Associated Press (AP) Style In general, follow proper AP Style language guidelines. Reference the AP Stylebook when in doubt. Exceptions to the AP Stylebook: • To ensure clear communication use the Oxford (or serial) comma before the conjunction in a series or list. Example: The Energy Advisor recommended attic insulation, air sealing, and lighting.
• Headings should use title case. Review checklist for common items: • Wi-Fi enabled • energy efficiency • energy-efficient (when describing something)
• Trade Ally contractor • dual-fuel heat pump • income qualified • income-qualified rebate
• multifamily • multi-split • mini-split
• single-family home • variable-speed drive
• Tribal Nation Active Voice In most cases, use active voice to reduce wordiness and improve readability.
• There are situations when passive voice is more suitable. Administrator Marketing & Communications Director will provide final input on the use of passive versus active voice. Examples Passive: The home was tested by a consultant. Active: The consultant tested the home. Proper Names • For the first use only, write “Focus on Energy” in all caps, followed by the registered trademark symbol “®” in superscript (e.g., FOCUS ON ENERGY®). • This rule applies in all documents/materials except press releases. In these cases, use this format for the first use of “Focus on Energy” in the body text, not the header or subheader. • When appropriate, abbreviate Focus on Energy to “Focus” (only after the first use—indicate the abbreviated version parentheses after the first use). NEVER abbreviate to “FOE.” • Capitalize the use of “program” when referring to the “Focus on Energy Program.” • Capitalize Program Administrator, Program Implementer, and Trade Ally. • Use Public Service Commission of Wisconsin vs. Wisconsin Public Service Commission.
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