Editorial Style Guide

Xavier University of Louisiana Editorial Style Guide (Non-Academic Text)

[Last updated March 27, 2026]

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CONTENTS Editorial Philosophy & Voice – 3 Institutional Naming & References – 3 People, Titles & Names – 3 Identity, Culture & Inclusive Language – 4 Key Institutional Facts – 4 Writing Style (AP + Xavier Adaptation) – 4 Headlines & Subheads – 5 Story Structure (University News) – 5 Quotes – 6 Common Xavier Phrases – 6 Visual Language (Editorial Alignment) – 6 Professional Titles, Academic Credentials & Degree Programs – 7 Religious Titles, Orders & Clergy Credentials – 9 Catholic Identity and Religious Style – 12 Accessibility & Accessible Language – 14 Media Law and Ethics – 21 Accreditation & 501(c)(3) Safeguards – 25 Use of Institutional Research, Data & University Facts – 28 Appropriate Publications – 31 Editorial Best Practices – 36

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Editorial Philosophy & Voice Xavier’s communications should reflect: • • • •

Clarity and credibility (journalistic rigor) Mission alignment (Catholic, HBCU, justice-centered identity) Pride without exaggeration (confident, not boastful) Human-centered storytelling (students, alumni, impact)

Institutional Naming & References •

• • •

Xavier University of Louisiana may be referred to as: o Xavier o XU o the University Do NOT require full name on first reference (internal standard) “University” is capitalized when referring specifically to Xavier o Example: The University announced…

Do NOT add “The” before Xavier University of Louisiana o (Ignore Grammarly suggestions)

People, Titles & Names Titles •

•

•

Capitalize formal titles before names o President Reynold Verret o Vice President Ronald M. Carrere Jr. Lowercase titles when used generically o the president o the vice president Xavier preference: o Use Dr. for individuals with doctorates (not just M.D.s)

First & Subsequent Reference • •

First reference: full name + title Second reference: last name only

Alumni Identification •

Format: o Leslie D. Rose, ’05 3

• •

Use only on first reference Do NOT include class year for students

Identity, Culture & Inclusive Language • •

• •

Do NOT use Black and African American interchangeably Use the term that is: o Factually accurate (data-based language) o Inclusive of global Black identity when appropriate Avoid abbreviations like “AfAm” Align language with Xavier’s mission: o “a just and humane society” o “building an equitable society”

Key Institutional Facts • • • • • •

Founded: 1925 Foundress: Saint Katharine Drexel Order: Sisters of the Blessed Sacrament Identity: Only historically Black and Catholic university in the U.S. School colors: Gold and white A Xavier student/alumnus: Xavierite

Writing Style (AP + Xavier Adaptation) Numbers • •

Spell out 1–9; use numerals for 10+ Use numerals for: o Ages o Percentages o Money

Dates •

AP style: o March 24, 2026 o NOT March 24th

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Percentages •

Use % symbol (AP updated style)

Time • •

9 a.m., 2 p.m.

NOT 9:00 AM

Headlines & Subheads Headlines • • •

Use Title Case Avoid punctuation unless necessary Be clear, not clever

Example (aligned with Xavier Gold): •

Opera Returns to Xavier

Subheads • •

Provide clarity or expand impact Can include outcomes or context

Story Structure (University News Style) Standard Format: 1.

2.

3.

4.

5.

6.

Lede (news hook) Nut graf (why it matters) Details + context Quotes (human voice) Institutional connection Closing impact statement

Feature Variation (as seen in Xavier Gold): • • •

Narrative opening Personal story → broader issue Strong quote-driven middle 5

•

Mission-centered conclusion

Quotes •

•

•

Use quotes to: o Add voice, not repeat facts o Provide perspective or emotion Avoid: o Generic praise o Overly long quotes Internal workflow: o Insert [QUOTE] placeholders if needed o Draft suggested quotes for leadership; place suggested quotes in red text

Common Xavier Phrases Use consistently and correctly: • • • •

Press Forward. Fear Nothing.

