GE Power & Water Distributed Power

MARKETING COMMUNICATIONS

WRITING GUIDE Style  Usage  Branding Communications

June 2013

1.0 INTRODUCTION

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2.0 GENERAL ISSUES

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2.1 TARGET AUDIENCE

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2.2 BRAND ATTRIBUTES

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2.3 CULTURAL AND GEOGRAPHICAL SENSITIVITY

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2.4 GENDER NEUTRALITY

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2.5 JARGON AND ACRONYMS

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2.6 VOICE AND TONE

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3.0 USAGE GUIDE

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4.0 WORDS TO AVOID IN MARKETING DESCRIPTIONS

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5.0 CAPITALIZATION AND PUNCTUATION

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5.1 CAPITALIZATION

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5.2 PUNCTUATION

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6.0 ABBREVIATIONS: ACRONYMS, AND INITIALISMS

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6.1 ABBREVIATIONS

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6.2 ACRONYMS AND INITIALISMS

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6.3 COMMON GE ABBREVIATIONS

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7.0 GRAPHICAL BANNER GUIDELINES

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8.0 ORGANIZATION ANNOUNCEMENT FORMAT

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The information in this guide, along with any applicable policies and procedures, applies to GE-related entities such as GE Packaged Power and GE Aero Energy. © 2013 The General Electric Company. All Rights Reserved.

Marketing Communications Writing Guide

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Introduction Writing style is an essential form of communication that helps build a brand much like graphical elements. Your business and communications writing should always be consistent and focused on the audiences, both internal and external. This guide covers the mechanics of writing for the GE Distributed Power Communications and Marketing teams. It includes guidance on word choice, punctuation, and capitalization, as well as some basic rules of editorial style. A consistent, clear, and expressive writing style is critical to effective communication, from promotional to technical content. Material written in a style that meets the readers’ needs leads to increased customer engagement. When reading a promotional brochure, the customers require clear and specific information so they can decide whether the products will meet their needs. When reading a technical manual, customers require accurate and functional documentation so they can learn about and use products quickly, efficiently, and safely. When reading a webpage, customers need easily scannable text that provides an overview of the topic, as well as access to deeper details. Whether we are writing a brochure, a product description, a webpage, or any other form of content, our communications should be optimistic, precise, and simple. Optimistic A sense of optimism is central to our brand expression. Your writing should reflect an unpretentious spirit and demonstrate that we deliver on what we can imagine. Precise Your communications should always use clear, specific language that is appropriate for the application and audience. Simple Simple communications create impact. Simplicity means presenting complex services and products in the clearest way possible. Your tone of voice should convey an image of the company that is approachable, dynamic, and supportive of the overall visual look and feel. For issues of design, layout, color, and font, refer to the branding guidelines.

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General Issues 2.1 Target Audience When deciding how to approach your communication, consider the objectives and needs of your audience. Technical communications should be written with adequate information for the novice, yet not bore the expert. Marketing and sales oriented material should convey the benefits of our products and services to the audience, and present them in ways that differentiate us from competitors.

2.2 Brand Attributes Our voice is a direct reflection of who we are. And wherever we are, we strive to build an image of GE defined by the same four powerful attributes. Our written and visual communications should always work to build these attributes in the hearts and minds of our audiences. Leader We uphold our standards of integrity and leadership wherever we do business. We stand behind our products with an unquestionable commitment to quality. We drive growth and global expansion as we take on the world’s toughest problems.

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Marketing Communications Writing Guide

Innovative Our technologies truly make a difference. Whether it is our hybrid locomotive that reduces emissions by 50% or an HD CT scanner that curtails radiation exposure, we thrive as an organization because we continually ask, “What if?” and drive our ideas to realization on a global scale. Dynamic We have succeeded for over 130 years by focusing on the future and constantly reinventing ourselves. We are truly adept at driving change to create momentum and growth. Approachable Although we are one of the world’s largest companies, we are made up of individuals who are focused on listening to our customers and helping them achieve their goals.

2.3 Cultural and Geographical Sensitivity A global company must consider its audiences’ proficiency in the English language. Avoid using humor, jokes, slang, sarcasm, unfamiliar jargon and phrasing or references that are too culturally specific. Documents produced for a specific country may use the local language rather than American English. Documents intended for global distribution should me written so they can be read and understood in any culture without confusing or offending the reader.

