pdf - Marketing

UASTYLEGUIDE
ThisguidewascreatedtohelpmaintainconsistencyacrossUAcommunications,bothinprintandonline.Mostofthese
guidelinescomplywiththestylesetforthintheAssociatedPressStylebook.Forguidanceonusagesnotaddressedhere,
pleaseconsulttheAPStylebook.
abbreviationsandacronyms
Withfewexceptions,abbreviationsandacronymsarenotacceptableintext,especiallyonfirstreference.Acronymsand
abbreviationsshouldbeavoidedunlesstheyarecommonlyknown(suchasNASA,FBI,CIAandGOP).Donotplace
acronymsorabbreviationsinparenthesesimmediatelyafteranorganization'sfullname.Iftheacronymorabbreviationis
easilyrecognized,thisshouldn'tbenecessary.Ifit'snoteasilyrecognized,itshouldn'tbeused.Forexample:The
abbreviationfortheMelandEnidZuckermanCollegeofPublicHealthisMEZCOPH.Fortheaveragereader,it'seasierto
read"thecollege"thantheseven-letterabbreviation.ConsulttheAPStylebookforexceptionsregardingabbreviations,
suchasdates,addressesandtitles.Whenthecontextrequiresflexibilityfordesignandlayoutpurposes(i.e.,amarketing
piece),youmaychoosetoomitperiodsafterlettersforabbreviationsmadeupofallcapitalletters(e.g.,BC,AD,US,NJ,
PhD,CD-ROM).Thechiefexceptioncontinuestobeinitialsusedforpersonalnames(e.g.,J.K.Rowling).
addresses
Avenue,boulevardandstreetshouldbeabbreviatedtoAve.,Blvd.andSt.onlywhenusedwithanumberedaddress,such
as1501N.CampbellAve.Allothers(road,circle,lane,etc.)shouldalwaysbespelledout.ForstreetslikeFirstAvenue,
alwaysspelloutFirstthroughNinth.For10thandabove,usefiguresandavoidsuperscript.Abbreviatecompasspointsin
numberedaddresses:1111N.CherryAve.
adviser
Onlyuse"advisor"informaltitles:"MyadviserjusttoldmethatIneedtospeakwithSeniorAcademicAdvisorMaria
Peters."
alumnus
Usealumnusforamanandalumnaforawoman.Alumniisusedtorefertotwoormoremenoragroupofmenand
women.Thepluralforalumnaisalumnae.Note:Onecanbeconsideredanalumnusoralumnawithoutcompletinga
degree.Avoidtheterm"alum."
ampersand
Useanampersandwhenitispartofaformalnameortitle.Avoidusingasasubstitutefor"and,"unlessspaceisvery
limitedinadesignlayoutorwhenitisbeingusedtocreatequickimpactasinaheadline.
apostrophe
Whenusingcurlyquotationmarks(asopposedtostraightquotationmarks),apostrophesshouldalwayscurldownandto
theleft:Shewasborntorockin'parentsinthe'60s.
ArizonaBoardofRegents
Capitalizeregentonlywhenitappearsinatitlebeforeaname:"RegentJoeSmithproposedanincreaseintuition."The
boardisacollectivenounandtakessingularverbs:"TheArizonaBoardofRegentsismeetinginFlagstaff."Whenreferring
totwoormoreregents,capitalizeregentifthetitleisusedwithfullnames.Example:RegentsTomJonesandJaneSmith.
ArizonaNOW
TheUniversityofArizona'sfundraisingcampaignthatcreatesopportunitiesforstudents,faculty,researchersandthe
entireUAcommunitytoexcel.Formoreinformation,visitarizonanow.org.
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artworksandpublicationtitles
Titlesofpaintings,installationsandexhibitsshouldbeinquotesinnewscommunications.Titlesofsculpturesshouldnot.
Inothercases,adesignedpieceorspacelimitationsmaydictateotherwise.Forinstance,inanadvertisement,
infographic,etc.,eitheritalicizedtitlesornotitletreatmentmaybepreferred.
awards
Namesofawardsarecapitalized,butmanytermsusedwiththemarenotpartoftheofficialnameandshouldnotbe
capitalized(GuggenheimFellowshipbutGuggenheimgrant,NationalMeritscholarships,NobelPrizeinphysics,Nobel
PeacePrize).
