Our writing reflects the voice and values of the University of Georgia College of Agricultural and Environmental Sciences (CAES). Clear, consistent writing helps communicate who we are, what we do and why it matters. It connects our audiences to the impact of our work across Georgia and beyond. By following these writing guidelines, we ensure our messages are unified, professional and aligned with the university’s brand while still reflecting the authenticity and expertise that define CAES.
overview
Know your audience
When communicating about the University of Georgia College of Agricultural and Environmental Sciences (CAES) and UGA Cooperative Extension, it’s important to remember that not all audiences are familiar with our internal language or acronyms. While accuracy is essential, our writing should prioritize clarity and accessibility. That may mean using terms that feel less familiar to us but resonate more clearly with the people we serve — including those outside academia or Extension. When in doubt, reach out to the Office of Marketing and Communications for guidance on tailoring your message.
Consistency builds trust
Consistency in tone and personality strengthens the CAES sub-brand. While our messaging for research and Extension may differ slightly, they stem from the same values of curiosity, service, education and growth. These shared traits are expressed through tone words outlined in this guide. Using them helps ensure a unified voice across all communications.
AP style
CAES follows the Associated Press Stylebook in alignment with UGA’s Division of Marketing and Communications. This applies to communications with external audiences, including prospective students and families, donors, policymakers, media and the general public.
Conversational tone
As a land-grant institution, our mission is to serve all Georgians. While maintaining professionalism, we use a conversational tone that fosters connection. When writing for the general public, avoid overly technical or academic jargon that may alienate readers. Use language that invites engagement and reflects the approachable, service-oriented nature of CAES.
Writing with intention
Our audiences are diverse — from Georgia residents and Extension clients to faculty, students, and peer institutions. When writing, consider how your message will be received. Avoid unfamiliar terms like “land-grant” or “Extension” without context, and always spell out “College of Agricultural and Environmental Sciences (CAES)” on first reference. Use clear, accessible language to build understanding and trust.
If you need support writing for a specific audience, the Office of Marketing and Communications is here to help.
Academics & Research Style Guide
Brand narrative
The brand narrative is a concise expression of the overall brand story that relates to a specific area of CAES, in this case, instruction and research. It explores themes and ideas that pertain to the academic side of the brand.
We are here to prepare the next generation of thinkers, problem-solvers and leaders — those who keep the world moving forward. The ones who keep crops growing so billions can be fed. Those who rise early to strengthen our communities and work late so entire industries can thrive.
Rooted in Georgia, our impact reaches across the country and around the world. We are students, educators and professionals united by a shared mission and the unmistakable Bulldog spirit. Together, we’re cultivating a brighter, more resilient, more sustainable future for all.
Brand tone
Tone words help shape our voice. They help determine the type of language we use and how it will sound to our audience. How we employ these words will vary by audience, context, medium and objectives.
| Brand Tone | Overview | Dos | Don’ts |
|---|---|---|---|
| Innovative | Our integrative approach to issues is credible, forward-thinking and grounded in real impact. | ✔ Highlight how CAES applies modern techniques and technologies to solve long-standing issues. Example: “By integrating food science with data analytics, our researchers are finding safer, more efficient ways to reduce food waste.” | ✘ Avoid vague or self-congratulatory language that claims innovation without showing it. “Innovating” should be demonstrated through specific, credible examples. Example: “CAES is known for being innovative in everything we do.” |
| Forward-thinking | We are preparing for the challenges of tomorrow by building on today’s research, applying it in meaningful ways, and creating sustainable impact for future generations. | ✔ Emphasize proven, practical and sustainable solutions dedicated to addressing the world’s most pressing challenges. Example: “Our researchers are developing drought-resistant crops to support food security for generations.” | ✘ Avoid vague claims that lack practical context or dismiss the value of foundational knowledge and experience. Example: “Traditional methods no longer apply in today’s world.” |
| Research-backed | We pursue data-driven information to advance industries and solve everyday challenges. | ✔ Reference studies, data and practical science from CAES experts while ensuring language is easy to understand and approachable. Example: “This irrigation method reduced water usage by 30% in field trials conducted by CAES research faculty.” | ✘ Avoid making claims without evidence and using dense research language to address Georgians at large. Example: “This study examines the neuroprotective effects of a novel antioxidant alpha lipoic acid-based therapeutic.” |
| Collaborative | We thrive on a community-focused approach to build up our partners. | ✔ Emphasize partnership, shared goals, and the value of working across communities and disciplines. Example: “CAES is proud to empower producers with innovative research to cultivate a stronger, healthier Georgia.” | ✘ Don’t just state that collaboration is happening — explain why it matters, showing what it looks like in practice. Example: “We believe in collaborative research for maximizing impact.” |
| Actionable | We provide practical, science-backed advice for Georgians to put into action. | ✔ Portray CAES as an active partner providing measurable value and practical science with daily significance. Example: “UGA Extension is in all 159 counties, ready to educate, inspire and improve life for all 10.8 million Georgians.” | ✘ Avoid language that centers technical complexity at the expense of clarity and usability. Don’t just describe the research; show what it does. Example: “Our faculty conduct specialized research published in peer-reviewed journals, advancing scholarly discourse.” |
| Driven | We are results-oriented and determined to provide world-class instruction, research and Extension outreach. | ✔ Show how CAES is energized by its mission and grounded in service. Use language that reflects hard work, dedication and results. Example: “In the lab and in the field, CAES faculty and staff are working to advance agricultural and environmental sciences across Georgia and beyond.” | ✘ Don’t present CAES as overly competitive or all-knowing, and avoid positioning CAES at odds with other organizations or institutions. Example: “CAES research is the gold standard — others simply follow.” |
Brand personality
A brand personality is the set of human traits that are attributed to a brand — essentially, it’s how your brand would come across if it were a person. It helps shape how people feel about your organization, beyond what you do or provide.
