Even if you don’t have experience in public relations writing or graphic design like we do, there are a few tips that professionals in our field adhere to that can help you get on the right track.
Check the Visual Identity Standards Guide
(The following fonts are used in Southern materials)
Composition titles should be italicized.
Use em-dashes (without spaces: a—b), rather than en-dashes (not: a – b).
On second reference:
Use periods: 423.236.2000 and for the toll-free number: 1.800.SOUTHERN.
Don’t use underlining or all capitals.
Both of these lower the readability of text, which makes your message more difficult for the reader to understand. Italicizing or bolding the word is preferable.
Align text in eye-pleasing ways.
Readers want to see the important points quickly, so make them easy to find. Simply placing all text in the center of the page will not make anything stand out.
Make indents match the text flow.
Typewriters called for one-half inch tabs. Today, using computers, one-third of an inch or less is plenty. Using smaller tabs is important when working with a small amount of text; large indents swallow the beginning text.
Space documents conservatively.
After a period, use only one space. When laying out a document, keep blank spaces between text and graphics to a minimum.