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For questions not covered below, use the Associated Press (AP) Stylebook. SDSU has adopted this reference as the university's official style manual for publications targeting media and other external and internal audiences. All SDSU communications professionals should keep an updated copy of the AP Stylebook on their desks. Faculty or staff writing for scholarly publications, however, should comply with specified academic style manuals.

 

Some Rules for Good Writing

Just because a document is grammatically or technically correct doesn't mean it is effectively or well written. Consider the following paragraph. Although grammatically correct, it's weak and disjointed:

During the preceding year just past, San Diego State University was able to introduce a large number of Web applications for several online student services. For example, students are able to provide new e-mail addresses online. Students can get their personalized registration information through e-Services WebPortal. Students expect SDSU to provide them with fast and timely service, and SDSU is responding to this expectation.

Now consider this revision:

San Diego State University is meeting student demand for fast and timely service by continually introducing new online student services. Last year, the abilities to update e-mail addresses and check personal registration information online were welcomed additions to the e-Services WebPortal.

The second, more readable version eliminates wordiness, unnecessary details and repetitive sentence structure. In doing so, it conveys its message more effectively.

Applying the following principles will help you to produce more professional and effective written communications:
Know your audience. Put yourself in the reader's shoes. Focus on how readers will benefit from your information or from complying with your request. Use words familiar to your readers and avoid unnecessary or potentially confusing jargon. Many terms used by SDSU faculty and staff such as "graduation rate," "retention," and "preparation for the major" may not be familiar to students and the outside community.

Be clear and to the point. Say what you mean as clearly as you can. Your goal is to write messages that are understandable and precise. Accuracy and completeness add to your credibility. Include all important details——no more and no less. Don't repeat ideas.

Adopt an appropriate tone. Writing in a conversational style using simple words is usually the most effective way to communicate your message, although a document such as an annual report will require a more formal tone than a flyer promoting a student event. Your tone conveys your attitude toward both the reader and the subject, which can affect how your audience responds to your communication.

Use active rather than passive voice.

Not: "Promises were broken." (by whom?)

But: "I broke my promise."

  • In active voice, the subject clearly performs the action:
    • "SDSU offers a valuable New Student Orientation program."

  • In passive voice, the subject is acted upon and may be unclear:
    • "A valuable New Student Orientation program is offered."

      The active voice is generally preferred because it is more direct and clear. Passive voice is appropriate only when it is important to draw attention to the thing acted upon or when you want to de-emphasize the subject.

Use short, simple words. Write and rewrite for brevity. Using short, simple, straightforward words is usually the most effective way to communicate your message. Sample short replacements include:

ascertain (learn)
endeavor (try)
 enumerate (list)

  

initiate (start)
modification (change)
utilize (use or employ)
Avoid wordiness. Wordiness slows down the pace and can distract from your message.

Not: In light of the fact that you have failed to take the test during the time in which it was available, I am at this point going to have to fail you from the class.

But: Because you missed the deadline to take the test, you did not pass the class.

Use specific and concrete language. This will give your writing interest, as well as richer, more pertinent content.

Not: The student was interested in the class.
The dog jumped on top of the car.

But: The student paid close attention to the discussion and asked thoughtful questions.
The Saint Bernard jumped on top of the red Corvette.

Avoid clichés. Avoid overused, unoriginal phrases.

Not: As per our conversation, enclosed please find an application for course forgiveness that should be returned at your earliest convenience.

But: Please return the enclosed course forgiveness application by May 25, 2004.

Strive for sentence variety. Keep your writing interesting by using a variety of sentence structures and lengths. Vary the complexity of sentences, and make sure sentences link together coherently by using transitional words such as "first," "next" and "finally." For helpful pointers, see the Purdue University Online Writing Lab section on Sentence Variety.

Use Parallel Structure. Sentences, headings and lists should be balanced using parallel sentence structure. When multiple ideas exist in one sentence, they should be expressed in similar style and form. For more pointers, see the Purdue University Online Writing Lab section on Parallel Structure.

  • Parallel Verbs
    Not: The student likes speaking in class, working in groups, and to read textbooks.
    But: The student likes speaking in class, working in groups, and reading textbooks.

  • Parallel Adverbs
    Not: Editors should proof their documents thoroughly, precisely, and in a careful manner.
    But: Editors should proof their documents thoroughly, precisely and carefully.

  • Parallel Clauses
    Not: New SDSU students are told that they should keep up their high school grades, that they should attend New Student Orientation, and to get involved in student life activities.
    But: New SDSU students are told to keep up their high school grades, to attend New Student Orientation, and to get involved in student life activities.

  • Parallel Lists
    Not: Please purchase pens, notepads, scissors, and get some ink cartridges.
    But: Please purchase pens, notepads, scissors and ink cartridges.
Writing for the Web. See the "SDSU Web Style Guide" section on Design Considerations.
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