Marketing

AP Style Guide

The KCTCS Editorial Style Guide provides guidelines for authors and editors of KCTCS communications and publications, especially those targeting media, students and prospective students. The purpose is to produce consistency across the system and platforms and reinforce a strong professional image. (See online style guide for more on writing for the web.)

This style guide does not apply to academic reports, books, articles or other content written primarily for academic audiences.

The guidelines are based on the online version of The 56th Edition of The Associated Press Stylebook and Briefing on Media Law, commonly referred to as the AP Stylebook, and Merriam-Webster Dictionary. In cases of conflict, the KCTCS Editorial Style Guide supersedes the AP Stylebook and AP supersedes Merriam-Webster. If AP is silent on a topic, follow guidance from Webster’s.

Entries in the style guide address questions that may commonly arise when writing about KCTCS and the colleges, such as academic titles, programs and degrees, building and place names.

The KCTCS Editorial Style Guide will be updated regularly to reflect ongoing changes to the AP Stylebook.

Please consult the AP Stylebook or Merriam-Webster Dictionary for further reference.

ABBREVIATIONS AND ACRONYMS

Avoid abbreviations in running text, except when part of names, street addresses, courtesy titles or academic degrees. Common errors are abbreviating Ky. and dept. in text and headlines.

If an acronym is so well known by the public or your audience, you can use the acronym on first reference and in headlines. Examples: ACT, SAT, GPA and IQ and KCTCS.

Do not follow an organization’s full name with an abbreviation or acronym in parentheses on first reference. On second reference, use the abbreviation, unless it would not be clear.

Kentucky Community and Technical College System on first reference. KCTCS on second reference.
Maysville Community and Technical College on first reference.
MCTC on second reference.

Established acronyms such as KCTCS or any of our college acronyms work well in headlines. Avoid acronyms in headlines if they aren’t well known since it would cause confusion.

In general, avoid alphabet soup in text. You can always replace KCTCS on third reference as “the system office” or “system officials” instead of KCTCS officials.

ACADEMIC DEGREES

Associate degree is singular – no ‘s. Use an apostrophe in bachelor’s and master’s degree.

In formal usage, if required, uppercase the degree names but not the major that follows.

Associate of Arts in communications.
Associate of Science in general engineering.
Associate of Applied Science in nursing.
Bachelor of Arts in history.
Master of Science in chemistry.

This is the preference when degrees are necessary to the content:

She holds an associate degree in communications and a bachelor’s in marketing.

Do not use “Dr.” before the names of individuals who hold doctoral degrees. Dr. is used only before someone’s name who holds a doctor of medicine, dental science or veterinary medicine degree.

Instead, when necessary and appropriate for a specific audience: Cassandra Jones, who has a doctorate in mathematics, was the lead researcher.

In a list: Ryan Quarles, Ed.D.

When used after a name, an academic abbreviation is set off by commas.

Larry Ferguson, Ph.D., delivered the commencement address.

Remember, you have great flexibility in quotations to use words that people speak, such as: “We are so appreciative of Dr. Ferguson’s outstanding leadership during this time.”

ACADEMIC DEPARTMENTS AND COURSE/PROGRAM NAMES

Use lowercase except for words that are proper nouns.

English department.
history department.
the department of history.

Uppercase is used when the department is part of a formal name.

University of Connecticut Department of Economics.

Lowercase is used for course/program names in news stories.

air conditioning technology.
business administration.
family law.
medical office terminology.

ACTIVE VS. PASSIVE VOICE

Passive voice is prominent in academic writing, but it hurts readability. For most

audiences, writing in active voice is required because it increases readability. Write in active voice for all documents created for students/prospective students, websites and news releases.

Active: The class read the book.
Passive: The book was read by the class.

ADDRESSES

Use the abbreviations Ave., Blvd. and St. only with a numbered address: 1600 Pennsylvania Ave.

But spell out abbreviations without a numbered address and capitalize when part of a formal street name: Pennsylvania Avenue.

Lowercase and spell out streets, avenues and boulevards when used alone or with more than one street name: Massachusetts and Pennsylvania avenues.

Spell out all similar words such as alley, drive, road, terrace and lane.

Always use figures for address numbers.

ADVISOR

KCTCS is breaking with the AP Style Guide and will continue usage of advisor, as opposed to the recommended adviser. Both are correct.

AMPERSAND

Do not use an ampersand in place of the word “and” unless it is a part of an institution’s formal or legal name.

Kentucky Community and Technical College System, but Procter & Gamble and AT&T.

