Editorial Style
To build brand awareness, it’s not enough to simply be the standard bearers for medical progress. We also have to look and sound like the leaders we are.
We do that in large part through our tone and voice.
Our tone should demonstrate competence and sophistication, but also show that we are approachable and compassionate.
Our voice is that of one who is caring, respectful, and friendly.
We are clever, but not cutting. We are warm, but never cute or silly.
To sum, our tone and voice is that of a trusted, insightful, knowledgeable source whose ultimate mission is promoting good health. We understand that medicine is serious and personal, and we genuinely care about our patients and their families and the pursuit of science and knowledge.
For additional guidance with communicating about UT Southwestern ...
Talking Points
With a brand as large and compelling as UT Southwestern, sometimes it can be hard to figure out where to start talking and what messages are worth highlighting. Here are a few suggestions to help guide you:
- We have three missions that work as one.
UT Southwestern is built around three core missions: education, research, and clinical care. Though separate, they are closely linked – by design. - We are leaders with a commitment to collaboration.
Our commitment to breaking down barriers between education, research, and clinical care has led to progress in treating the toughest diseases. - We are science driven.
We are driven by discovery and the pursuit of cures. Because of our exceptional scientific inquiry, we deliver better clinical care. - We are home to leading physicians, scientists, and caregivers.
Since 1985, six faculty members have earned Nobel Prizes. Dozens more of our faculty are members of prestigious medical and scientific organizations. - We deliver the future of medicine, today.
We’re searching for breakthroughs in our labs and then moving our discoveries as quickly as possible into new and better treatments for patients in our clinics and hospital.
How We Talk to Different Audiences
Though our message should always be consistent and truthful, different audiences may require slight differences in tone and strategy. To that end, here is some guidance:
- To Patients
More than any other audience, patients need to hear our compassion come through. But it must be genuine and restrained. Our credentials need to be a major focus, but we must back them up with our sense of purpose. - To Peers
While the recruits we hope to attract are drawn to our mission and purpose, they are more likely to seek specifics. More technical, specialist language is welcomed in these communications. - To Learners
With potential learners, we want to lead with the opportunity to train in our state-of-the-art facilities and alongside renowned faculty. It’s important to focus on the learning environment we are cultivating and our accomplishments. Learners need to be able to visualize themselves at our institution. - To Donors
We want our donors to feel pride in UTSW and their role in advancing the breadth of our mission. It’s important for donors to understand the full impact of their philanthropy – from the lives they’ve touched, the science they’ve accelerated, the faculty they’ve helped recruit, the buildings they’ve brought to life, to the dreams they’ve helped make come true by supporting the education of an aspiring health care provider or scientist.
Style Guide
Consistency in editorial style and content is an important dimension of UT Southwestern’s commitment to quality. Along with enhancing the professionalism of our communications, it reinforces the idea that we take seriously our work of healing, discovery, and innovation.
UT Southwestern’s Style Guide offers guidance and standards for your communications needs.
Direction on specific word usage can be found in our Word Usage (VPN required) guide.
Our Writing for the Web (VPN required) page contains editorial and technical guidance for web content managers.