University Writing Style

        As a rule, all marketing materials, brochures, fliers, posters, newsletters, newspapers, alumni publications, online content and other campus communications should follow The Associated Press Stylebook.

        We use more than visuals to communicate our story. We use words. Telling our story with clarity and consistency is critical, especially when writing for an external audience who may be unfamiliar with campus. UW-Whitewater follows AP Style and we've included some of our own university guidelines.

        Some of the more common examples include:

        • Always refer to campus as the University of Wisconsin-Whitewater or UW-Whitewater.
        • Do not refer to the university as Whitewater. Never shorten to UWW or UW-W.
        • Willie Warhawk, not Willy.

        Select here for the full UW-Whitewater writing style guide.


        Marketing and Media Relations
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        University of Wisconsin-Whitewater
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        Whitewater, WI 53190-1790
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