Ampersands should only be used graphically on KCTCS printed and digital materials such as ads, viewbooks, posters, brochures and fliers, but not in news releases and other formal communication, such as letters and emails.

Ampersands are acceptable in social media posts due to space requirements and the less formal nature of posts.

APOSTROPHES

No apostrophe is needed for decades.

990s, 1980s.

For a singular common noun ending in “s” form the possessive by adding ’s.

The hostess’s invitation was lost in the mail.

Use only an apostrophe for singular proper names ending in “s.”

KCTCS’ Marketing Department.
Dickens’ book.
Achilles’ heel.

BULLETED LISTS

AP uses dashes instead of bullets to introduce individual sections of a list, and it’s due only to technical difficulties with their systems. So, a good rule is to use dashes in a news release, and feel free to use bullets for newsletters, marketing materials, meeting agendas, and basically anything else.

Capitalize the first word following the dash or bullet. Use periods, not semicolons, at the end of each section, whether it is a full sentence or a phrase.

Use parallel construction for each item in a list.

When using full sentences or paragraphs as list items, ensure the grammar is correct as for any sentence and list each normally.

This is the first sentence of my list.
This bullet has two sentences. Again, just make sure to use proper grammar with your list items.
This is just a third sentence to make the list look better.

When using single words and phrases as bulleted items, always capitalize the first letter and use a period for consistency. Single words might be better served in a sentence separated by commas.

Software contracts.
Bookstore operations.
Café hours.

CAMPUS NAMES

Campus names are considered proper names, so use sentence case for the entire name.

Whitesburg Campus.

Technology Drive Campus.

When referring to multiple campuses, lowercase the word campuses.

Cooper, Newtown, Danville, Lawrenceburg and Georgetown campuses.

COMMA

In general, the serial or Oxford comma is not used in AP Style.

Use a comma to separate words in a list, but do not add a comma before the conjunction in a simple series.

Red, white and blue flags.
Every Tom, Dick or Harry.

However, AP does allow an Oxford comma if omitting it could make the meaning unclear.

Merle Haggard invited his two ex-wives, and Kris Kristofferson and Willie Nelson. Also use a comma before the concluding conjunction in a complex series of phrases: The main points to consider are whether the athletes are skillful enough to compete, whether they have the stamina to endure the training, and whether they have the proper mental attitude.

If items in the series contain commas themselves, use semicolons between all items.

The letters she wrote are dated August 7, 1918; May 12, 1935; and January 4, 1965.

When a conjunction such as “and, or but” link to clauses that could stand alone as separate sentences, use a comma before the conjunction in most cases.

We wanted to go to the picnic, but it was raining.

Qualifiers such as Jr., Sr. and III are not set off by commas.

Martin Luther King Jr.
Charles Smith III.

Set off the year when using dates with commas on both sides if a day of the month precedes it.

Nov. 17, 2023, is the deadline.
November 2023 is the deadline.

Set off a parenthetical (nonrestrictive) expression with commas on both sides. Note that states following cities are parenthetical and require commas before and after.

The study, it was believed, had been falsified.
The members of the class, generally speaking, were happy to be there.
They visited Springfield, Ohio, on their last trip.

Commas always go inside quotation marks, except when a quotation mark indicates inches. See AP Stylebook for more information on comma use.

COMMONWEALTH

Use commonwealth of Kentucky if a formal use is required, which is rare with news stories, and lowercase c. As a standalone and in place of the state name of Kentucky, it is still lowercase. Follow this same convention for states, cities, counties and towns.

KCTCS offers dual credit for high school students across the commonwealth.
Advanced manufacturing is a major industry in the commonwealth of Kentucky.

DANGLING PARTICIPLE

A participle, particularly at the beginning of a sentence, must have a noun or pronoun it can belong to or modify. The participle should be immediately followed by the noun it modifies.

Driving along the road, the house came into view.

The phrase driving along the road does not modify house. Rewrite:

The house came into view as we drove along the road.

DASH/EM DASH

Em dashes are basically long hyphens but aren’t used as hyphens. AP refers to the Em dash as a dash. They are used after datelines and to start lists. They can also be used for emphasis to set off a series within a phrase and to signal abrupt change. AP requires one space on both sides of the dash. There is one exception and that is for sports summary tables. See hyphens.

DATELINES

Datelines in stories should contain a place name, entirely in capital letters, followed in most cases by the name of the state, country or territory where the city is located.