2.4 Gender Neutrality In the English language, no personal pronoun refers to both male and female. Make sentences gender neutral by writing them in the plural or by avoiding the use of a pronoun altogether. Do not use they or their when the related subject is singular, and do not use the awkward s/he construction. Incorrect: An engineer must have the proper equipment to perform his/her job safely. Correct: Engineers must have the proper equipment to perform their jobs safely. Correct: An engineer must have the proper equipment to perform the job safely.

2.5 Jargon and Acronyms Avoid using jargon or buzz words that non-specialists may not understand. Acronyms are initials pronounced as words, such as NASDAQ or VIN (vehicle identification number). The frequent or over use of acronyms and abbreviations does not impress readers, it annoys and confounds them. Use them sparingly and only when you are reasonably certain the audience will understand them.

2.6 Voice and Tone The voice and tone you use determine whether your writing is conversational or stilted, lively or dull, accessible or confusing. The examples below illustrate good style preferences. Active Voice Use the active voice rather than the passive to vitalize your text, clarify your meaning, and draw the reader in. Incorrect: The new project was implemented by the team. Correct: The team implemented the new project. Passive Voice Although you should avoid its frequent use, the passive voice is acceptable and sometimes necessary in certain types of instructional materials and when emphasizing a product or recipient. Instruction: Uncommon: You can find the power switch on the master panel. Better: The power switch is located on the master panel.

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Marketing Communications Writing Guide

Emphasis of Recipient: Uncommon: The leadership team gave John Smith a promotion for his outstanding sales record. Better: John Smith was awarded a promotion for his outstanding sales record. Conciseness The key to concise and engaging communication is bearing in mind that you want to convey information as clearly and simply as possible, not impress your audience with big words or ornate phrases. Second Person – You In communications, use the second person pronoun “you” to project a friendly tone and draw the reader in. Using the second person also avoids awkward constructions requiring gendered pronouns “he” and “she.” It is acceptable to write instructions in the second person. Incorrect: Users can view the data more clearly in the new system. Correct: You can view your data more clearly in the new system. Incorrect: Correct:

3.0

When the user completes the exercise, he or she should close the file. When you complete the exercise, close the file.

Usage Guide1 The words you choose determine whether your writing is clear, conversational and easy to understand. The key to good diction is to focus on being understood by the readers, not impressing them with your language skills. Accept, Except Accept means “to receive” or “to allow”; except usually means “excluding.” Incorrect: They will except your entire proposal accept for the final point. Correct: They will accept your entire proposal except for the final point. Adverse, Averse Adverse means “unfavorable”; averse means “opposed” or “reluctant” and is often followed by to. Incorrect: I am adverse to the proposal because it will have an averse impact on earnings. Correct: I am averse to the proposal because it will have an adverse impact on earnings. Affect, Effect As verbs, affect means “to influence” and effect means “to bring about.” As nouns, affect means “emotion” or “feeling” (though rarely used) and effect means “result” and is often plural. Incorrect: The drug did not effect the disease, and it had adverse side affects Correct: The drug did not affect the disease, and it had adverse side effects. Aggravate, Annoy Aggravate means “to make worse”; do not use it in the informal sense to mean annoy. Incorrect: The constant vibrations of the pipe aggravated the technician. Correct: The constant vibrations of the pipe annoyed the technician. Correct: The constant vibrations of the pipe aggravated the leak.

                                                              Some of the material for the usage guidelines provided here is adapted from The Associated Press Stylebook (New York: Basic Books, 2011), and The Gregg Reference Manual, tenth edition (New York: McGraw Hill, 2005).  1

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Marketing Communications Writing Guide

All, All of Use all in every case except with a personal pronoun; use all of only with a personal pronoun. Incorrect: The team mounted all of the dials so he could calibrate all his instruments quickly. Correct: The team mounted all the dials so he could calibrate all of his instruments quickly. All Ready. Already All ready means “completely prepared“; already means “previously.” In written communications and instructions, ready does not need additional qualification unless you wish to say almost ready. Incorrect: We have all ready prepared the necessary documents, so we are all ready to begin. Correct: We have already prepared the necessary documents, so we are ready to begin. All Right, Alright All right is written as two words; alright is incorrect. Allude, Elude Allude means “to make an indirect reference”; elude means “to escape” or “to avoid.” Incorrect: He eluded to last year’s report in the meeting, but his exact words allude me. Correct: He alluded to last year’s report in the meeting, but his exact words elude me. Allusion, Illusion Allusion means “an indirect reference” and illusion means “misconception” or “false impression.” Incorrect: Her illusion to the quarterly earnings conveyed only an allusion of accounting knowledge. Correct: Her allusion to the quarterly earnings conveyed only an illusion of accounting knowledge. A lot A lot is two words; never write alot. Alternate, Alternative Alternate means “to successively move from one state or position to another”; alternative means “choice between two or more possibilities.” Incorrect: The current functions in an alternative way between positive and negative. Correct: The current alternates between positive and negative. Incorrect: Correct:

What alternates do we have regarding the color? What alternatives do we have regarding the color?