“Do they, too, not deserve the best?” — Saint Katharine Drexel A just and humane society Building an equitable society

Visual Language (Editorial Alignment) Based on Xavier Gold: •

Visual storytelling includes: o Clean typography o Bold but elegant headlines o Human-centered imagery o Action-oriented photography o Mission-driven captions

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Professional Titles, Academic Credentials & Degree Programs A. Professional Title Abbreviations Use of “Dr.” • •

Xavier standard: Use Dr. for individuals with doctoral-level degrees (not limited to M.D.) Applies to: o Ph.D. o Ed.D. o J.D. and Pharm.D. are used based on an individual’s preference

Example: • •

Dr. Reynold Verret Dr. Marguerite S. Giguette

Note: While AP style traditionally limits “Dr.” to medical doctors, Xavier intentionally expands usage to reflect academic culture.

When to Use Degree Abbreviations (Ph.D., Ed.D., etc.)

Use degree abbreviations: • • •

In formal listings In magazine-style or ceremonial contexts When clarity of discipline is relevant

Do NOT use both title and degree in the same reference: • • •

✅ Dr. Reynold Verret ✅ Reynold Verret, Ph.D. ❌ Dr. Reynold Verret, Ph.D.

Common Degree Abbreviations (Preferred Formatting) • • • • • •

Ph.D. (not PhD) Ed.D. Pharm.D. M.D. J.D. MBA

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Faculty & Professional Titles

Capitalize formal titles when used before a name: • • •

President Reynold Verret Associate Professor Monica Pierre Vice President Ronald M. Carrere Jr.

Lowercase when used generically: • •

the president the associate professor

Mix of Courtesy and Professional Titles If designing a flyer or event program, you must decide whether to use titles or degree abbreviations. General rule: if professional titles are used, courtesy titles must be used for all others: • • •

Dr. Reynold Verret Ms. Leslie D. Rose Rev. Mitchell Stevens

B. Academic Degree Programs Capitalization Rules

Capitalize degree programs when referring to formal names of programs or majors: • • •

Bachelor of Science in Biology Master of Business Administration Doctor of Pharmacy program

Lowercase when referring to general fields of study: • • •

biology major business administration degree pharmacy student

Abbreviated Degree References

Use abbreviations after the first reference when appropriate: • •

Bachelor of Science → B.S. Master of Science → M.S. 8

• •

Master of Business Administration → MBA Doctor of Pharmacy → Pharm.D.

Example: • •

She earned a Bachelor of Science in Chemistry.

She later completed her B.S. at Xavier.

Use of “Degree” vs. “Program” • •

Use “degree” when referring to the credential Use “program” when referring to the academic unit or experience

Examples: • •

degree: She earned a Bachelor of Science in Biology. program: She enrolled in the biology program.

Colleges, Departments & Units

Capitalize official names: • • •

College of Pharmacy Division of Business Department of Mass Communication

Lowercase informal references: •

the business division

Religious Titles, Orders & Clergy Credentials A. Guiding Principle Religious titles should be handled with accuracy, respect, and consistency, reflecting both: • •

Xavier’s Catholic identity Professional and academic credentials

When individuals hold both religious titles and doctoral degrees, prioritize clarity and avoid redundancy.

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B. Common Religious Titles Clergy & Religious Orders

Capitalize formal religious titles when used before a name: • • •

Sister Jane Doe Father Thomas O’Hara Reverend John Smith

Lowercase when used generically: • • •

the sister the priest the reverend

C. Religious Orders (Xavier Standards) Sisters of the Blessed Sacrament (S.B.S.) • • • •

First reference: o Sister Jane Doe, S.B.S. Subsequent reference: o Sister Doe Always capitalize the full name of the order Use the abbreviation S.B.S. after the name when relevant

Dominican Order

Use one of the following, depending on context: • •

Brother John Doe, O.P. (Order of Preachers — Dominican) Father John Smith, O.P.

Note: • • •

“Dominicans” may be used in general references “Order of Preachers” is the formal name Use O.P. as the post-nominal abbreviation

D. Clergy with Doctoral Degrees Do Not Stack Titles

Avoid combining: •

Dr. + religious title 10

•

Multiple honorifics

Incorrect: • •

❌ Dr. Sister Jane Doe ❌ Sister Jane Doe, Ph.D., Dr.

