Voice and Tonality

When talking about Durham Tech to the outside world, it’s important to remember that the way we communicate is just as important as what we communicate.

Language

Here are some helpful tips:

» Use clear and concise language.

» Use action words.

» Avoid jargon and buzzwords.

» Keep in mind the Durham Tech values: education, helpfulness, affordability, reinvention, resourcefulness, creativity, and empowerment.

» And the tagline: “Do great things.”

Imagery

Use “action” photos, student life, faculty and staff interaction, etc. — a picture of a meeting or spoken presentation unfortunately does not make for compelling content.

Photos should be well-composed, in focus,  and colorful. 


Social media

Whether you’re discussing Durham Tech on Twitter, Facebook, Instagram, or any of the myriad of other social media outlets, it’s critical to keep in mind that whatever you post will reflect upon you and upon the college. Here are some things to keep in mind:

» Use clear, conversational language.  No need to be formal.  

» Try to be positive, but above all, be respectful in your tone.

» Spelling counts!