Writing tips

Maintaining style consistency in RSNA’s messages is of the utmost importance as we communicate with our membership and customers throughout the specialty.

In general, the Marketing and PI&C teams will defer to the AP Stylebook as the authority for all marketing communications materials. RSNA departments, Program Services and Publications use the Scientific Style and Format. 

Review the Style Guide for other noted exceptions.

Key questions to ask when developing content

  • Is the content empowering, inspiring and credible? 
    • Not every piece of content needs to be all three, all the time. For example: Instructions don’t necessarily need to be inspiring, but they do need to be credible and empower the user to take action.
  • Does the content positively impact the member’s work life? 
    • How will this information improve radiologists’ job performance or satisfaction? If it’s not potentially helpful, why are we including it? Exceptions: Legally required language such as CME disclosures.
  • Is the information presented in the most efficient, clear way? 
    • Are we using best practices for writing? Is there a simpler way to say something?
  • Is the content created for the intended end-user? 
    • Is this content primarily serving our audience’s needs or is it addressing the needs of an internal stakeholder SME, department, committee or vendor? While we may not be able to eliminate everything not for the end-user, we can always strive to be more user-focused.

Quick tips

  • Write in active voice whenever possible. 
  • Use contractions that sound natural when spoken out loud. For example, it’s, don’t, you’re, doesn’t, shouldn’t, etc. Avoid awkward contractions, such as this’ll, would’ve, who’ve, etc.
  • Use we/our/us when referring to RSNA and you/your when speaking to the user.  
  • Use exclamation points sparingly. 
  • Use imperatives over permissive language (“Read Radiology.” Not: “You can read Radiology.”) 
  • Create action-led buttons and links, when possible. For example, “View Your Subscription” versus “Subscription.”
  • Do not use a serial comma unless necessary
  • Use RSNA and Society on second reference, not “the RSNA.”
  • Express value and functionality of products without overselling or resorting to superlatives.