Communication Principles

These principles represent how Carnegie Mellon University should be positioned verbally and visually. 

The goal is to empower you as storytellers and embolden you with focused ideas as you write or create graphics, photography, videos or campaigns.

 

Focus on People
People like to read, watch and hear about other people because it’s relatable.

Show Positive Impact & Value
Focus on answering for the audience: “What’s in it for me?”

A student gazes in thought with the headline "DREAM BIG DO BIGGER. This is an ad for a Humanities degree at CMU.

Show Your Difference
What is your unique selling proposition? Tell the world why CMU is unique.

Image of a screenshot from a video that shows a conversation between two people. The person in the forground has their back to the camera and in front of them we see a woman smiling. She has very short hair and is wearing a blue suit jacket.

Be Authentic
Use real examples. Avoid overly dramatic storytelling, grandiose claims or generic stock images.

Image of a publication where the headline is simple and the image to the right is cropped.

Communicate in Common Terms
Connect with the average reader. Avoid lofty language. 

Seize Thought Leadership
Lead the conversation. Don't follow it.

 

FAQ

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