Preferred Formats

Choose one primary title, based on context: Option 1: Religious Title (Preferred in most Xavier contexts) • •

Sister Jane Doe, Ph.D. Father Thomas O’Hara, Ph.D.

Option 2: Academic Title (when academic role is primary) •

Dr. Jane Doe, S.B.S.

Best Practice •

•

Prioritize religious title in: o University storytelling o Catholic identity contexts o Ceremonial or mission-driven content Prioritize Dr. in: o Academic or research-heavy contexts o External scholarly communications

E. Abbreviations & Formatting •

• •

Place religious order abbreviations after the name: o Sister Jane Doe, S.B.S. o Father John Smith, O.P. Place academic degrees after the name when used: o Sister Jane Doe, S.B.S., Ph.D. Maintain consistent punctuation: o Use periods in abbreviations (S.B.S., O.P., Ph.D.)

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Catholic Identity & Religious Style A. Guiding Principle Xavier’s Catholic identity should be reflected in: • • •

Accuracy in terminology Respect for tradition Consistency in capitalization and usage

Religious references should be clear and accessible to both: • •

Catholic audiences General audiences unfamiliar with Catholic terms

B. Capitalization of Religious Terms Capitalize: • • • •

•

Mass (when referring to the Catholic liturgy) o Example: Students attended Mass in the chapel.

Catholic (always capitalized) Church (when referring to the Catholic Church as an institution) o Example: The Church teaches…

Sacraments: o Eucharist o Communion (when referring to the sacrament) o Confirmation o Baptism Scripture references: o Bible o Gospel o Old Testament / New Testament

Lowercase: • •

chapel or church (when referring to a building) o Example: The event was held at the church on campus. mass (generic/non-Catholic use only)

C. The Eucharist & Communion • •

Use Eucharist in formal or theological contexts Use Communion in general audience contexts

Examples: 12

• •

Students received Communion during Mass The Eucharist is central to Catholic worship

D. Saints & Foundress References Saint Katharine Drexel • •

Write Saint Katharine Drexel (St. is acceptable) Maintain correct spelling: Katharine (not Katherine)

E. Religious Events & Observances Capitalize formal names of observances: • • • • • •

Lent Ash Wednesday Holy Week Easter Christmas Ramadan (when referenced alongside interfaith observances)

Lowercase general references: •

the season of lent (acceptable in informal use, but prefer capitalized Lent)

F. Prayer & Worship Language • •

Use respectful, neutral phrasing Avoid overly casual references to sacred practices

Examples: • •

The community gathered in prayer The event opened with a prayer

G. Catholic Institutions & Identity Language •

Use:

Catholic identity Catholic mission Catholic tradition Avoid overexplaining basic concepts unless needed for audience clarity o o o

•

H. Interfaith Awareness While Xavier is Catholic: 13

• •

Acknowledge and respect diverse faith traditions Use inclusive phrasing when appropriate

Example: •

The University supports students of all faith backgrounds

I. Chapel & Sacred Spaces • •

Capitalize formal names: o Saint Katharine Drexel Chapel Lowercase general references: o the chapel

J. Tone & Representation Catholic identity should be: • •

Integrated naturally into storytelling Aligned with Xavier’s mission

Catholic references should: • • •

Reflect reverence and accuracy Be accessible to all audiences Reinforce Xavier’s identity as a historically Black and Catholic university

Accessibility & Accessible Language A. Guiding Principle Accessibility is not an add-on—it is a core responsibility of University Communications.

All content should be: • • •

Understandable Inclusive Usable by all audiences, including people with disabilities

Xavier’s communications should reflect its mission to promote a just and humane society by ensuring no audience is excluded.

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B. Accessible Writing Standards Clarity & Readability • • •

Use plain, direct language Avoid jargon when possible (or define it clearly) Keep sentences concise

Example: • •

Less accessible: Utilize institutional resources to facilitate engagement More accessible: Use campus resources to stay involved

Structure for Accessibility •

Use:

Short paragraphs Clear headings Bullet points for lists Avoid large blocks of text o o o

•

Active Voice •

Prefer active voice to improve comprehension

Example: • •

Passive: The event was attended by students Active: Students attended the event

C. Inclusive & Person-First Language General Rule

Use person-first language unless a community prefers identity-first language.

