The intent of adopting "being the change" as a tagline is to focus all of our campus communicators to portray success as being equal parts intellect and action.

Being the Change as a tagline is very much about action and initiative, so any public-facing communications should capture that spirit. Stories about students, faculty, programs, activities and alumni should focus on Being the Change, even if those words aren’t expressly used. Narrative copy and other descriptions of any programs or events at JMU should use active voice and relate back to the values of engagement, impact and citizenship. At the same time, they should capture the spirit of initiative, excitement and fun with which our students, faculty and alumni approach their work.

In keeping with the brand, action verbs should dominate JMU’s communications. (As suggested in the examples, the “-ing” form of action verbs may be appropriate to echo the tagline.) Selected verbs and adjectives that would be appropriate for communications appear in the chart on the right.

In some cases, it will be appropriate to use the phrase Being the Change in outward-facing communications. Two examples are shown below. At the same time, there is some risk of overusing this phrase; it is more important to convey the spirit of the tagline than to use these exact words.

Together, the following three reference guides constitute Madison Style, the official editorial style for all non-academic JMU print and digital communications:

• The current Associated Press Stylebook - (only available from JMU's internal network) Available at the JMU Bookstore or another bookstore of your choice.
• Webster’s New World College Dictionary - JMU’s official first dictionary reference for usage and meaning.
• A to Z Guide - Our house style guide shows where Madison Style differs from AP Style, offers solutions to commonly queried and misused style points, and addresses style issues unique to James Madison University marketing and branding.
   

Grammar, punctuation, and writing guides

The following grammar, punctuation and writing guides offer helpful tips and commonsensical advice for good writing:

• Line by Line by Claire Kehrwald Cook
• Elements of Style by William Strunk Jr. and E.B. White
• Dictionary of Troublesome Words by Bill Bryson
• Lapsing into a Comma by Bill Walsh

Pronouns and gender-inclusive language

In keeping with JMU's commitment to diversity, equity and inclusion, every attempt should be made to honor a person's gender identity and expression. Gender should never be assumed based on a person's first name or appearance. Some members of the JMU Family may identify as both male and female, or neither, and some may prefer gender-neutral pronouns (they/them/their). If a person's choice of pronouns is not known, it is best to use they/them/their. Creating an opportunity during the interviewing process for the person to disclose their gender identity and choice of pronouns is recommended. The following websites serve as guides in the use of gender-inclusive language:

• MyPronouns.org is an excellent resource on how to use pronouns correctly.
• The United Nations outlines helpful guidelines for the use of gender-inclusive language.

Formal language

Madison Style does not address language used in invitations and other formal usages. There are several guides available that offer instruction on the use of etiquette and formal language. Please consult one of them and then use that guide consistently for usages that require formal language. The following guides may be helpful:

• Etiquette and Protocol: A Guide for Campus Events by April L. Harris (available through CASE bookstore)
• Etiquette by Peggy Post

Questions?

If you have questions or need more information contact the editorial staff at madisonstyle@jmu.edu.