BannerHealth
HeadquarteredinArizona,BannerHealthisoneofthelargestnonprofithealthcaresystemsinthecountry.Thesystem
ownsandoperates29acute-carehospitals,BannerHealthNetwork,Banner–UniversityMedicine,Banner–University
MedicalGroup,long-termcarecenters,outpatientsurgerycentersandanarrayofotherservices,includingfamilyclinics,
homecareandhospiceservices,pharmaciesandanursingregistry.BannerHealthisinsevenstates:Alaska,Arizona,
California,Colorado,Nebraska,NevadaandWyoming.WhenreferringtoBannerentities,useanendashafterBanner
exceptasnotedbelow.
BannerChildren'satDiamondChildren'sMedicalCenter
DiamondChildren'sisacceptableonsecondreference.
Banner–UniversityMedicine
WithlocationsinTucson(MainandSouthCampus)andPhoenix,thisacademicmedicalnetworkwascreatedthroughthe
partnershipofBannerHealthandtheUA.BannerUniversityMedicineservesastheprimaryclinicalpartnerfortheUA
HealthSciences.
Banner–UniversityMedicalGroup
ThisisthepracticeplanmadeupofCollegeofMedicinephysicians.
Banner–UniversityMedicalCenterPhoenix(Banner–UMCPhoenix)
Banner–UniversityMedicalCenterSouth(Banner–UMCSouth)
Thisnamereferstothehospitalandclinicsat2800E.AjoWayinTucson,formerlycalledTheUniversityofArizona
MedicalCenter–SouthCampus.
Banner–UniversityMedicalCenterTucson(Banner–UMCTucson)
Thisnamereferstothehospitalat1501N.CampbellAve.,formerlycalledTheUniversityofArizonaMedicalCenter–
UniversityCampus.
Biosphere2
DonotuseBiosphereII,B2orBIO2.
buildings
Spelloutandcapitalizeabuilding'snameonfirstreference.Donotabbreviatewordslikecenter,administration,building,
university,library,college,etc.Notallbuildingshavetheword"building"intheirnames.RefertotheUAbuilding
directorytocheck(http://directory.arizona.edu/buildings).
CampusRecreation
ThenameoftheunitthatoperatestheStudentRecreationCenter.
CatCard
TheofficialUniversityofArizonaidentificationcard.
CatTran
TheUAParkingandTransportationServicescampusshuttleservice.Twowords.
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cellphone,smartphone
college,department,program,school
Use"theCollegeofNursing"or"thenursingcollege."Whenseveralcollegesarementioned,it's"thecollegesofmedicine,
nursingandfinearts."Thesameruleappliestoschools.
Theworddepartmentiscapitalizedinformationssuchas"DepartmentofHistory."Itisnotcapitalizedwhenthe
formationis"thehistorydepartment."Theexceptionisanydepartmentwithawordthatisalwayscapitalized,suchasthe
Englishdepartment.
Programnamesarecapitalized,asaregraduateprogramsofstudy,suchastheRaceTrackIndustryProgram.Notall
programsusetheword"program"intheirofficialnames.
Majorsandminorsarenotcapitalizedunlessthemajor/minornameisapropernoun(English,Spanish,etc.).
ForanofficiallistofUniversityofArizonacolleges,centers,departmentsandschools,academicandnonacademic,seethe
onlinedirectoryatdirectory.arizona.edu.
colon
Whenacolonprecedesalist,thenextwordshouldnotbecapitalizedunlessitisapropernounoristhebeginningofa
completesentence.Theitemsinthelistshouldbeseparatedbycommas.
• Thecolorchoicesare:burntsienna,lavendersunsetandblushingblue.
• Therewasonlyoneproblemtoconsider:Shehatedallthechoices.
• Hehadagoodreasonfornotcaring:colorblindness.
comma,semicolon
FollowtheguidelinesintheGuidetoPunctuationintheAPStylebook.Usecommastoseparateitemsinaseriesbutdo
notplaceacommabeforetheconjunction(and,or).Whentheitemsarecomplex(e.g.,containmultiplewords)andusing
acommabeforetheconjunctionmakesthesentenceclearer,itisacceptabletodoso.Whentheitemsintheserieshave
materialthatneedstobesetoffbycommas,usesemicolonstoseparatetheitemsandbeforetheconjunction.Whena
semicolonisusedwithinasentence,bothpartsofthesentencemustbecompletesentences.Includetheuseoftheserial
commatoseparatewords,phrasesandclausesinaserieswhenitenhancesclarity.