•

•

Person-first: o student with a disability o person with autism Identity-first (use when appropriate or preferred): o Deaf student o autistic person

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Avoid Deficit-Based Language

Do not frame individuals as: • • •

victims suffering from confined to

Instead: •

Use neutral, respectful phrasing

Examples: • • • •

❌ wheelchair-bound ✅ wheelchair user ❌ suffers from a disability ✅ has a disability

Avoid Inspiration Framing

Do not portray individuals with disabilities as: •

inspirational solely because of their condition

Focus on: • • •

accomplishments expertise impact

(This aligns with the tone used in Xavier storytelling, where lived experience is connected to broader impact—not framed as pity or inspiration alone.)

D. Accessibility as a Universal Concept When appropriate, frame accessibility as: •

beneficial to everyone, not just people with disabilities

Example framing: •

Accessibility supports: o parents with strollers o older adults o temporary injuries 16

This aligns with Xavier storytelling that positions accessibility as a shared human need

E. Digital Accessibility Standards Alt Text (Required)

All images must include alt text that: • • •

Clearly describes the image Includes relevant context Avoids “image of” or “picture of”

Example: •

Student in a white lab coat conducts a chemistry experiment in a Xavier lab classroom.

Links •

Use descriptive link text

Avoid: •

Click here

Use: •

Learn more about Xavier’s College of Pharmacy

Color & Design • • •

Ensure sufficient contrast Do not rely on color alone to convey meaning Use readable fonts and sizes (no larger than 18 point)

Captions & Video • •

Provide captions for all videos or ensure CC option is available Ensure transcripts are available when possible

F. Event & Communication Accessibility When promoting events, include: • •

Accessibility accommodations (if available) Contact for requests

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Example: •

For accessibility accommodations, please contact [email].

G. Quick Language Guide Avoid

Preferred

handicapped

person with a disability

wheelchair-bound

wheelchair user

suffers from

has / lives with

normal (vs disabled)

nondisabled

inspirational (default framing) accomplished / impactful

H. Editorial Checklist for Accessibility Before publishing, confirm: • • • • •

Language is inclusive and respectful Sentences are clear and concise Alt text is included for all images Links are descriptive Content is readable on mobile and screen readers

I. Xavier Standard Accessibility is both: • •

A technical requirement A reflection of Xavier’s values

All communications should reinforce dignity, clarity, and inclusion—ensuring that Xavier’s message is truly for everyone.

J. Visual Accessibility: Images & Graphics Limit Text in Images • •

Images should not be text-heavy Essential information must never live only inside an image

Why this matters: 18

• • •

Screen readers cannot interpret embedded text reliably Text-heavy graphics are harder to read on mobile Users with visual or cognitive disabilities may miss key information

Best Practice: • • •

Keep text in images minimal (headlines or short phrases only) Place full details in accompanying caption or body copy Always provide alt text that captures meaning—not just appearance

Example: • •

❌ Flyer image with all event details embedded ✅ Simple visual + full event details in caption or post text

K. Inclusive Language Standard Core Principle

All language should be inclusive, respectful, and representative of diverse experiences and identities.

This includes: • • • •

Race and ethnicity Disability and ability Gender identity and expression Cultural background

Communications should: • • •

Reflect dignity and respect Remove barriers to understanding Ensure every audience can fully engage with Xavier’s message

Avoid Exclusionary or Culturally Loaded Phrases

Do not use phrases that: • • •

Carry unintended cultural meaning Reinforce stereotypes May exclude or alienate audiences

Examples to Avoid: • •

“heavy lift” “crazy,” “insane,” or other stigmatizing descriptors 19

•

“normal people”

Preferred Approach: • •

Be specific, neutral, and respectful Describe situations without assigning judgment

L. Avoid Ability-Based Language Assumptions Do Not Assume How an Audience Engages with Content

Avoid phrases that presume: • • • •

sight hearing reading ability cognitive processing

Examples to Avoid: • • • •

“You will see…”

“You will read…”

“As you can hear…”

“Clearly…” (when referring to perception)

Use Inclusive Alternatives

Write in a way that allows for multiple ways of engaging: • • • • • •

❌ You will see the impact of this program ✅ The program highlights its impact ❌ As you read below ✅ The following section outlines ❌ You’ll hear from students ✅ Students share their experiences

General Rule

Focus on content, not the audience’s ability to perceive it.

