Guidelines for how OST communicates — our consistent voice, the tone we adapt by context, and the writing standards that keep every message clear, credible, and mission-aligned.
Our Voice
[Describe the consistent personality behind all OST communications — this stays the same regardless of audience or channel.]
OST's voice is [scholarly / warm / pastoral / authoritative — pick what fits]. We speak as an institution rooted in faith and academic excellence, communicating with clarity and intention. Our voice reflects who we are: a community dedicated to theological formation and mission.
Core Voice Traits
[Trait 1 — e.g. Welcoming] We greet every reader as a potential member of our community. Our language is inviting and accessible without being informal. Example: "We're glad you're here." not "Thanks for stopping by!"
[Trait 2 — e.g. Scholarly] We take our academic identity seriously. Our writing reflects depth and credibility without becoming inaccessible. Example: "Our faculty bring decades of theological expertise to every classroom." not "Our teachers are really smart."
[Trait 3 — e.g. Mission-Driven] Everything we write connects back to our mission. We don't communicate for the sake of communication — we educate, inspire, and call people forward. Example: [Client to fill in]
[Trait 4 — e.g. Pastoral] We recognize that many of our readers are on a journey of faith. Our tone reflects care, compassion, and respect for that journey. Example: [Client to fill in]
Tone
[Unlike voice, tone shifts depending on context. Describe how OST adjusts its tone across different situations.]
| Context | Tone |
|---|---|
| Admissions & prospective students | Warm, encouraging, clear |
| Academic content & faculty communications | Formal, precise, authoritative |
| News & announcements | Informative, straightforward |
| Social media | Conversational, engaging, approachable |
| Crisis or sensitive communications | Calm, honest, compassionate |
| Events & community | Celebratory, inclusive, energetic |
Writing Guidelines
Be clear before being clever. Our readers include prospective students, faculty, donors, and community members. Write for all of them. Avoid jargon, acronyms, or insider language without explanation.
Use active voice. "OST offers a Master of Divinity program" not "A Master of Divinity program is offered by OST."
Be specific. "Our students serve in parishes, hospitals, and missions across 14 countries" not "Our students do impactful work."
Respect the reader's time. Get to the point. Long paragraphs and dense blocks of text lose readers. Break up content and lead with the most important information.
Words We Use
[Client to fill in — e.g. formation, mission, community, vocation, service]
Words We Avoid
[Client to fill in — e.g. synergy, leverage, cutting-edge, world-class]
“OST serves a diverse, multilingual community. When communicating in both English and Spanish, maintain the same voice and care in both languages. Translations should reflect the same warmth and precision — not a literal word-for-word conversion.”