• VERSAILLES, Ky. -- Today, the …

ELLIPSIS

Use an ellipsis (three periods . . .) to indicate the omission of one or more words in condensing

quotes and other textual material. Space before and after the ellipsis and between periods within the ellipsis. If the ellipsis occurs inside a sentence, it consists of three dots; if it occurs at the end of a sentence, follow the ellipsis with a period for a total of four dots.

FAX

Fax is acceptable on first reference. It does not require capitalization.

FACULTY

When used as a collective noun, faculty takes a singular verb.

The ACTC faculty is sponsoring a food drive in collaboration with student government.

Faculty members are sponsoring the food driver.

GENDER AND SEXUALITY

Gender often corresponds with but is not synonymous with sex. Gender refers to a person’s internal and social identity while sex refers to biological characteristics.

Gender-nonconforming is acceptable in broad references: The group is providing scholarships for gender-nonconforming students.

We now use LGBTQ in all references for lesbian, gay, bisexual and transgender and questioning and/or queer. LGBT is no longer used.

Gender-neutral language:

In general, use terms that can apply to any gender. Such language aims to treat people equally and is inclusive of people whose gender identity is not strictly male or female.

AP says to balance these aims with common sense, respect for the language, and an understanding that gender-neutral or gender-inclusive language is evolving and in some cases is challenging to achieve.

Instead of chairwoman or chairman, use chair or chairperson; instead of spokesman, use spokesperson.

Line worker, not lineman

Door attendant, not doorman

Search, not manhunt

Police officer, not policeman

Workers, not workmen

Alum or alums is acceptable on first reference.

But because of common language, use congressman and congresswoman.

Do not presume one’s gender identity in constructing a sentence. Usually, it is possible and preferable to reword the sentence to avoid gender, unless it is central to the story, or the person requested their pronoun be used.

As much as possible, AP now uses they/them/their as a way of accurately describing and representing a person who uses those pronouns for themselves.

One must balance sensitivity with readability.

When using they/them/their as a singular pronoun, explain if it isn’t clear in context: Morales, who uses the pronoun they, said they will retire in June.

Don’t refer to preferred or chosen pronouns. Instead, say the pronouns they use. Sherrie, whose pronouns are... or Sherrie, who uses the pronouns...

Language is evolving in all these areas. See AP Stylebook for more information.

HEADLINES

Headlines should have important info at the front of the headline and use action verbs. Readers make decisions to read your story based on how interesting the headline is.

Headlines should provide the main idea in a tone appropriate to the story. They should be vivid, accurate and fair. AP limits headlines to 100 characters. Subheads are acceptable.

Consider keywords, search terms and what will be compelling in a headline to capture a reader’s interest.

HEALTHCARE

Health care is two words in AP style. Merriam-Webster’s uses healthcare. Both are correct, but we will deviate from AP style and use the one-word version.

HYPHEN

Hyphens are joiners and there are no spaces before or after hyphens.

Lowercase email and use without a hyphen. However, it’s e-book, e-reader, e-commerce.

Use a hyphen for ranges such as Jan. 1-4. There are no spaces before or after the hyphen.

Use a hyphen to avoid ambiguity and in the following situations:

Compound modifiers: In general, when two or more words modify and come before the noun, use hyphens.

A 3-year-old child, a well-known physician.
The child is 3 years old, and the physician is well known.

Do not hyphenate when compounds include “very” or adverbs ending in “-ly.”

a very delicate procedure, an expertly performed operation.

Most compound modifiers are not hyphenated when they appear after a noun.

The program, well known for its success, is part of the school of education.
The program is world renowned.

However, compounds with the prefix “well” are usually not hyphenated when they follow forms of “to be.”

Compound words:

Avoid hyphenating compound words whenever possible, unless hyphens are necessary to avoid confusing the reader or to avoid an awkward junction. Note: Check the AP Stylebook or Webster’s if you have questions about specific words.

Coworking (as in sharing space or Wi-Fi), freelance, inpatient, statewide, nonresident, noncredit, co-worker (if within the same company), co-opt, anti-utopian and post-traumatic.

Certain compounds should be spelled as two words when used as adverbs or nouns (full time, part time, off campus, cost of living) but hyphenated when used as adjectives.

She has a part-time job to attend school full time.
On-campus housing is limited, and many students live off campus.

Use a hyphen when the base word begins with a capital letter.

non-GMO.

Use a hyphen when referring to first-professional degrees or levels of residency.

first-professional degree, second-year resident.

If a word already contains a hyphen, do not break it at the end of a line.

ITALICS

AP does not italicize words in news stories, so do not italicize in news releases.