M. Tone & Respect in Inclusive Writing •

Avoid language that: o Talks down to the audience o Over-explains or oversimplifies unnecessarily o Centers assumptions about ability 20

•

Aim for: o Neutral, professional tone o Clear and direct communication o Respect for varied lived experiences

N. Quick Accessibility Additions Checklist Before publishing, confirm: • • • • •

Images are not overloaded with text Key information is available outside of visuals Language does not assume ability (seeing, hearing, reading) Phrasing is inclusive and culturally aware Tone reflects Xavier’s mission and respect for all audiences

Media Law & Ethics for University Communications A. Guiding Principle All Xavier communications must balance: • • • •

Accuracy and truth Legal compliance Ethical responsibility Institutional integrity

As a university newsroom, Xavier operates at the intersection of: • • •

journalism public relations higher education policy

B. What We Must Do (Legal & Ethical Requirements) Accuracy & Verification • •

•

Verify all facts before publication Confirm: o names o titles o dates o statistics Attribute all external data and claims 21

Fairness & Context • •

Provide appropriate context for all claims Avoid misleading framing or selective omission

Corrections • •

Correct errors promptly and transparently Do not quietly delete or alter published content without acknowledgment

Respect Privacy (FERPA Awareness)

Under the Family Educational Rights and Privacy Act: Do not disclose without permission: • • • • • •

Student grades Alumni information (contact and giving) Donor information (contact and giving) Student ID numbers Disciplinary records Non-directory personal information

Allowed (directory information, if not restricted): • • • • •

Name Major Classification Honors Graduation year

Obtain Consent When Needed •

Use written permission for: o student stories involving sensitive topics o identifiable images used in marketing/editorial contexts o minors (parent/guardian consent required)

C. What We Cannot Do (Legal Boundaries) Defamation (Libel)

Do not publish false statements that harm someone’s reputation.

Avoid: •

unverified allegations 22

•

implying wrongdoing without evidence

Copyright Violations

Do not use: • •

images, videos, or text without proper rights or licenses content pulled from the internet without permission

Always: • •

credit sources confirm usage rights

False Endorsements

Do not imply: •

Xavier endorses a product, company, or individual without authorization

Misrepresentation

Do not: • •

stage or alter reality in a way that misleads audiences present opinion as fact

D. What We Should Do (Ethical Best Practices) Tell the Truth—Fully • •

Avoid “spin” that distorts reality Acknowledge complexity when appropriate

Center Dignity • •

Treat all subjects with respect Avoid exploitative storytelling

Use Care in Sensitive Situations

Particularly for: • • •

deaths layoffs crime 23

•

trauma

Follow principles of: • • •

compassion accuracy restraint

Quote Responsibly • • •

Do not fabricate quotes Do not alter meaning Minor edits for clarity are acceptable

Disclose Conflicts When Relevant •

Be transparent about: o partnerships o funding relationships o institutional interests

E. What We Should Avoid (Editorial Pitfalls) • • • •

Overly promotional or “advertorial” tone in news stories Omitting key facts that materially change meaning Publishing internal perspectives as if they are neutral reporting Using anonymous sources without strong justification

F. Opinion vs. News News Content • • •

Fact-based Balanced Attribution-driven

Opinion / Editorial Content • •

Clearly labeled Represents a defined perspective (e.g., president, institution)

G. Photo & Video Ethics • • •

Do not manipulate images in misleading ways Avoid staging scenes presented as candid Ensure subjects understand how images will be used 24

H. Social Media Considerations • •

Apply the same standards as formal publications Do not: o speculate o post unverified information o engage in public disputes

I. Crisis & High-Risk Communications In sensitive or high-profile situations: • • •

Coordinate with leadership Align messaging with institutional priorities Balance transparency with legal considerations

J. Xavier Standard Xavier communications should reflect: • • • •

Truth Accountability Respect for individuals Commitment to justice

Ethical storytelling is not optional—it is central to Xavier’s mission.