Although, Even Though, Though, While Although and though are interchangeable; though is somewhat less formal. Use these terms to introduce contrastive statements. Even though conveys more emphasis. Use while to introduce simultaneous actions and never in place of although or though. Do not use whilst. Incorrect: While he is an employee, he does not have a badge yet. Correct: Although he is an employee, he does not have a badge yet. Incorrect: Correct:

You can read the report when you wait in my office. You can read the report while you wait in my office.

Among, Between Use among with three or more things and between with two. Do not use amongst. Incorrect: Among the first two vendors, the color choices are between red, blue, and green. Correct: Between the first two vendors, the color choices are among red, blue, and green.

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Marketing Communications Writing Guide

Ampersand (&), And, Plus Do not use an ampersand (&) in place of and except in proper names and certain business names, such as Oil & Gas and Power & Water. Never use plus to join two clauses or in place of and. Incorrect: The switches are located both above & below the panel, plus the indicator light is red. Correct: The switches are located both above and below the panel, and the indicator light is red. Articles – A, An, The Use articles to make your text flow smoothly and eliminate ambiguity. Readers whose mother tongue is not English often rely on articles to identify the nouns in a sentence. Incorrect: Click “Create New” tab, fill out online form, attach files. Correct: Click the “Create New” tab, fill out the online form, and attach the files. Anywhere, Anyplace Use anywhere; anyplace is nonstandard in American English, although common in British English. As per Do not use per or as per in place of according to or in accordance with. Incorrect: We are sending the samples as per your request. Correct: In accordance with your request (As requested), we are sending the samples to you. As to As to is jargon; do not use in place of about or regarding. Incorrect: We were concerned as to the location of the new site. Correct: We were concerned about the location of the new site. Asia Pacific No hyphen is necessary when describing the region. Awful, Awfully Awful and awfully are informal jargon; do not use in place of terrible and very. Incorrect: The plane ride to Singapore was awful. The trip to Hong Kong was awfully long. Correct: The plane ride to Singapore was terrible. The trip to Hong Kong was very long. Awhile, A while Awhile does not follow for; a while (two words) typically follows for. The meaning is the same in both cases. Incorrect: Can you stay for awhile? Can you stay a while? Correct: Can you stay awhile? Can you stay for a while? Back up, Backup Regarding computers and memory, back up is a verb meaning “to duplicate in memory or storage”; backup is the noun referring to a completed duplication. Incorrect: Remember to backup your hard drive. Keep your back up in a safe place. Correct: Remember to back up your hard drive. Keep you backup in a safe place. Because, Since Use because to introduce a reason; use since to indicate the passage of time. Do not use since in place of because to introduce a reason. Incorrect: Since our customers requested it, we introduced the product. Correct: Because our customers requested it, we introduced the product. It has been available since May

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Marketing Communications Writing Guide

Because of, Due to Because of introduces an adverbial phrase and modifies verbs to indicate a reason for action; due to introduces an adjective phrase, modifies nouns and generally follows a form of the verb be (e.g., is, was, etc.). Incorrect: We cancelled the meeting due to the lack of interest. Correct: We cancelled the meeting because of the lack of interest. Incorrect: Correct:

His success was because of hard work and perseverance. His success was due to hard work and perseverance.

