Brand Tone

Informative & Journalistic, Student-Focused & Community-Oriented, Developing & Aspirational, Cautious or Balanced (Potentially), Engaging (on social media)

Brand Values

• •Student Voice & Representation
• •Information & Truth-Seeking
• •Campus Community & Connection
• •Journalistic Integrity & Ethics (student level)
• •University Mission Alignment (Implicit)

Best Practices

• •Develop a Clear Tone of Voice Guide: Document the desired tone (e.g., "Informative yet accessible," "Community-focused and respectful," "Engaging and youthful for social media"). Provide examples of do's and don'ts for the student staff.
• •Know Your Audience (The OC Community): Always write with the students, faculty, and staff of Oklahoma Christian University in mind. Understand their interests, concerns, and the campus culture.
• •Prioritize Clarity and Accuracy: As a news source, even at the student level, the foundation of trust is clear, accurate, and well-sourced information. Avoid jargon where possible, or explain it.
• •Adapt Tone for Platform, Not Core Values: While the tone can be more informal on TikTok than on a formal news report on the website, the core values of respect, student focus, and striving for accuracy should remain consistent.
• •Train and Empower Student Staff: Regularly train student writers and editors on the brand's tone and values. Empower section editors to ensure consistency within their areas while contributing to the overall voice of The Breeze.

Social Perception

Primary News Source for Campus, Voice of the Students, Training Ground, Reflection of Campus Climate, Credibility (Contextual)

Copy Examples

• •Instagram Post (promoting a new investigative piece): Swipe Up to Read! 🔍 Our latest Breeze investigation dives into [briefly mention topic, e.g., 'the recent changes to campus dining hours']. We talked to students and administration to get the full story. What are your thoughts? Let us know in the comments! #OCBreeze #CampusNews #StudentVoice #OklahomaChristian
• •Twitter/X Post (live event coverage): Happening Now: The Eagles are battling it out on the court! 🏀 Follow our live-tweet thread for all the updates from the OC vs. [Opponent] game. Let's go Eagles! #OCEagles #OCSports #TheBreezeLive
• •Facebook Post (call for opinion pieces): Have a strong opinion about [relevant campus issue, e.g., 'the new parking regulations']? The Breeze Opinion section wants to hear from you! Share your perspective with the OC community. Submission guidelines in our bio. ✍️ #OCSpeaks #StudentOpinions #GetPublished #goksbreeze
• •TikTok Video Teaser (for a human-interest story): (Upbeat music, quick cuts of a student involved in an interesting project/activity) Meet Sarah! 👋 She's doing something amazing at OC. Full story coming this week on goksbreeze.com! 😉 #OklahomaChristian #StudentLife #CampusStories #TheBreezeOC #Soon
• •Website Article Headline & Lede (for a positive campus event): Headline: Unity and Celebration: OC Fest Brings Campus Together After Year of Challenges. Lede: Laughter, music, and a palpable sense of community filled the quad last Friday as Oklahoma Christian University students and faculty gathered for the annual OC Fest, marking a joyful return to a beloved campus tradition.