We take our work seriously — because the stakes are high.
Advancing knowledge that improves agriculture, the environment, and the well-being of communities demands rigor, focus and an unwavering commitment to excellence. Whether we’re conducting groundbreaking research or preparing students to lead in complex, evolving industries, our mission is clear.
Great science doesn’t happen in isolation.
Collaboration — across disciplines, with industry partners and among colleagues — is essential. We value mentorship, open exchange and strong relationships that ensure our discoveries have real-world impact.
We are educators, researchers, and thought leaders.
Driven by curiosity and grounded in purpose, we invest in the work today that will shape a better future. We know that innovation requires both critical thinking and creativity, and we make space for both.
Key messaging examples
- When it comes to poultry, the world looks to Georgia. When it comes to supporting the poultry industry, Georgia looks to us.
- Our impact is felt across 159 countries, 50 states and five continents.
- From farms and labs to med school and the halls of government, there’s no shortage of places your CAES education can take you.
EXTENSION STYLE GUIDE
Brand narrative
The brand narrative is a concise expression of the overall brand story that relates to a specific area of CAES, in this case, Extension. It explores themes and ideas that pertain to Extension’s approach to service.
At UGA Extension, we believe that knowledge grows stronger when it’s shared. For over a century, Georgians have turned to us — not just as experts, but as neighbors they can count on. We meet people where they are — on farms, in schools, at community centers, and around kitchen tables — offering trusted, practical solutions that make everyday life better. Whether it’s improving crop yields, helping families make healthier choices, or supporting local businesses, our focus is always the same: helping Georgia thrive.
With deep roots in every one of the state’s 159 counties, we’re here to listen, to solve, and to serve. Our sleeves are rolled up, and our commitment is strong — to build a more resilient, more prosperous Georgia, for today and for generations to come.
Brand tone
Tone words help shape our voice. They help determine the type of language we use and how it will sound to our audience. How we employ these words will vary by audience, context, medium and objectives.
| Brand Tone | Overview | Dos | Don’ts |
|---|---|---|---|
| Neighborly | UGA Extension is the most approachable connection to the university. | ✔ Use a tone that’s warm, respectful, and genuinely helpful — like someone you’d trust to lend a hand. Example: “We’re here when you need us—whether you’re planting your first garden or managing hundreds of acres.” | ✘ Avoid language that feels distant, overly technical or self-congratulatory. Don’t talk at people or make assumptions. Example: “Our advanced agricultural programs are unmatched and should be utilized immediately.” |
| Empowering | UGA Extension serves people by listening to challenges and providing the answers that empower them to live a better life. | ✔ Use language that uplifts others, reinforces collaboration and builds confidence. Empowerment means helping people believe they can — with support, not superiority. Example: “We believe knowledge should be useful, accessible, and shared — that’s how communities grow stronger.” | ✘ Avoid language that assumes you know better, downplays local knowledge or positions Extension as the sole authority. Empowerment is about partnership. Example: “We know what’s best for your farm and can show you the right way to operate.” |
| Reliable | For over a century, UGA Extension has served communities with issues-based resources at little or no cost. | ✔ Communicate trust, consistency and follow-through. Speak with clarity and quiet confidence. Example: “We stand by our research and the communities we serve. When you call, we’re ready to help.” | ✘ Don’t overpromise or imply superiority or perfection. Example: “Unlike other sources, our information is always correct.” |
| Science-driven | UGA Extension learns from its community partners, providing advice backed by university research that is specific to Georgians. | ✔ Be sensible, intelligent and reasonable. Show how we are purpose-driven and willing to listen and learn. Example: “ | ✘ Don’t be too enlightened or self-absorbed with knowledge. Don’t be overly sophisticated or talk down to our audience. Example: “ |
| Essential | From youth education to propelling industry advances, UGA Extension is critical to our communities. | ✔ Speak with clarity and care, showing that the work matters — not just in theory, but in people’s daily lives. Example: “From educating youth through 4-H to supporting farmers and families, UGA Extension is woven into the fabric of Georgia’s communities.” | ✘ Avoid language that sounds like UGA Extension is the only right way or that dismisses the efforts of others. “Essential” should feel indispensable, not inflexible. Example: “We know what Georgia communities need better than anyone else.” |
| Engaged | UGA Extension professionals make a difference through hands-on involvement — work rooted in real relationships and shared progress. | ✔ Show sincere interest, curiosity and commitment. Display passion for gaining and sharing knowledge. Example: “We don’t just show up—we stay, listen, and work alongside communities to find solutions that last.” | ✘ Avoid language that feels performative, overly promotional or impersonal. Example: “No matter your question, we’ll respond immediately and get you what you need!” |
Brand personality
A brand personality is the set of human traits that are attributed to a brand — essentially, it’s how your brand would come across if it were a person. It helps shape how people feel about your organization, beyond what you do or provide.