Beside, Besides Beside means “next to”; besides means “except” or “in addition to.” Incorrect: The power switch is besides the door. Beside Tom no one else showed up at the meeting. Correct: The power switch is beside the door. Besides Tom no one else showed up at the meeting. Between (see Among, Between) Can, May, Might Can indicates ability; may indicates permission; might indicates the possibility of something happening. Incorrect: Might I have a few minutes with you so we may discuss the proposal. I can be available later. Correct: May I have a few minutes with you so we can discuss the proposal. I might be available later. Capital, Capitol Capital refers to a city; capitol is a building where lawmakers meet. Incorrect: Austin is the state capitol and the capital building is located at 1st Street and Congress. Correct: Austin is the state capital and the capitol (building) is located at 1st Street and Congress. Censor, Censure Censor means “to remove or suppress objectionable material”; censure means “to severely criticize.” Incorrect: She was censored by the committee for censuring the newsletter. Correct: She was censured by the committee for censoring the newsletter. Cite, Site Cite means “to quote as an example or authority”; site is “a particular place.” Incorrect: Remember to site your sources when writing the article about the new Web cite. Correct: Remember to cite your sources when writing the article about the new Web site. Cities, States, Countries Generally, capital and other major cities can stand alone without the accompanying state or country (e.g., New York, Dubai, Berlin). Cities that are less internationally known should be accompanied by their state or country (e.g., Midland, Texas; Verona, Italy). Spell out all U.S. state names. When referring to a government agency, identify the country or other unit of government (e.g., the U.S. Federal Reserve, the Texas Legislator). Climactic, Climatic Climactic derives from climax and indicates “highpoint” or “point of greatest intensity”; climatic refers to longterm weather conditions. Incorrect: The climatic point in the meeting came when he unveiled the tool that monitors climactic shifts. Correct: The climactic point in the meeting came when he unveiled the tool that monitors climatic shifts.

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Marketing Communications Writing Guide

Company Names Use the name a company calls itself. If the company name begins with a lowercase letter, capitalize it in a headline or at the beginning of a sentence. Do not use “Inc.,” “Corp.,” “AG,” etc. Compare to, Compare with Compare to means “to represent as similar”; compare with means “to examine the similarities of two things.” Incorrect: She compared the experience with living in a jungle. Let’s compare the LM7 to the LM14. Correct: She compared the experience to living in a jungle. Let’s compare the LM7 with the LM14. Complement, Compliment Complement means “to go with or complete”; compliment means “to praise” or “to flatter.” Incorrect: The redesigned platform compliments the unit nicely. He complemented the team on the work. Correct: The redesigned platform complements the unit nicely. He complimented the team on the work. Comprise, Compose, Constitute Comprise means “to contain or be made up of”; compose means “to create by joining or putting together”; constitute means “to make up or form.” Do not write comprised of. Incorrect: The system is comprised of a pump, a monitor, and a stand. Correct: The system comprises a pump, a monitor, and a stand. Incorrect: Correct:

The system composes a pump, a monitor, and a stand. The system is composed of a pump, a monitor, and a stand.

Incorrect: Correct:

The system constitutes a pump, a monitor, and a stand. A pump, a monitor, and a stand constitute the system. (not “constitutes”)

Consists of, Includes Consists of introduces a complete list of items; includes introduces a partial list. Continual, Continuous Continual means “repeated regularly and frequently”; continuous means “extended or prolonged without interruption.” Incorrect: The continual ringing of the alarm was loud. Continuous calls interrupted the meeting. Correct: The continuous ringing of the alarm was loud. Continual calls interrupted the meeting. Coordinate No hyphen or umlaut is necessary (e.g., co-ordinate; coördinate). Council, Counsel A council is “a deliberative body”; counsel means “advice” or “to advise.” Incorrect: The counsel meeting lasted an hour. Council the team on what to do next. Correct: The council meeting lasted an hour. Counsel the team on what to do next. Criteria, Criterion Criteria means “standards,” “rules,” or “tests” and is the plural form of criterion. Incorrect: What is the criteria for the site? What are the criterion for the new design? Correct: What are the criteria for the site? What is the criterion for the new design?

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Marketing Communications Writing Guide

