Writing Guidelines
The writing style for the UC Master Gardener Program should be friendly and approachable, while remaining professional and based on credible research. The UC Master Gardener Program plays a unique role in translating sometimes complex home horticulture research into easy-to-understand information, making it accessible to the general public, regardless of their educational background.
Questions? Contact:
Barbra Braatan
Statewide Communications Specialist
bbraaten@ucanr.edu
(530) 203-8590
Mission Statement
The UC Master Gardener Program’s mission statement is used to help guide the program and clearly defines our core goals and programmatic activities. The mission statement for all local county-based programs is the same as the statewide mission statement and should never be altered or modified.
“To extend research-based knowledge and information on home horticulture, pest management, and sustainable landscape practices to the residents of California."
Tagline
A tagline is a memorable phrase that sums up the promise of the brand. The UC Master Gardener Program tagline should be used as often as possible to help the public recognize the program as a “go-to” source for home gardening questions. It goes hand-in-hand with the program's mission statement. The tagline for all local county-based programs is the same as the statewide tagline and should never be altered or modified.
"Advice to Grow by ... Ask Us!"
UC ANR Writing Style Manual
The preferred style manual for UC ANR and the UC Master Gardener Program is the Associated Press or AP Style Guide, more scientific or academic communications can follow the Chicago Manual of Style. UC ANR developed an internal ANR Writing Style Guide for quick reference on commonly used words.
UC ANR and UC Cooperative Extension:
- UC Division of Agriculture and Natural Resources (UC ANR)
- University of California Cooperative Extension (UCCE) or UC Cooperative Extension
- UC Master Gardener Program
Volunteers:
- UC Master Gardener or UC Master Gardener volunteer
County-based program:
- UC Master Gardener Program of _________ County or UC Master Gardener Program of _________ and _________ Counties.
Please note: the term “UC Master Gardener” should always be capitalized; this is the same for the term “UC Master Gardener Program”. Do not use periods in the initialism of UC; for example, U.C. is incorrect.
Commonly Used Acronyms
Reference the UC ANR Acronym Directory for a full list of commonly used acronyms and definitions.
- CE – Cooperative Extension
- UC ANR – University of California Agriculture and Natural Resources
- UC - University of California
- UCCE - University of California Cooperative Extension: UC ANR’s outreach arm, with farm, nutrition, family and consumer sciences advisors based in more than 50 county offices. In addition, Cooperative Extension specialists are headquartered at UC Berkeley, UC Davis, and UC Riverside, where they conduct research and coordinate advisors’ activities.
- UC IPM – UC Integrated Pest Management: the control of pests or diseases by using an array of crop production strategies, combined with careful monitoring of insect pests or weed populations and other methods.
Please note: The following acronyms and/or terms should not be used on materials developed or available to the general public.
- MFP – Master Food Preserver: Using the acronym ‘MFP’ does not accurately translate to the public what the UC Master Food Preserver Program is and does not connect back to the University.
- MG – Master Gardener: Using the acronym ‘MG’ does not accurately translate to the public what the UC Master Gardener Program is and does not connect back to the University.
- MGP – Master Gardener Program
Quick Tips:
Do:
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Understanding the Importance of Using 'UC Master Gardener' Over 'MG'
In our commitment to maintaining clear communication and a strong brand identity, we prioritize using "UC Master Gardener" instead of the acronym "MG". Let's delve into the reasons:
- Clarity for Broader Audience: Acronyms can be misleading. While "MG" signifies Master Gardener for insiders, outsiders might confuse it with "magnesium" or the car brand "MG". This potential confusion hinders our reach and message.
- Branding and Recognition: "UC Master Gardener" not only signifies expertise but also aligns us directly with the esteemed University of California. This full title bolsters the program's legitimacy and credibility.
- Connection to the University: The full title reinforces our tie to the University of California, leveraging its reputation to bolster our own.
- Consistent Messaging: Consistency is the cornerstone of impactful marketing. A mix of "MG" and "UC Master Gardener" can fragment our brand perception, diluting our message's effectiveness.
- Accessibility: We aim to be as welcoming and inclusive as possible. The term "MG" might act as an unnecessary obstacle for newcomers or those unfamiliar with gardening programs, forcing them to decipher its meaning.
- Search Engine Optimization (SEO): In the digital age, searchability is key. Terms like "Master Gardener" or "University of California gardening program" have a better SEO footprint than the acronym "MG", ensuring we maintain high online visibility.
Our overarching marketing principle is to ensure clarity and broad understanding. By using "UC Master Gardener", we align with this goal, enhancing our program's visibility and reputation.
Non-Discrimination Language
USDA funding requires us to provide standard non-discrimination language in communications about programs. UC ANR policy-related downloads are available online and updated by the Affirmative Action Team.
For single-page printed publications advertising programs, the following statement is to be used (Updated April 2023):
"University of California Agriculture & Natural Resources (UCANR) is an equal opportunity provider. (Complete nondiscrimination policy statement can be found at ucanr.edu/sites/anrstaff/files/390107.pdf)
Inquiries regarding ANR’s nondiscrimination policies may be directed to UCANR, Affirmative Action Compliance Officer, University of California, Agriculture and Natural Resources, 2801 Second Street, Davis, CA 95618, (530) 750-1343."
OR "University of California Agriculture & Natural Resources (UC ANR) is an equal opportunity provider."