• Wouldyouliketoeatanapple,anorangeorabanana?
• Whenconsideringprospectivestudents,it'simportanttoconsiderhowwelltheydidinhighschool,howtheir
studiespreparedthemforhighschool,andthecollegeadmissionrequirements.
• ThepanelistswereJohnSmith,professorofEnglish;MariaGomez,professorofsurgery;andMartyZimmerman,
professorofhumanities.
• Hewantedtogettothemeetingearly;hisissuewasthefirstitemontheagenda.
compositiontitles
Capitalizetheprincipalwords,includingprepositionsandconjunctionsoffourormoreletters.Capitalizeanarticle(a,an,
the)orwordsoffewerthanfourlettersiftheyarethefirstorlastwordinatitle.Usequotationmarksexceptforthe
Bible,newspapers,magazines,mostreferencematerialandjournals.Attimes,italicizedtitlesornotitletreatmentmay
bepreferred,especiallywhenadesignedpieceorspacelimitationsdictateotherwise.TranslateaforeigntitleintoEnglish
unlessknowntotheaudiencebyitsforeignname:"OfMiceandMen,""TheOldManandtheSea,"Rousseau's"War"(not
"Guerre"),"MonaLisa,""Tootsie,"the"CBSEveningNews,"theArizonaDailyStar,U.S.News&WorldReport.
coursetitles
Whentheformatisthesubjectandcoursenumber,useArabicnumeralsandcapitalizethesubject:History101.Ifusinga
descriptivetitle,followthestyleusedinthecoursecatalog:IntroductiontoAmericanHistory.
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dates
Alwaysspelloutthedaysoftheweek.Abbreviatemonthsonlywhenaspecificdateisused,suchasNov.28.Never
abbreviateMarch,April,May,JuneorJuly.Whenreferringtoamonthinaspecificyear,butnotaspecificdate,always
spelloutthemonthanddonotseparatewithacomma:July1977.Thereisnoneedtoincludetheyearifthereferenceis
tothecurrentyearornotusingitwouldcauseconfusion.
Whenaspecificdateisusedwithayear,theyearshouldbesetoffbycommas:ThediscoverywasmadeonJune15,
2016,andhasforeverchangedthewaywemeasureresults.Whenusingspecificdates,useonlythenumeral.Itshouldbe
"June20"–not"June20th"–unlessthemonthanddatearenotcontiguous."Shewilltravelonthe20thofJune."
decades
Add"s"tomakeplurals:the1960s.Whenshortened,anapostrophestandsinplaceofomittednumerals:the'60s.
degrees
Whenincludingaperson'sacademicdegrees,itispreferredtouseaphrase,suchas:Shehasadoctorateinchemistry.If
abbreviationsmustbeused,theyare:B.A.,B.S.,M.D.,M.P.H.,Ph.D.,J.D.,M.A.,M.S.,MBA.Ifdesignandreadabilityof
marketingmaterialsrequireflexibility,youmayopttonotuseperiods:BA,BS,MD,MPH,PhD,JD,MA,MS,MBA.When
usedafteraname,theabbreviationissetoffbycommas:MarySmith,MBA,gavethepresentation.Avoidusing
abbreviationsforfellowshipsorcertificationsafternames.
• BachelorofArts,BachelorofScience(no"degree")
• bachelor'sdegreeinhistory
• doctoraldegree
• doctorate(no"degree")
• DoctorofMedicine
• JurisDoctor
• MasterofArts,MasterofScience(no"degree")
• master'sdegreeinchemistry
Dr.
Avoidusinginnewscommunicationsexceptinfirstreferencestophysicians.Inotheruses,acceptableforphysiciansand
thoseholdingdoctorates.
ellipsis
Useanellipsistoindicatethattexthasbeenomitted.Donotstartorendaquotewithanellipsis.Thereshouldbeaspace
beforeandaftertheellipsis.Avoidusingellipsesunlessnecessary.Example:Aspeakermightuseextraneouswordsthat
detractfromthecontentoftheirremarks.
