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Audience Writing

Adapt Your Voice for Each Audience

Not every SHSU audience is the same. Tailoring your tone, detail, and language ensures your content resonates.

Prospective Undergraduates & Families

  • Assume little prior knowledge of SHSU.
  • Highlight differentiators like size, support, and spirit.
  • Use a welcoming tone. Keep language simple for families who may not be fluent in English.

Prospective Transfer Students

  • Address transfer students directly and by name when the content applies to them. Transfer students often wonder whether programs, resources, and opportunities are available to them specifically. Explicit acknowledgment removes that uncertainty.
  • Take a tone that recognizes their experience, rather than treating them as new students.
  • Highlight support resources specific to transfers.

Prospective Graduate Students

  • Focus on program outcomes, research opportunities, and career advancement.
  • Respect limited time by making cost and aid details easy to find.
  • Use a collegial, professional tone.

Alumni, Donors & Supporters

  • Speak like insiders — reference traditions and campus culture.
  • Foster pride and connection.
  • When asking for donations, tie contributions to specific outcomes.

Prospective Employees

  • Focus on career and lifestyle goals
  • Act as a welcoming neighbor, introducing them to the neighborhood
  • Changing jobs is stressful; be helpful without overwhelming them with information.

Key takeaway

Writing that adapts to audience needs builds trust and strengthens SHSU’s relationship with each group. User-centered writing means meeting each audience where they are.

Updated 6/18/26