University Bulletin: a guide to making communications work for staff

Content

• Each item should be no more than 50 words (excluding the title). Write in the active voice and avoid long or run-on sentences.

• We recommend short content with a click-through link to more information or a specific call to action.

• Ensure that the main message is clear early on. Staff have shared feedback that they do not have time to read through every article.

• You can use the button feature (which can be added to the end of your copy) to add your call-to-action text to save space. Examples of buttons can be seen in past Bulletin issues.

• Include a short, informative title. If referencing an initiative with a long name, use an acronym only if it is widely recognised or prioritise the most important part of the communication. Spell out the acronym in the copy.

• Make sure you include ‘Who, What, When, Where and Why’ as a priority.

• Use audience-friendly language, avoiding technical jargon or overly complicated and descriptive sentence structure.

• Avoid jargon and marketing spin such as ‘This initiative/programme is an excellent solution by the University and could improve your working life significantly'.

• Consider using tools such as Grammarly and ChatGPT to sense check your work and ensure it’s easy to read.

• Include a link where readers can find more information if possible. This will also allow you to receive quantitative data on how many readers clicked for further information. Including a contact address on any linked webpage will enable you to receive qualitative feedback from staff.

Photos

• Use high-quality images that are specific to your initiative or programme, and avoid generic visuals. 

• Ensure anyone featured has given consent, and avoid identifiable individuals or staff photos in content on sensitive topics (eg harassment training or pay). 

• Where possible, share both square and landscape versions of logos or banners, provide names for group photos, and credit any images not from the University Image Library.

• If you are submitting a banner image, we also request that you share a portrait or square image in case we don’t use your item as a banner item or featured item. 

• If you’re unable to find a photo, you can search for free images on the image library, Upsplash or free stock photo sites. You are also welcome to find a photo on Getty Images for use with your item and send us a link.

• Once your item has been submitted, we will work with you to refine the copy. However, if more than two rounds of edits are required, the item may be postponed to a future edition. If timely resubmission is not possible, the Internal Communications team will make the final editorial decision while keeping you informed.
• Due to limited space, we will no longer include multiple reminders for the same activity or event. Please ensure that you reach out to us in advance to discuss how, if and when we can include a reminder if you are depending on Bulletin as the primary channel for communication.

Feedback from staff, gathered through surveys and focus groups, indicate that staff want to hear from a broad range of voices about issues, initiatives and experiences across the University. Blogs are published on the Staff Gateway on the day of Bulletin distribution. 

Objectives

• Reflect the work, experiences and voices of a wide range of staff across the University.
• Offer insights into the workings of the University, with a focus on issues of strategic and/or topical relevance.
• Offer a warm and engaging tone that helps strengthen connection and community across the University.

• Main body of text as a word document or shared document

• A short introduction or summary of the blog, mentioning the job title of the writer(s) (up to 50 words).

• A good-quality portrait or head-and-shoulders photo of the writer, along with any relevant photos or graphics

• Two to four bullet points listing the main points of the blog, to be added to the top of each blog; staff feedback shows that this makes it easier for staff to read. Please see Vice-Chancellor’s Council Update: 23 June meeting | Staff Gateway for an example.

Long read articles are articles that usually appear towards the end of Bulletins, which is statistically among the most-read sections of the newsletter. These are long-form pieces that are also published on the Staff Gateway. They differ from blogs in their objectives, which are to:

• drive engagement by selecting topics that may not be highlighted elsewhere and that insight indicates staff want to hear more about,
• spark interest through storytelling, strong intros, interesting formats and accessible framing of the topic, and
• complement Bulletin content by offering deeper insight into themes touched on in short items.

Please send copy to university.bulletin@admin.ox.ac.uk (or to your comms lead if you work in the UAS), approved by the relevant person in your department, by 4pm on the Wednesday the week before Bulletin is distributed (usually a Monday).

Declining a submission and escalation of concerns:

A submission may be declined for several reasons. If unhappy with a decision made by the Bulletin editor, UAS colleagues can escalate their concern to the Head of Communications and Engagement first, followed by the Head of Internal Communications and, if needed, to the Director of Public Affairs and Communications.