Writing a grant, job search document, or creating a document that needs some general statistics, points of pride, general text about the university or Boone area? Our pre-written content is updated regularly and approved for use at any time.

Promotional writing differs from academic writing and has its own style guides. For all publications and news releases, University Communications adheres to The Associated Press Stylebook – a well-accepted tool for effective writing and a standard of the communications industry. The secondary reference is Webster's New World College Dictionary.

Our writing style guide summarizes The Associated Press Stylebook and provides policies and helpful tips for how to consistently represent Appalachian in your communications.

Additional tips:

  • Promotional language is personal and welcoming.
  • Text should be minimal, clear and concise to maximize readability.
  • Words such as "we" and "our" are acceptable.
  • Contractions are OK.
  • Use active verbs that entice the reader, rather than passive voice that weakens the message. (eg. "Students engage in learning," rather than "Students are engaged in learning.")
  • Avoid jargon, which is terminology that is understood only by certain groups and may be confusing to others.

** University Communications reserves the right to change text on materials prior to publication for incorrect use of grammar, format or consistency of the university style guide.

Need help? Contact:

Jessica Stump
Copy Editor

University Communications

University Communications

Promoting the strategic initiatives and special character of Appalachian State University.

Need help with...?

• Communications Planning
• Critical Communications
• Publications and Graphic Design
• Photography, Video and Podcasts
• Mobile Apps
• Audio/Visual Setup
• Media Coverage
• Web Design / Redesign
• Writing and Editing
• Social Media
• Signage
• Event Promotion
• Paid Advertising

Visit uc.appstate.edu 

Licensing products

Through the licensing program, Appalachian State protects and enhances its reputation by ensuring that only licensed and approved products displaying University trademarks appear before the public. Additionally, the program enables the institution to share in the benefits derived from the commercial use of these trademarks.

For more information, please visit the Office of Trademarks & Licensing.