Before publishing, ask: • • • • •

Is it true?

Is it fair?

Is it necessary?

Is it respectful?

Is it legally sound?

Institutional Compliance: Accreditation & 501(c)(3) Safeguards All Xavier communications must protect the University’s: • • •

Accreditation status 501(c)(3) nonprofit designation Institutional credibility and independence

Communications must remain nonpartisan, educational, and mission-driven—never political advocacy.

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A. 501(c)(3) Compliance (Political Activity Restrictions) As a nonprofit organization under the Internal Revenue Code Section 501(c)(3), Xavier must not participate in political campaign activity.

Strictly Prohibited

Do not, in any University communication: • • •

•

Endorse or oppose a political candidate Suggest institutional support for a campaign Use University platforms to promote: o candidates o political parties Publish statements such as: o “Xavier supports…” (a candidate) o “Vote for…” o “We encourage you to elect…”

Also Prohibited • • •

Sharing campaign materials on official channels Allowing University resources (logos, platforms, email lists) to be used for political campaigns Highlighting one candidate in a way that implies endorsement

B. What Is Allowed (Nonpartisan Engagement) Xavier may: • •

•

Encourage civic engagement (e.g., voter registration, education) Host candidate forums if: o all viable candidates are invited o the event is neutral and educational Provide issue-based education aligned with mission

C. Accreditation Considerations Accreditation bodies expect: • • •

Institutional neutrality in political matters Integrity in academic and public communications Freedom from undue influence or bias

Communications must not:

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• •

Undermine academic credibility Suggest institutional bias in a way that conflicts with academic standards

D. Advocacy vs. Education Permissible (Education-Based) • • •

Explaining policy impacts on higher education Discussing social issues aligned with mission Highlighting research or expertise

Not Permissible (Advocacy for Candidates) •

Supporting or opposing specific individuals running for office

E. Public Officials vs. Candidates Allowed •

Highlighting elected officials in: o official visits o partnerships o speaking engagements

Important Distinction

If an individual is a candidate at the time of communication: •

Coverage must remain: o neutral o factual o non-promotional

F. Language to Avoid • • •

“We support…” (candidate or campaign) “We urge voters to…” (specific candidate direction) “This candidate aligns with Xavier’s values”

G. Safe Language Alternatives • • •

“The University hosted a forum featuring candidates…”

“The event focused on civic engagement and voter education…”

“Leaders discussed issues impacting higher education…”

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H. High-Risk Scenarios Exercise caution with: • • •

Social media posts involving public officials Event promotion during election cycles Quotes from leadership that could be interpreted as political endorsement

When in doubt: •

Consult University leadership and/or legal counsel

I. Xavier Standard Xavier communications must: • • •

Remain nonpartisan Protect the University’s legal standing Reflect its mission without engaging in political campaigning

Before publishing, ask: • • •

Does this suggest support for a candidate?

Could this be interpreted as political endorsement?

Does this use University resources for political purposes?

If the answer is yes or unclear—revise or escalate.

Use of Institutional Research, Data & University Facts A. Guiding Principle All Xavier communications must reflect accurate, verified, and institutionally approved data.

Institutional facts are not editorial—they are official representations of the University and must be handled with precision and consistency.

B. Source of Truth The only trusted source for official Xavier data and statistics is:

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• •

University Communications, in coordination with The Office of Institutional Research

University Communications serves as the central clearinghouse for: • • • •

facts rankings institutional statistics approved language

C. Verification Requirement All institutional data must be: • •

Verified with the Office of Institutional Research Confirmed through University Communications before publication

This includes: • • • • •

enrollment figures rankings outcomes (e.g., medical school placement rates) grant totals historical facts

D. No Alteration Without Approval Institutional facts: • •

Must not be altered, paraphrased, or rewritten without approval Must retain their approved wording and context

Examples: • •

Do not simplify or round statistics unless explicitly approved Do not reframe rankings in a way that changes meaning

E. Wordsmithing & Framing University Communications works with Institutional Research to: • • •

Translate data into clear, audience-friendly language Ensure consistency across platforms Maintain alignment with Xavier’s messaging