Data Technically, data is a plural term, but it acceptable to use it as a singular noun. Correct: The data is ready for review. The data are ready for review. Discreet, Discrete Discreet means “prudent” or “unnoticeable”; discrete means “individually distinct, not continuous.” Instead of discreet, write use discretion. Incorrect: Please be discrete when discussing the five discreet network domains. Use discretion when… Correct: Please be discreet when discussing the five discrete network domains. Disinterested, Uninterested Disinterested means “impartial or objective”; Uninterested means “not interested.” Incorrect: We need an uninterested third party to review the contract. He seems disinterested in the idea. Correct: We need a disinterested third party to review the contract. He seems uninterested in the idea. Disc, Disk Disc is the standard spelling in terms like disc jockey, compact disc, laser disc, disc brakes, etc.; Disk is the usual spelling of computer terms such as disk drive, disk space, hard disk, etc. When in doubt, check a dictionary. Due to (see Because of, Due to) East, West, North, South When indicating a direction, do not capitalize the first letter unless it is part of a name or in reference to a specific geographical area. Incorrect: We drove East on the Interstate highway. The team will set up in south Texas Correct: We drove east on the interstate highway. The team will set up in South Texas. Effect (see Affect and Effect) e.g. e.g. means “for example” and should appear in parentheses, in lowercase letters, each followed by a period and lastly a comma (e.g., like this). Elicit, Illicit Elicit means “to bring out” or “evoke”; illicit means “unlawful.” Incorrect: Successful managers illicit the best qualities from their teams. Elicit gambling is a bad idea. Correct: Successful managers elicit the best qualities from their teams. Illicit gambling is a bad idea. Email Do not hyphenate; capitalize the first letter only if it appears in a headline or begins a sentence. The term can function as both a noun and a verb. Incorrect: He forwarded the E-mail to me yesterday. Please e-mail the documents to me. Correct: He forwarded the email to me yesterday. Email the documents to me, please. Eminent, Imminent Eminent means “outstanding” or “distinguished”; imminent means “about to happen.” Incorrect: She is an imminent scholar of history. An eminent storm darkened the sky. Correct: She is an eminent scholar of history. An imminent storm darkened the sky.

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Marketing Communications Writing Guide

Ensure, Assure, Insure Ensure means to “make sure” but it implies more certainty or a guarantee, which can be misleading in a legal context. Assure implies the removal of doubt from someone’s mind. Insure applies strictly to insurance, such as auto insurance. Incorrect: He ensured me that the unit would arrive on time. Assure that the safety switch is on first. Correct: He assured me that the unit would arrive on time. Ensure that the safely switch is on first. Explicit, Implicit Explicit means “expressed directly” or “clearly defined”; implicit means “implied” or “unstated.” Incorrect: The label implicitly states that there are no additives. His explicit agreement went unnoticed. Correct: The label explicitly states that there are no additives. His implicit agreement went unnoticed. Farther, Further Use farther to indicate distance; use further to indicate degree or quantity. Incorrect: We can discuss the proposal farther tomorrow. Correct: The town is farther down the highway. We can discuss the proposal further tomorrow. Hilarious, Hysterical These two terms have become synonymous among English speakers in recent years, when in fact they have two distinct meanings: hilarious means “funny” or “comical”; hysterical means “overexcited” or “panic-stricken.” Incorrect: Their product description strikes me as hysterical. He became hilarious upon hearing the news. Correct: Their product description strikes me as hilarious. He became hysterical upon hearing the news. i.e. i.e. means “in other words” and appears in parentheses, lowercase with a period after each letter and lastly a comma (i.e., like this). If, Whether Use if for uncertainties or conditionals; use whether for alternatives or when or not is implied; it is not necessary to add or not to whether. Avoid using if in place of whether. Incorrect: Can you find out if he is going with us? I doubt whether we will make it to the airport on time. Correct: Can you find out whether (or not) he is going with us? I doubt if we will make it on time. Imply, Infer Imply means “to suggest or state indirectly”; infer means “to draw a conclusion.” Incorrect: In his speech he inferred that the plan is good, so we implied that the review was complete. Correct: In his speech he implied that the plan is good, so we inferred that the review was complete. Index, Indexes “Indices” is the plural form in Latin, not English; use indexes. Ingenious, Ingenuous Ingenious means “clever”; ingenuous means “naïve” or “overly candid.” Incorrect: Her solution to the problem was ingenuous. She may be smart, but she seems ingenious to me. Correct: Her solution to the problem was ingenious. She may be smart, but she seems ingenuous to me. Insure (see Ensure, Assure, Insure)

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Marketing Communications Writing Guide

