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Keep these tips in mind as you create communications.

Avoid jargon.

Specialized language has its place in peer-reviewed journals, but strive to make content relevant to the general reader.

Avoid clichés.

Tulane's work is original and unique. Our communications should be too.

Find the balance.

Every “give” (attribute) has a corresponding “get” (benefit). Be sure to include both.  Don't talk about what Tulane offers without also talking about what the individual (or group or city or country or world) gets as a result.

Make it enjoyable.

Vary the cadence within the communications.
Mix short sentences with longer ones.

Make headlines work hard.

A headline should be more than a label. It’s what will entice the reader to go deeper into our content, so it’s important to make them exciting and inspirational.

Make it about them.

Never stop thinking about the readers and what the story might tangibly mean to them. It helps keep the information relatable and relevant, even if it means breaking a grammar rule or two. Used judiciously, contractions and sentence fragments add personality to communications.

Celebrate the unexpected.

At Tulane, you don’t have to look far for compelling stories with an interesting twist. Use them.

Show outcomes.

Every story has the potential for an inspiring result, a concrete example or a goal achieved. Even pure research leads to new possibilities and breakthroughs.

Make it true.

Back up statements with proof points. Share real honest stories of the work we’re doing.