All editorial framing of data should: 29

• • •

preserve accuracy avoid exaggeration reflect the original intent of the data

F. Use of External Sources (Rankings & Statistics) When referencing external data (e.g., rankings, national reports): • •

Verify accuracy before publication Confirm: o source credibility o most recent data available o correct interpretation

Do not rely on: • • •

unverified websites outdated rankings secondary summaries without source confirmation

G. Attribution Standards When appropriate, include clear attribution: • •

“According to the American Association of Medical Colleges…”

“U.S. News & World Report ranks…”

Avoid vague phrasing: • •

❌ “Xavier is one of the top schools…” ✅ “Xavier is ranked among the top HBCUs by U.S. News & World Report…”

H. Consistency Across Communications All University materials must use: • •

the same approved statistics the same phrasing for key facts

This applies to: • • • • • •

website content press releases speeches social media marketing materials e-marketing 30

I. High-Risk Areas Exercise extra caution with: • • • •

rankings language comparative claims (“top,” “leading,” “#1”) historical claims data used in advertising or billboards

When in doubt: •

confirm with University Communications

J. Xavier Standard Institutional data must be: • • • •

accurate verified consistent approved

There is no flexibility in the handling of official University facts.

Before publishing, ask: • • •

Has this data been verified by Institutional Research?

Am I using the approved language?

Could this be misinterpreted or overstated?

If uncertain—pause and confirm.

Appropriate Publications & Content Placement A. Guiding Principle Each Xavier communication channel serves a distinct audience and purpose.

Content should be placed strategically to ensure it reaches the right audience, in the right format, with the appropriate tone.

Writers and contributors should match content to platform, not simply publish wherever space is available.

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B. Primary University Publications Xavier Gold

Audience: Alumni and Friends | Frequency: Annual Purpose: • • •

Showcase the impact of Xavier through feature storytelling Highlight alumni, students, faculty, and institutional milestones Reinforce Xavier’s mission, legacy, and community

Content Types: • • • •

Long-form feature stories Alumni profiles and achievements Institutional milestones and historical reflections Signature programs and cultural narratives

Tone: • •

Narrative, reflective, and mission-driven Elevated storytelling with strong human interest

Forward

Audience: External stakeholders, partners, academic community | Frequency: Annual Purpose: • •

Highlight Xavier’s leadership in research, innovation, and engagement Position the University as a contributor to thought leadership and societal impact

Content Types: • • • •

Research initiatives and breakthroughs Faculty expertise and scholarship Community impact and partnerships Innovation and program development

Tone: • •

Forward-looking, informative, and impact-focused Accessible but grounded in academic credibility

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University Communications Newsletters

Audience: Internal and external stakeholders | Frequency: Ongoing Purpose: • •

Provide timely updates on University activities and opportunities Keep audiences informed and engaged

Content Types: • • • •

Event announcements and recaps Campus highlights and achievements Key updates from leadership or departments Deadlines, initiatives, and calls to action

Tone: • •

Clear, concise, and informative Action-oriented when appropriate

Departmental Newsletters

Audience: Targeted (students, faculty, alumni, partners by unit) | Frequency: Varies Purpose: • • •

Share unit-specific updates and opportunities Highlight departmental achievements, programs, and initiatives Support recruitment, engagement, and retention efforts

Content Types: • • • •

Department news and highlights Faculty and student achievements Program updates and announcements Events, deadlines, and opportunities

Tone: • •

Informative and engaging Aligned with University voice and standards

Standard: Departmental communications must: •

Adhere to this style guide 33

• •

Maintain consistency with University messaging Avoid conflicting or unverified information

Website (News Section – xula.edu/news)

Audience: Broad public, media, prospective students, stakeholders | Frequency: Ongoing Purpose: • •

Serve as the University’s official newsroom and source of record Provide credible, timely, and searchable information about Xavier

Content Types: • • • • •

Press releases and official announcements Faculty, student, and alumni achievements Program launches and institutional initiatives Grants, rankings, and recognitions Event coverage with institutional relevance

Tone: • • •

Journalistic and fact-driven Balanced with a feature-style approach when appropriate Clear, accessible, and aligned with AP style

Standard: All major institutional news should be published here first or concurrently, as this serves as the primary reference point for external audiences.