At UGA Extension, we don’t just deliver information; we make a lasting difference. With a presence in all 159 counties, we’re neighbors, educators, and trusted partners. When Georgians have questions — about farming, health, home or business — they know they can turn to us for practical, research-based answers they can trust.
Our roots run deep in every community, and our connection to the University of Georgia keeps us grounded in the latest science and discovery. Georgia is our living laboratory, where we listen, learn, and lead alongside the people we serve.
We’re here to grow minds through 4-H, support families, strengthen local economies and help agriculture evolve with the future. Whether it’s one conversation or 1 million lives, we’re proud of the work we do — and honored to do it every day, across every corner of the state.
Key messaging examples
- Georgia has questions. UGA Extension has answers.
- Our face-to-face, heart-to-heart conversations grow lives and businesses.
- Georgia 4-H builds life skills that help children go far.
EOO Statements
Overview
The University of Georgia Extension operates according to policies established by federal, state and local governments, University of Georgia, and UGA Extension Administration. Policies related to proper language and statements regarding public notification and equal access must be considered when preparing UGA Extension documents.
Below are statements utilized by the College of Agriculture and Environmental Sciences. The first statement below must be included in all marketing materials with the purpose of promoting a program or event to the general public in both paper and digital format.
The short statement must be used on all standard marketing materials like flyers, newsletters, ads, pubs, informal pieces, digital announcements, etc. ‐‐ think items are informational in nature and that tend to have a shorter shelf life or get tossed aside more easily.
The long statement is to be used on items that have a longer shelf life or are educational and less marketing‐oriented ‐‐ think CloverLeaf, Ag Forecast books, Southscapes, for‐sale publications, etc. And then there is a separate statement for Extension numbered publications.
Accommodation statement for all public events and programs
Please use the following on all materials promoting an educational program or event
University of Georgia is an Equal Opportunity Institution. If you need reasonable accommodation or language access services, contact the ____________ County Extension office [or substitute your department or unit name] at (phone number and email address), at least three weeks prior to the program date.
This statement must be the same size and font as the general text of the announcement.
Short statement
An Equal Opportunity Institution.
The short statement must be used on all standard marketing materials like flyers, newsletters, ads, informal pieces, digital announcements, etc. — think items that tend to have a shorter shelf life or get tossed aside more easily.
Long statement
The University of Georgia College of Agricultural and Environmental Sciences (working cooperatively with Fort Valley State University, the U.S. Department of Agriculture, and the counties of Georgia) offers its educational programs, assistance, and materials to all people without regard to age, color, disability, genetic information, national origin, race, religion, sex, or veteran status, and is an Equal Opportunity Institution.
The long statement is to be used on items that have a longer shelf life or are educational and less marketing‐oriented — think CloverLeaf, Ag Forecast books, for‐sale publications, etc. There is a separate statement for Extension numbered publications.
For Extension publications
Published by University of Georgia Cooperative Extension. For more information or guidance, contact your local Extension office. The University of Georgia College of Agricultural and Environmental Sciences (working cooperatively with Fort Valley State University, the U.S. Department of Agriculture, and the counties of Georgia) offers its educational programs, assistance, and materials to all people without regard to age, color, disability, genetic information, national origin, race, religion, sex, or veteran status, and is an Equal Opportunity Institution.
(Revised May 2025)
Additional Resources
Grammarly is a helpful digital writing plugin that checks spelling, grammar, punctuation and writing clarity in real time. It can improve the professionalism and readability of emails, reports and other written communications by offering suggestions for word choice and tone. For CAES faculty and staff, we recommend Grammarly as a simple way to ensure messages are polished and clear.
Below is a link to the UGA Institutional style guide, where you can find university-level guidance on specific subject matter.