Communication Principles

As we create new pieces and review older pieces, keep in mind the following communications principles to
keep all of our interactions consistent.

Relevant content

When reviewing existing pieces, we must make sure all content is current and relevant. Don’t just glance
over it – read it and make the appropriate adjustments.

Contemporary style

We will write in a way that reflects current writing styles and trends.

Irreducible minimums

We must have irreducible minimums in all that we do, including our communications. Be concise.
Any communication that has too many words will be sent back before being reviewed by Corporate Communications.

No jargon

Although our company uses jargon and acronyms, including these in our communications is unacceptable.
We are writing for laypeople, policyholders and those who speak English as their second language. We should always use concise, easy-to-understand terms.

Key messaging

We use approved corporate messaging and key words. These are included in the Corporate Messaging
& Key Phrases section of this guide. When appropriate, weave these terms into your communications
(new and existing pieces). Each business segment will have additional, specific messaging as well.