INTERNET

Do not capitalize.

JULIE PERSONA

Use the Julie persona for all student/prospective student communications. Julie’s voice is:

Approachable.
Conversational.
Empathetic.
Knowledgeable.
Authentic.

Here are some examples of Julie/not Julie.

Not Julie: More information can be found in the student section.

Julie: Got questions? Give us a call. We’re here to help!

Not Julie: Please utilize the correct form.

Julie: We’re happy to walk you through the process of filing out your paperwork.

Remember: Faculty and staff are not the target audience when writing for students. Julie’s voice is used to help students/prospective students navigate the academic world.

KENTUCKY

In a state news release, it is not necessary to include Kentucky in the text following the name of a Kentucky city. Furthermore, “Ky.” will already be in the dateline. Do not use the postal code KY in text. Spell it out instead.

LEAD

The lead is the introduction to the story. It often is a summary of key facts, but sometimes a teaser for lighter stories. In journalistic jargon, it’s lede.

MONTHS

When a month is used with a specific date, abbreviate: Jan., Feb., Aug., Sept., Oct., Nov. and Dec. Spell out when using alone.

When a phrase lists only a month and a year, do not separate the year with commas: January 2016 was a cold month.

When a phrase refers to a month, day and year, set off the year with commas: Feb. 14, 2018, was the target date.

MOUNT

Spell it out: Mount Sterling, Mount Washington.

NUMERALS

In general, spell out one through nine: She has two months left to finish her coursework.

There are many exceptions that always take figures. Common exceptions include:

Addresses. 8 W. Main St.

Ages, but not for inanimate objects. For his 6th birthday, the boy chose the 3-year-old puppy.

Cents. 3 cents.

Dollars. Do not include a period and two zeroes when referring to an even dollar figure. $5.

Dimensions. 6x11 inches.

Highways. I-64.

Millions, billions. $10 billion.

Percentages. 50%. Use the % sign in text.

Speed. 70 mph.

Temperatures. 68 degrees.

Times. 7 a.m. Do not include a colon and two zeroes when referring to an even hour.

Figures. Use figures for 10 or above. Also, use figures whenever preceding a unit of measure or referring to ages of people, animals, events or things. Also use figures in all tabular matter, and in statistical and sequential forms.

The girl is 6, and her brother is 9.

Also 30s, 40s, etc, and the woman is 30-something.
Other: 21st century, but ninth century; class of ’66; 9/11 attacks.

School grades: Use figures for grades 10 and above: 10th grade. Spell out for first through ninth grades: fourth grade, fifth grader.

Percent: Follow a number in text with %. Degree attainment jumped 3%, and that was a gain of 7 percentage points.

Use a figure-word combination. 1 million people; $2 billion, not one million or two billion.

ON

Do not use on before a date or day of the week when its absence would not lead to confusion, except at the beginning of a sentence:

The meeting will be held Monday. He will be inaugurated Jan. 20.

On Sept.the committee will meet to discuss the issue.

Use on to avoid an awkward juxtaposition of a date and a proper name: John met Mary on Monday. He told Biden on Thursday that the bill was doomed.

PERIODS

Use a single space after a period at the end of a sentence. Never use two since it hurts with readability, and it makes your copy look old.

Periods always go inside quotation marks.

Abbreviations using only the initials of a name do not use periods.

Quoatation Marks

Quotes within quotes: Use single quotation mark inside a standard quote.

She said, “I agree with Kipling that ‘the female of the species is more deadly than the male. But the phenomenon is not an unchangeable law of nature,’ a remark he did not explain.”

Placement with other punctuation:

• The period and the comma always go within the quotation marks.

• The dash, the semicolon, the question mark and the exclamation point go within the

quotation marks when they apply to the quoted matter only. They go outside when

they apply to the whole sentence.

RACE-RELATED WRITING

Consider carefully when deciding whether to identify people by race. Often it is an irrelevant factor and drawing unnecessary to someone’s race or ethnicity can be interpreted as bigotry.

No hyphen is needed for terms of dual heritage such as African American and Asian American.

African American and Black are not necessarily interchangeable terms. Follow a person’s preference.

Black/white. Do not refer to a person as a Black or white for both singular and plural nouns. Also don’t say someone is the first Black to do something. Instead, say the first Black person, such as Aaron Thompson was the first Black person and first Kentuckian selected as president of the CPE.

The terms people of color and racial minority/minorities are generally acceptable. When talking about just one group, be specific: Chinese Americans or members of the Seminole Indian Tribe of Florida. Notice that you don’t use hyphens in Chinese Americans or African Americans as noted earlier.

