towards the spread of misinformation 

• We back up our assertions with evidence 

Positively influence the perception people have of St George’s 

How we communicate to our audiences, how we convey the work we do and more importantly, why we do it influences the perception that others have of us. 

Over time, these perceptions shape our reputation, so it’s vital we carefully consider the words we use when describing who we are and what we do. 

To achieve the above, our content should be: 

• Clear – use simple words and sentences. No jargon. Spell out acronyms the first time you use them, don’t expect your reader to understand them. For example, the Office for Students (OfS). 

• Useful – Always think about who the information is for and what they need to know, now. 

• Friendly – Write in a manner that is human, personal and uses the active voice (this is explained in the ‘Tone of voice’ section). 

• Inspiring – Content should excite our readers and inspire our community 

• Impactful – Demonstrates the change brought about by our work 

Before putting pen to paper

Before starting to write a new piece of content, take the time to consider the purpose of the writing. 

• Why is this piece of content being written? 

• Who is the audience? What do they need to know, how do they think and feel? What do they know already? 

• Does this content already exist anywhere? 

• Is this the right format for the information? 

• What platform are we writing for?  

• Tailor the language accordingly 

• What do we want the audience to think, feel and do after reading this piece of content? What is the call to action? 

Consistency

Universities communicate with a variety of audiences. These groups may gather on different platforms, and require different information. 

However, it is vital that audiences always feel that they are talking with St George’s, University of London. While there may be subtle shifts in language and approach, all content that carries the University’s name should maintain a consistent voice. 

From email correspondence to public facing webpages and social media, we should have the same language, tone of voice and style. 

The situation will dictate language tone of voice and style to some extent but the underpinning structure is to ensure consistency across the University. 

Language

Being clear and concise. Don’t assume knowledge. 

We are part of the international community, remember that English may be readers’ second, third or fourth language. 

Tone of voice

We’re a passionate, values-driven community of experts and specialists, grounded in real life health issues, working together to make a difference to people’s lives. 

Our voice is friendly, confident, inspiring and proud of our University and our community of staff and students. 

We take pride in the importance of our position as the UK’s specialist health University. 

Tone may vary depending on who and where the content will appear. For example, a prospective student should find clear information that also excites and inspires them. 

Sometimes we might write in a tone that is passionate, other times we may need to be more formal. 

Whatever the context, our tone is always positive, personal, jargon-free and uses the active voice. 

• Positive – information should explain the value of the proposition, not what people will miss out on if they don’t sign up 

• Personal – write as if talking to a reader directly 

‘You can use the Library in the evenings’ rather than ‘Students can use the Library in the evenings’ 

Be warm, personal and conversational. Say, ‘please submit your form in good time’ rather than ‘applicants must submit their forms punctiliously.’  

Avoid essay style conjunctions like ‘moreover’ or ‘in addition to’. 

Don’t use formal or long words when easy or short ones will do. 

E.g. ‘Buy’ not ‘purchase’, ‘to’ not ‘in order to’ and ‘many’ not ‘plethora’. 

• Jargon-free – only use scientific jargon if your readers will understand it. For example, if the piece is intended for A-level students, keep the language simple. Choose familiar words whenever possible. 

• Active – in the active voice, the agent becomes the verb - ‘I have submitted your paper’, rather than, ‘your paper has been submitted by the communications officer.’ Passive verbs make writing seem colder than active verbs. 

 Style

• Friendly  

• Supportive/Nurturing  

• Inspiring  

• Compassionate  

• Hands-on