Internet Capitalize the first letter in all references; it refers to a decentralized worldwide network of computers that communicate with each other; not to be confused with the Web (World Wide Web), which, like email, is a subset of applications on the Internet. In Regards To In regards to is incorrect and conflates in regard to, which means “in reference to” or “referring to,” and regards, which means “as.” Irregardless Though you may hear it with embarrassing frequency on cable news, Irregardless is incorrect and amounts to something like a double negative; use regardless. Its, It’s Its denotes possession or association; it’s is the contraction of “it is.” Incorrect: It’s power rating is 300 horsepower. Its good to be back. Correct: Its power rating is 300 horsepower. It’s good to be back. Kind of, Sort of Avoid using these phrases in place of “somewhat.” Last, Past Use last when referring to an order of events; use past when referring to a period of time that has elapsed. Incorrect: The last year has been a good one for the business. Correct: The past year has been a good one for the business. Lay, Lie Lay means “to put or set something down” and is always followed by an object; its forms are lay, laying, laid, laid. Lie means “to be at rest” or “to assume a horizontal position” and takes no object; its forms are lie, lying, lay, lain. Confusion can arise because lay is also the past tense of lie. Incorrect: Do not lie the pipes on the shop floor. The cables lay beneath the access panels in the floor. Correct: Do not lay the pipes on the shop floor. The cables lie beneath the access panels in the floor. Incorrect: Correct:

During yesterday’s fire drill, we laid on the floor. During yesterday’s fire drill, we lay on the floor.

Liable Liable means “obligated” or “responsible”; do not use it to mean “likely.” Incorrect: You are liable to be injured if you do not wear safety glasses. Correct: You are likely to be injured if you do not wear safety glasses. Long-term Hyphenate when used as an adjective. Incorrect: The long term effects of the closure have yet to be fully felt. Correct: The long-term effects of the closure have yet to be fully felt. M&A Use after the first reference for “mergers and acquisitions.”

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Marketing Communications Writing Guide

May (see Can, May, Might) Mid-size Hyphenate when used as an adjective Might (see Can, May, Might) More than, Above, Over Use more than to indicate a higher number or value; use over to indicate a spatial relationship. Incorrect: The JM10 has over one thousand moving parts. The switch is over the monitor. Correct: The JM10 has more than one thousand moving parts. The switch is above the monitor. Mountain Time U.S. time zone abbreviated MT when accompanied by a time. No. (Number) Use in place of “number.” The “N” is always capitalized; the “o” is lowercase, followed by a period, a space, and a number. Although the hash mark # is acceptable in email, it can often be omitted; avoid using it in formal communications. Numerals one through nine are usually spelled out; for 10 and higher use the Arabic numbers. Incorrect: The supplies are in room no. 19; The procedural drawings are in section #8. Correct: The supplies are in room No. 19; The procedural drawings are in section eight. North (see East, West, North, South) Off, Off of Off of is nonstandard; use off without of: Incorrect: The pen rolled off of the desk Correct: The pen rolled off the desk. OK, O.K., Okay Use OK, all uppercase without periods. Online Do not hyphenate (e.g., on-line); the first letter is lowercase unless the term appears in a headline or begins a sentence. Orient, Orientate Use orient as a verb to indicate how an object is situated; orientate is nonstandard and should not be used. Incorrect: The skid is orientated parallel to the power lines. Correct: The skid is oriented parallel to the power lines. Or, Slash Mark / Use “and” or “or” instead of a forward slash mark to separate two words or indicate a choice. P&L Use after the first reference to “profit and loss”; it does not mean “product line.” Pacific Time U.S. time zone abbreviated PT when accompanied by a time.

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Marketing Communications Writing Guide

Percent, % Use the symbol % in all instances, including headlines, body text and tables, except when percentage begins a sentence. Plus (see Ampersand (&), And, Plus) Never use plus in place of and or to join independent clauses, even in marketing pitches. Precede, Proceed Precede means “to come before”; proceed means “to go forward.” Incorrect: When you hear the bell proceeded by three short rings, precede through the fire exits. Correct: When you hear the bell preceded by three short rings, proceed through the fire exits. Principal, Principle Principal means “the head of a school or an organization” or “a sum of money”; principle means “a basic truth” or “standard” or “value,” often appearing in plural form. Incorrect: The principle factor for success is strategic planning. The code of conduct is a set of principals. Correct: The principal factor for success is strategic planning. The code of conduct is a set of principles. Professions When identifying a person’s academic field (i.e., Mechanical Engineering) in announcements and other communications, capitalized the first letter of each term. When simply identifying a profession (i.e., accounting), use lowercase. R&D Use after the first reference to “research and development.” Relation, Relationship Relation describes a connection between things; relationship describes a connection between people. Respectfully, Respectively Respectfully means “showing respect”; respectively means “each in the order given.” Set Up, Setup Set up (two words) is a verb meaning “to prepare or arrange”; setup (one word) is a noun meaning the more or less “complete arrangement or preparation” of something. Incorrect: We setup the test instruments on the site. The lab set up is suitable for testing. Correct: We set up the test instruments on the site. The lab setup is suitable for testing. Short-term Hyphenate when used as an adjective. Since (see Because, Since) Slash Mark / (see Or, Slash Mark) South (see East, West, North, South) Suppose to Write supposed to