Biracial, multicultural – Acceptable, when clearly relevant, to describe people of more than one racial heritage. Avoid mixed race, which can carry negative connotations.

Chicano – A term that Mexican Americans in the U.S. Southwest sometimes use to describe their heritage. Use only if it is a person’s preference.

Latino, Latina – Latino is often the preferred noun or adjective for a person from, or whose ancestors were from, a Spanish-speaking land or culture from Latin America. Latina is the feminine form. Some prefer the neutral term Latinx, which should be confined to quotes, names of organizations or descriptions of individuals who request it and should be accompanied by a short explanation.

Hernandez prefers the gender-neutral term Latinx.

Hispanic is also generally acceptable for those in the U.S. Use more specific identification when possible, such as Cuban, Puerto Rican, Brazilian or Mexican American.

American Indians, Native Americans – Both are acceptable terms in general reference to those in the U.S. when referring to two or more people of different tribal affiliations. For individuals, use the name of the tribe, if available.

First nation is the preferred term for native tribes of Canada.

Indian is used to describe the peoples and cultures of the South Asian nation of India. Do not use the term as shorthand for American Indian.

Orient, Oriental – Do not use when referring to East Asian nations and their peoples. Asian is the acceptable term.

See the AP Stylebook for more information on race-related writing.

SEMICOLON

In general, use the semicolon to indicate a greater separation of thought and information than a comma can convey, but less than the separation that a period implies. Use semicolons to separate elements of a series when the items in the series are long or when individual segments contain material that also must be set off by commas.

He is survived by a son, John Smith, of Chicago; three daughters, Jane Smith, of

Wichita, Kan., Mary Smith, of Denver, and Susan Smith, of Boston; and a sister, Martha,

of Omaha, Neb.

Use a semicolon when a coordinating conjunction such as and, but or for is not present.

The package was due last week; it arrived today.

SPLIT INFINITIVE

In general, avoid awkward constructions that split infinitive forms of a verb.

(Ex.: to leave, had left)

Awkward: She was ordered to immediately leave on her assignment.
Preferred: She was ordered to leave immediately on her assignment.

TIMES

For times, use figures except for noon and midnight. Also, do not use 12 noon or 12 midnight.

Avoid other redundancies such as 10 a.m. this morning or 10 p.m. tonight.

Use days of the week instead of the date within seven days before or after the current date. Follow these examples for times:

9 a.m.
9:30 a.m.
9-11 a.m.
9 a.m. to 5 p.m.

TITLES

Capitalize and spell out titles when they precede a name.

President Ryan Quarles
Congressman Hal Rogers
Pope Francis

Lowercase and spell out titles when they are not used with a name.

The president issued a statement.

The pope gave his blessing.

Always use the person’s exact title. Do not presume all instructors are professors.

Jane Smith, director of financial aid, made a presentation at the conference.

Do not precede a name with a courtesy title for an academic degree and follow it with the abbreviation for the degree in the same reference.

Not – Dr. Josh Clark, M.D.

Lowercase modifiers such as department in department Chair Christine Jones.

The following formal titles are capitalized and abbreviated as shown when used before a name.

Gov.
Lt. Gov.
Dr. (for medical doctor only)
Rep.
Sen.
Certain military ranks

United States

Use periods in the abbreviation, U.S., within text. In headlines, it’s US without periods.

VICE PRESIDENT

Vice president is not hyphenated.

WEB, WEBCAM, WEBSITE, WEBFEED, WEBPAGE, WEBMASTER, WEBSITE

Lower case and one word.

WORLD WIDE WEB

Retains capitalization, but you can use web instead.

X, TWITTER

On first reference, refer to the platform as X, formerly known as Twitter.

The term tweet remains acceptable as a noun and a verb. Also acceptable is phrasing such as posted on the X platform, formerly known as Twitter. On later references to the platform:

the X platform or X.

Other than in direct quotations essential to the story, don’t use X in place of tweet or retweet.

YEARS

Do not include the current year when a phrase refers to a month and day within the current year. If it is a past or future year, include the year. Other tips:

The board of regents met Sept. 21.

The board of regents will meet Dec. 7-8.

The start date for President Ryan Quarles is Jan. 1, 2024.

The 1970s, the 2020s.

2024 will be a defining year for KCTCS. Yes, this is acceptable. Years are an exception to the rule that you can’t start a sentence with a figure, but if it looks weird, you don’t have to!