Fullquote:InmymanyyearsattheUAasastudentandemployeeand,well,bythatImeanalltheyearsIspentasan
undergraduateandgradstudent,andthenmyfirstjobhere,IhavebeenahugefanoftheWildcats.
Condensed:InmymanyyearsattheUAasastudentandemployee...IhavebeenahugefanoftheWildcats.
email
emeritus
Thiswordisusedwithformaltitlestoindicatearetiredprofessororadministrator,maleorfemale,whoservedfora
substantialperiodoftime.TheArizonaBoardofRegentsconfersthetitleonuniversitypresidents,whileuniversity
presidentsconferthetitleonfacultymembers.
Thewordfollowsthetitle:UniversityofArizonaPresidentEmeritusPeterLikinswillspeakatthedinner.Whentheword
appearsafterthename,itislowercase:DonaldW.Carson,professoremeritusofjournalism,spokeatthedinner.Thetitle
ofprofessoriscapitalizedwhencombinedwithemeritusbeforeaname:SheaskedProfessorEmeritusStuartHameroffto
submitaletteronherbehalf.Avoidconstructionsusingemeriti,thepluralformoftheword.
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endowedchairs
Aperson"holds"anendowedchair.Thefullnameoftheendowedchairshouldbecapitalizedregardlessofwhetherit
appearsbeforeorafterthenameofthepersonwhoholdsit.Example:CarolBarnesholdstheEvelynF.McKnight
EndowedChairforLearningandMemoryinAging.
freshman
Afreshmanisastudentinhisorherfirstyearofcollege.Italsocanbeusedasanadjective,denotingsomething
pertainingtothefirstyear:afreshman-levelcourse.Theplural,freshmen,isusedonlywhenreferringtotwoormore
studentsintheirfirstyearofcollege.
fundraiser,fundraising
gradepointaverage
GPAisacceptableforallreferences.Whenreferringtolettergradesintext,quotemarksarenotnecessary.Examples:She
earnedaBintheclass.HisreportcardincludedthreeA'sandoneB.
healthcare
Twowordsinalluses.
historicalperiods
Capitalizethenamesofwidelyrecognizedperiods,suchastheDarkAgesandtheMesozoicEra.Lowercasecenturyeven
whenreferringtoaspecificcentury:the18thcentury.
honors
AlwayslowercaseunlessreferringtotheHonorsCollege.
• Sheisanhonorsstudent.
• Shegraduatedwithhonors.
• Sheistakinghonorsclasses.
hyphen
Notneededbetweenanadverbendingin-lyanditsadjective:nationallyknownprogram.Insertahyphenincompound
modifiersbeginningwith"well":Sheisawell-informedwoman.Insertahypheninwordsbeginningwiththeprefix"self":
self-assured,self-defense,etc.
internetterms
• email
• homepage
• internet
• website,webcam,webcast,webfeed,webmaster,webpage
• webaddress,webbrowser
• Forwebaddresses,usehttp://inaddressesthatdonotusewww.
• Onamarketingpiece,youmaychoosetoomitthehttp://orwwwinthedisplayforspaceanddesign
purposes,unlesstheURLwillnotworkwithoutthese.
mountains
TheAPStylebookadvisesspellingout"mount"inalluses,includingthenamesofmountainsandcommunities.Forofficial
namesoforganizations,defertopreferredspelling.Example:TheUA'sMt.LemmonSkyCenterislocatedatopMount
Lemmon.
Otherregionalmountainranges:MountGraham,SantaCatalinaMountains,SantaRitaMountains,RinconMountains,
TucsonMountains,TortolitaMountains.
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NeverSettle
ThisisthenameoftheUA'sstrategicplan,whichPresidentAnnWeaverHartlaunchedinNovember2013.Itsfullnameis
theNeverSettleStrategicAcademicandBusinessPlan.Formoreinformation,visitneversettle.arizona.edu.
