Voice and tone

By using these as a filter when writing, we can bring greater consistency and emotional pull to all our communications.

Use strong, simple words and imagery to reinforce our reputation for accuracy and journalistic excellence.

Find ways to tout universal belief in our coverage and the uniquely independent structure that makes it possible.

Inject forward-looking energy by calling attention to new services, technologies and applications.

Bring people more to the fore, to better portray the AP as a company of exceptionally talented and dedicated people.

Wherever possible, tie things back to the larger goal of helping factual information reach more of the world’s people.