Alumni Relations Communications

Audience: Alumni and Friends | Frequency: Ongoing Purpose: • • •

Strengthen relationships with alumni Share news of relevance to the alumni community Encourage engagement, participation, and giving

Content Types: • • • •

Alumni achievements and spotlights Reunion and Homecoming updates Giving initiatives and campaign messaging Alumni events and opportunities

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Tone: • •

Warm, community-centered, and engaging Reflective of shared Xavier identity and pride

C. External Publications & Approval Requirement All external-facing communications—including: • • • •

Departmental newsletters Publications shared outside the University Marketing materials Reports, brochures, and digital campaigns

Must be submitted to University Communications for: • • •

Brand review Editorial and style approval Fact verification (when applicable)

No external publication should be distributed without: • • •

Alignment with Xavier’s brand standards Compliance with this editorial style guide Approval from University Communications

D. Content Placement Best Practices •

• • •

Match content depth to platform: o Long-form → Xavier Gold / Forward o Timely updates → Website / Newsletters Avoid duplication without purpose: o Adapt content for audience rather than copying across platforms Ensure alignment: o All platforms should reflect consistent facts, tone, and messaging Prioritize the website as the source of record: o Other channels should drive audiences back to xula.edu/news

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Editorial Best Practices A. Guiding Principle All Xavier communications should be: • • • • •

Accurate Consistent Accessible Mission-aligned Institutionally responsible

This guide establishes standards. Best practices ensure those standards are applied consistently across all platforms and contributors.

B. Write for the Audience First • • •

Prioritize clarity over complexity Avoid internal jargon unless necessary (and define it when used) Assume a mixed audience: o prospective students o alumni o media o general public

C. Lead with Purpose Every piece of content should answer: • • •

Why does this matter?

Who does it impact?

How does it connect to Xavier’s mission?

Avoid writing that: • •

lists facts without context buries the significance

D. Maintain One Xavier Voice Regardless of platform, all communications should feel:

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• • •

Consistent in tone Aligned in messaging Grounded in institutional identity

Avoid: • •

dramatic tone shifts across channels overly casual or overly formal inconsistencies

E. Accuracy Is Non-Negotiable • •

•

Verify all facts through approved channels Use institutionally approved language for: o rankings o statistics o historical claims Never: o estimate o approximate o “rewrite for effect”

F. Respect Process & Approval Channels •

Route: o o o

institutional facts → University Communications / Institutional Research sensitive topics → leadership review high-risk content → legal/strategic consultation

Rule: If unsure, pause and confirm.

G. Write with Inclusion in Mind •

Use: o o o

•

Avoid: o o o

inclusive language neutral phrasing person-first language (when appropriate) assumptions about ability culturally loaded phrasing exclusionary or unclear references

H. Design for Accessibility • • •

Do not rely on visuals alone to communicate key information Avoid text-heavy graphics Ensure: o alt text 37

o o

readable formatting mobile-friendly structure

I. Balance Storytelling with Responsibility Xavier storytelling should: • •

highlight people and impact connect to broader meaning

But must not: • • •

exaggerate oversimplify complex issues sacrifice accuracy for narrative

J. Separate News from Promotion •

•

News content should: o inform o provide context o include meaningful quotes Avoid turning news into: o advertisements o purely celebratory messaging without substance

K. Exercise Judgment in Sensitive Situations Use heightened care for: • • • •

deaths layoffs crises controversial topics

Apply: • • •

compassion restraint clarity

L. Protect the Institution All communications should safeguard: •

Xavier’s reputation 38

• •

legal standing accreditation and nonprofit status

Avoid: • • •

political endorsement misrepresentation unverified claims

M. Be Consistent Across Platforms Ensure alignment across: • • • • •

website press releases social media speeches marketing materials

There should be: • •

one version of the truth one standard for language

N. Think Before Publishing Before releasing any content, ask: • • • • • •

Is it accurate?

Is it clear?

Is it inclusive?

Is it necessary?

Is it aligned with Xavier’s mission?

Is it approved (if required)?

O. Xavier Standard Every communication should: • • •

reflect the University’s mission and values uphold professional and ethical standards serve both the institution and its audiences with integrity

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