OldMain
100%Engagement
ThisisthenameoftheUAinitiativetoensurethatallstudentshaveanopportunitytopursuetheirpurposebytryingona
varietyofcareersandexperiences,practicingguidedreflectionwithamentor,andearningofficiallynotedEngagement
Experienceontheirtranscriptsbeforetheygraduate.
postdoctoral,postgraduate
propernames
Whenreferringtoabuildingorplaceonsecondreference,donotcapitalizethecommonnoun.CentennialHallbecomes
"thehall,"HarvillAuditoriumbecomes"theauditorium"andArizonaStadiumbecomes"thestadium."Inpluraluses,
lowercasethecommonnoun:PimaandMaricopacounties.
seasons,semesters
Alwayslowercase:fallsemester,springbreak,winterclosure.
SouthernArizona,Southwest
statenames
Spelloutthenamesofstateswhenusedinthebodyofastoryornewsrelease.AbbreviateArizonatoAriz.whenusedin
datelines.Acommashouldbeplacedbeforeandafterthestatenameunlessitendsthesentence:Shewasbornin
Prescott,Arizona,in1926.
student-athlete
Alwayshyphenate.
TechLaunchArizona
TechLaunchArizonaistheUA'scommercializationunit.TechParksArizonaispartofTechLaunchArizona.TLAis
acceptableonsecondreference.
telephonenumbers
Useahyphenaftertheareacode:602-555-1212.Extensionsareseparatedwithacomma:602-555-1212,ext.3.Donot
include1beforetoll-freenumberswithintheU.S.Fortheemergencytelephonenumber,use911,not9-1-1.
theater
Usethisspellingunlessthepropernameusestheatre,suchastheSchoolofTheatre,FilmandTelevision,theMarroney
Theatre,theStevieEllerDanceTheatre,etc.
timeofday
Separatehoursfromminuteswithacolonanduseperiodswitha.m.andp.m.Donotusezeroesforexacthours."The
movieisbeingshownat11a.m.and1:30p.m."Forrangesoftime,separatewithahyphen:1-3p.m.,5a.m.-7p.m.
title/titled/entitled
Atitleisthenameofsomething.Entitledmeanshavingarighttodosomethingorhavesomething.
• Thebookistitled"TheThirdHalf."
• Sheisentitledtohalfoftheroyalties.
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titles
Capitalizeandspelloutformaltitleswhentheyprecedeaname;uselowercaseelsewhere.Donotabbreviatevice
president,professor,associate,assistant,etc.
Fortitlesthatcomeafteraname,uselowercaseandseparatewithacomma:AnnWeaverHart,presidentofthe
UniversityofArizona,gavethekeynoteaddress.
Innon-newscommunications,usecourtesytitlesatyourdiscretiondependingonthecontext.Forexample,youmightuse
courtesytitles(Mr.,Miss,etc.)inamarketingprogramfeaturingagroupofprofessorswhereonedoesnothavea
doctoraldegree.Dousecourtesytitleshowever,ifpartofadirectquotation.
Professoriscapitalizedonlywhenitbeginsasentenceorwhenitisusedinadirectquotation:ProfessorJohnJones
presentedtheawardtoprofessorJaneValdezatthedepartment'sannualdinner.
Regents'ProfessorandUniversityDistinguishedProfessorarealwayscapitalized:ToniM.MassaroisaRegents'Professor
ofLaw.JerroldE.Hogle,aUniversityDistinguishedProfessorofEnglish,willspeakatnoon.
Whenapersonholdsmultipletitles,usethemostrelevanttitleonfirstreferenceand,ifnecessary,providetheothers
laterinthetext.
Ifapersonholdsatitleonatemporarybasis,onlytheactualtitleiscapitalized."ThestudentmentionedinterimCustodial
ServicesDirectorIkeLean."
Othertitles:
• Gov.DougDucey
• MayorJonathanRothschild
• U.S.Sen.JohnMcCain,R-Ariz.
• stateRep.MacarioSaldate,D-Tucson
Tucson,Arizona
It'scityofTucsonandstateofArizona,notCityofTucsonorStateofArizona.
UAbrandcampaigntagline
Whenwritingthistagline,stackthelineswithoutpunctuation:
BIGGERQUESTIONS
BETTERANSWERS
BEARDOWN
Whenspaceislimited,thisformationcanbeused:
BIGGERQUESTIONS.BETTERANSWERS.
BEARDOWN
UAMall
UANetID
TheofficialpersonalidentifierforUniversityofArizonafaculty,staffandstudents.YourNetIDpermitssecureaccesstoa
varietyofapplicationsandservicesattheUAusingasinglesign-on(oneusernameandonepassword)system.
