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FLC Communication Style Guide
This communication style guide is the primary reference for all Fort Lewis College communications, including print, web, social media, editorial, newsletters, and marketing. It establishes consistency in brand identity, inclusive language, grammar, style preferences, academic references, building names, and more. Expectations:
For web-specific or social media-specific guidance, refer to the Web Content Style Guide and Social Media Style Guide.
Of note: Spell out “Fort Lewis College” on the first mention; use “FLC” or “the College” afterward. Never say “Fort Lewis” alone, and do not abbreviate “Fort” as “Ft.”
How we communicate reflects who we are as an institution. At Fort Lewis College, our messaging should be clear, inclusive, and engaging, reinforcing our commitment to student success, faculty mentorship, and place-based learning.
Whether writing for print, web, social media, or internal communications, consistency in voice, tone, and style strengthens our brand and ensures our messages resonate with students, families, and the broader community.
Fort Lewis College offers a personal, hands-on education shaped by place. Our messaging should highlight what makes FLC distinct—affordability, faculty mentorship, and real-world learning in an inspiring setting.
Every FLC story should reinforce these themes, ensuring that messaging resonates with students, families, and the broader community:
The way we communicate shapes how people perceive Fort Lewis College. This section outlines how to maintain a consistent voice while adjusting tone appropriately for different audiences.
Tone can shift based on audience and context while still aligning with FLC’s voice.
Some readers will skim, while others will read every word. Use clear headings and structured content to help all audiences navigate information easily.
Place the most important point at the beginning of paragraphs, sections, and pages.
Write in the active voice to create a clear and engaging tone.
Examples:
Avoid unnecessary words and vague phrases.
Follow the copy patterns and style points outlined in this guide.
Use inclusive, bias-free words. If unsure about a term, refer to the Conscious Style Guide.
FLC follows Associated Press Style as the foundation for all written content. Familiarize yourself with its rules on abbreviations, capitalization, numbers, and punctuation. For full details, refer to the Associated Press Stylebook and Merriam-Webster's Dictionary for spelling.
While we default to AP Style, FLC follows these exceptions for consistency across all communications:
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