Respecting Your Audience

Writing With Everyone in Mind

Our university, state and nation are home to people from a wealth of backgrounds, and it is vital NC State considers their varied needs in all our communications. Our words and imagery must convey respect for others and enable people to work together without causing misunderstanding or conflict that could hinder our mission. Respectful, considerate communications help us attract and retain students and employees who seek environments where they are valued, which ultimately builds a stronger, more effective Wolfpack.

Communicators have the power to shape perception and serve as catalysts for improving their organizations. Words and images have the power to make people feel more welcome, supported and respected. Even small communication choices can help champion equality, belonging and well-being at NC State. In the following sections, we provide guidance to help communicators ensure they are being as considerate of their audience as possible.

NC State’s editorial style is based on The Associated Press Stylebook, with exceptions and additions as noted in NC State’s editorial guidelines. When our style guidelines conflict with AP style, follow NC State style and the recommendations in this guide. To resolve questions of spelling, AP recommends using Merriam-Webster. Below we give key recommendations from AP interspersed with guidelines specific to NC State.

 

Guiding Philosophy

Language is constantly evolving, which can make it challenging to keep up with the details of communicating to and about different groups of people. A perspective rooted in cultural humility helps. Cultural humility is a framework based on the premises that everyone has a distinct perspective, and everyone’s perspective matters. Other components of cultural humility include a lifelong commitment to self-evaluation, a readiness to learn about differences and an openness to the possibility of being more conscientious and understanding.

To put cultural humility into practice, consider including statements such as the following in your messaging:

“At NC State, we strive to create a welcoming and supportive environment for everyone. Please let us know if you have suggestions for how we can improve our communications.”

“We welcome your comments to help us embrace the unique experiences and perspectives of our audiences. Let us know if we can do better.”

 

Topics

Representation

One of NC State’s core values is representation — ”of all the people of North Carolina by seeking, welcoming and supporting individuals and ideas from across the state in service to our shared needs.”

As you create messaging, imagine the wide range of individuals who may read or view it. Do they see themselves reflected as more than a token presence in your writing? When appropriate, check your work to see if you’ve represented multiple audiences within it.

• When creating content, consider whether the names, voices, descriptions, images and experiences you are depicting represent a broad cross-section of society. Regularly include a variety of identities and experiences in your work, and create opportunities to feature a range of identities.
• Consider whom you might be inadvertently excluding or alienating by assuming a single perspective, such as talking about a specific religious holiday as if the reader undoubtedly celebrates it. When possible, reframe your language to encompass multiple perspectives.
• Select or create visual images that accurately depict the richness of our community, including subtler or less visible aspects, such as age, disability, military status or gender identity.
• Don’t overdo it. Authenticity is critical. We want to accurately represent and do justice to our audiences and the wider Wolfpack community.

People-First Language

Identities are multifaceted, and individuals may self-identify in a variety of complex ways. It is important to keep this in mind and to refrain from reducing anyone to a single identity or category. Avoid oversimplification, stereotyping and generalizations when referring to individuals or any group of people.

When possible, refer to a person before their descriptor. For example, “person with a disability” is preferable to “disabled person”; “person experiencing depression” is preferable to “depressed person” or “mentally ill person”; and “uses a wheelchair” is preferable to any descriptor that places the characteristic before the person.

Writing About Communities

When writing about communities you’re not a part of, be careful if you use culturally specific descriptions, quotations or phrases unique to that community. Start by doing research to learn as much as you can about the topic, culture or person you’re writing about. Context is key, and authenticity is important. Always be respectful in tone, and consult a knowledgeable reviewer if you need help.

Avoid focusing exclusively on specific events or history months for various groups. Instead, find ways to routinely celebrate the many different people who make up the Wolfpack.

Pay close attention to preferred terms for a given group, such as “Native American,” “American Indian,” “Indigenous” or “First Nations” rather than “Indian.” The AP Stylebook’s entry on race-related coverage provides helpful guidance on this topic.

Idioms and Confusing Language

When writing for a broad audience, it’s best to use plain language, choose straightforward wording and avoid idioms, which can be unclear, confusing or even hurtful. If you do choose to use an idiom or a common turn of phrase, do an internet search first to learn more about the term’s origins, and don’t use it if it might hinder communication with your audience.

Gender and Pronouns

Cultural norms and legal protections for LGBTQ+ people have changed quickly over the past few decades, and communicators must keep up with the changes to be current and correct. For example, in 2019 Merriam-Webster added the singular “they” to the dictionary. At NC State, we support the use of the singular “they” when referring to individuals who use this pronoun.

When writing a story about an individual, it’s good practice to ask them their preferred pronouns or to volunteer your own during the interview to ensure you accurately represent the individual. We also support the use and display of personal pronouns. Individuals may choose whether to use and indicate specific pronouns for themselves while supporting those who choose to use or indicate their own pronouns.

Do you have a question or suggestion?

Please contact NCStateBrand@ncsu.edu if you have questions or suggestions about this guide.