UAPresents
Theentitythatbringsworld-renownedartiststoTucsonwithperformancesoftenheldattheUA'sCentennialHall.
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UniversityofArizona
Innewscommunicationsandotherwrittencommunicationsintendedforanexternalaudience,itis"theUniversityof
Arizona"onfirstreferenceand"theuniversity"onsecondreference.Whenthenamestandsaloneintext—suchasin
titles,headingsorwebsitefooters—itis"TheUniversityofArizona."
Thenamecanbeabbreviatedto"UA"onsecondreference,butnever"theUofA"(unlessthephraseappearsinadirect
quotation).Becarefultonotewhen"the"isneeded.Ifyou'renotsurewhichformtouse,tryreadingthesentencewith
thefullnametoseewhichsoundscorrect.
Incorrect:AtUniversityofArizona,webelieveinourland-grantmission.
Correct:AttheUA,webelieveinourland-grantmission.
Incorrect:AlltheUniversityofArizonaemployeesareinvitedtoattend.
Correct:AllUAemployeesareinvitedtoattend.
UniversityofArizonaFoundation
TheUniversityofArizonaFoundationisanonprofitcorporationdedicatedtoadvancingtheUAandmanagingArizona
NOW,theUA'scomprehensive$1.5billionfundraisingcampaign.Stewardinganexistingassetbaseofmorethan$850
million,theUAFoundationhashelpedgeneratenearly$3billioninprivatefundingtosupporttheuniversity.TheUA
Foundationisacceptableonsecondreference.
UniversityofArizonaHealthSciences
UAHSisacceptableonsecondreference.UAHScomprisesthefollowingentities:
• CollegeofMedicine–Tucson
• CollegeofMedicine–Phoenix
• CollegeofNursing
• CollegeofPharmacy
• MelandEnidZuckermanCollegeofPublicHealth
• BannerChildren'satDiamondChildren'sMedicalCenter
• Banner–UniversityMedicalCenterPhoenix(Banner–UMCPhoenix)
• Banner–UniversityMedicalCenterTucson(Banner–UMCTucson)
• Banner–UniversityMedicalCenterSouth(Banner–UMCSouth)
• Banner–UniversityMedicalGroup(ThisisthepracticeplanmadeupofCOMfacultyphysicians.)
• UniversityofArizonaCancerCenter
UniversityofArizonaNorthValley
ThisistheUA'sParadiseValleycampus.UANVonsecondreference.
UniversityofArizonaSouth
ThisistheUA'sSierraVistacampus.UASouthonsecondreference.
UniversityofCalifornia
Thecampuslocationshouldbeseparatedwithcommas:"TheUniversityofCalifornia,SantaCruz,isoneoftheschoolsshe
turneddown."
WilburWildcat,WilmaWildcat
Wildcatisthiscouple'slastname.TheirmiddlenamesareThebutisshortenedtoaninitial(WilburT.WildcatandWilma
T.Wildcat).TheyarenotWilburtheWildcatandWilmatheWildcat.
ZonaZoo
Thisistheofficialstudentsectionandstudent-ticketingprogramforUniversityofArizonaAthletics.=
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PreferredSpellings
• "A"Mountain
• AfricanAmericanStudentAffairs(nohyphen)
• BIO5Institute
• Biosphere2
• AdalbertoandAnaGuerreroStudentCenter(formerlyChicano/HispanoStudentAffairs)
• DuValAuditorium
• NativeAmericanStudentAffairs
• StudentUnionMemorialCenter
• UniversityofArizonaBookStores,theUABookStoreattheStudentUnionMemorialCenter,theUABookStoreat
theParkStudentUnion.Onsecondreference,"bookstore"iscorrect.
OtherResourcesforCommunicationsProfessionals
TheAssociatedPressStylebook
AvailableatUABookStores
BuildingDirectory
directory.arizona.edu/buildings
UABrand
brand.arizona.edu
U.S.BoardonGeographicNames
geonames.usgs.gov/domestic/index.html
"WoeIsI"byPatriciaT.O'Conner
AvailableatUABookStores
UAHSStyleGuide
opa.ahsc.arizona.edu/sites/opa.ahsc.arizona.edu/files/uploads/ahscstyleguide.pdf
Rev.10/27/16
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