NOT JUST ABOUT WHAT TO SAY, BUT HOW
Communicate with passion, and avoid clichés. Use stimulating, energetic expressions to exhibit our inventiveness and creativity for finding the best possible solutions to critical global issues. That passion and enthusiasm only comes through with active and vibrant language.
Make use of adjectives and details to bring your story alive.
BEFORE
The Hong Kong University of Science and Technology (HKUST) hosted its annual Underwater Robot Competition and a record 300 students from 42 different primary and secondary schools signed up for the four-day event.
AFTER
Hundreds of young students recently pitted their mechanical creations against one another during the annual Underwater Robot Competition. Over the course of four days, the 300 students—a record for the event—competed against their peers, swapped building tips, and engaged with mentors from HKUST.
Use facts and statistics to illustrate your points, and use vivid narrative techniques to make the stories come to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Use data and statistics to enrich a point, not make the point.
BEFORE
Last year, 90% of HKUST graduates were employed within a year, with employers citing quality X, Y, and Z as reasons for their hiring.
AFTER
...these are qualities that employers value highly, with 90% of HKUST graduates landing jobs within a year, making it one of the Asia’s most successful universities for employment.
Write with confidence without being arrogant. Choose bold, unambiguous language to describe the actions we take to address the biggest problems in the world today. Describe our eagerness to challenge the status quo and put ideas to the test in the real world.
Describe our actions with decisiveness and limit the use of tentative words.
BEFORE
We hope to become one of the best universities in the world.
AFTER
We aspire to be the world’s leading university.
Tell a story in a provocative way to fuel curiosity and imagination about the social impact of our innovations.
Aim to inspire and motivate our audience to join us in our quest for making life-changing breakthroughs.
Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct our audience to the action that we want them to take. Add a quote to emphasize the point we try to make.
BEFORE
Be a leader, not just a follower; take some risks, set long term goals, constantly broaden your horizons; and aim to leave your own mark in this world.
AFTER
The famous painter, Vincent Von Gogh, once said, “The fishermen know that the sea is dangerous and the storm terrible, but they have never found these dangers sufficient reason for remaining ashore.” Take some risks, be passionate about what you do, and let no adversities deter you in your adventures.
We are the voice of togetherness and open-mindedness. Use warm, people-oriented language that connects with diverse audiences and engages the reader so that they can relate to our stories.
Use first-person narrative and positive words to give our writing a more personal and human touch.
BEFORE
Our sports center is closed for renovation until February 2019. We apologize for any inconvenience caused.
AFTER
We’re sorry that our center is undergoing a facelift. Please come back again in February 2019 for a brand new look!
BRAND EXPRESSION
The words in this section can help guide you in your search for an effective way to express the brand.
Committed
Dedicated
Devoted
Diligent
Driven
Energetic
Enthusiastic
Focused
Accomplished
Creative
Exceptional
Expert
Original
Outstanding
Skillful
Talented
Certain
Forefront
Forging
Leading
Pioneering
Pathfinder
Proud
Trailblazer
Adventurous
Affecting
Encouraging
Discover
Game Changing
Imaginative
Stimulating
Unconventional
Approachable
Collective
Community
Hospitable
Receptive
Sociable
Supportive
Welcoming
EDITORIAL TIPS
We will come across different contexts that require our judgement in choosing the language and tone that best conveys who we are and create an emotional connection with the reader.
Always tailor our content to the audience.
Ask ourself A FEW QUESTIONS before we begin writing.
STYLE GUIDE
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online. The guide was created with the following uses in mind:
- University publications
- Press releases
- Newsletters
- Brochures
- Websites
- Social media content
- Correspondence between the University and the public or other external parties
Contact the gecocontent@ust.hk if there are any questions.