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Marketing Communications Writing Guide

T&L Generally associated with expenses, use after first reference to “travel and living.” That, Which Use that to introduce a restrictive or defining clause essential for the sentence to make sense; it is not preceded by a comma. Use which preceded by a comma to introduce a non-restrictive clause not essential for the sentence to make sense. Incorrect: We need more cars which reduce harmful emissions. The new model is red, that buyers like. Correct: We need more cars that reduce harmful emissions. The new model is red, which buyers like. Use to Write used to vs. Use the abbreviation of “versus” instead of the full term; it always appears in lowercase and is followed by a period. Wait for, Wait on Wait for means “to await”; wait on means “to serve.” Incorrect: Supply Chain is waiting on the parts to arrive. Correct: Supply Chain is waiting for the parts to arrive. Web Always capitalize the first letter when referring to the World Wide Web, which should not be confused with the Internet. The Internet is the larger entity; the World Wide Web and associated websites and web-based services such as email constitute a subset of the Internet. Web-based Hyphenate when used as an adjective; lowercase “W”. Webchat, Web chat Can be written as two words with uppercase “W” or as one word with lowercase “w”. Web feed, Web services Generally written as two words with uppercase “W”. Webpage, website One word, usually with lowercase “w”; also webcam, webcast, webmaster West (see East, West, North, South) Which (see That, Which) While (see Although, Though, While) Who, Whom Who is a subject pronoun; use it where you can substitute I, he, she, we, or they. Whom is an object pronoun; use it where you can substitute me, him, her, us, or them; whom is generally preceded by to, for, or about. Incorrect: Whom is arranging the meeting? Who should I address the letter to? Correct: Who is arranging the meeting? To whom should I address the letter?

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Marketing Communications Writing Guide

Worldwide Do not hyphenate (e.g., world-wide).

4.0

Words to Avoid in Marketing Descriptions Best, Strongest, Ideal, Perfect, etc. Superlative terms are often subjective and can be problematic in a legal context. Their frequent use usually has the reverse of the intended effect. Avoid using these terms to describe a product or service. Contractions Do not use contractions, such as don’t, can’t, won’t, it’s in formal communications or instructions. Although a conversational style employing occasional contractions is acceptable in some communications, avoid their frequent or over use; you don’t want to be too informal. It is, There are Avoid beginning sentences with it is or there are; doing so only adds unnecessary words. Incorrect: There are three tracking options that allow you to monitor the process. Correct: Three tracking options allow you to monitor the process. Recent Avoid vague references to past events or publications as they can make outdated materials appear current. Incorrect: A recent study by the government says our flood controls are adequate. Correct: A government study from March 2005 says our flood controls are adequate. Safe No product can be completely safe; do not use this term to describe a product. This, That (as pronoun) Avoid using “this” or “that” as pronouns to begin a sentence. Incorrect: A system of pipes ensures even distribution of fluids. This allows for better cooling. Correct: A system of pipes ensures even distribution of fluids. This design allows for better cooling. Unique, The Only Few things are truly unique; use “exceptional” or “distinctive” instead. Avoid using “the only” unless it can be substantiated. Us, Them Engage your audience by using “we” and “you” instead of “us” and “them.” World Leader Avoid this phrase unless it can be substantiated.

5.0

Capitalization and Punctuation 5.1 Capitalization Capitalize the first letter of “Diagram,” “Figure,” “Fig.,” “Table,” and similar terms that appear in captions. Capitalize the first word of a clause after a colon only if it is a complete sentence by itself. Avoid using ALL CAPS for emphasis as it can be distracting.

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Headlines Capitalize the first word in headings, subheadings, and document titles. Do not use end punctuation unless the headline or subhead is a question, in which case include a question mark. Job Titles Capitalize job titles and ranks only when used directly before a person’s name. Incorrect: The Chairman of the company is Fred Flintstone. Barney Rubble, Chairman and CEO Correct: The chairman of the company is Fred Flintstone. Barney Rubble, chairman and CEO Industry Names Capitalize industry names only when referring specifically to GE businesses (e.g., GE’s Aeroderivative Gas Turbines), but not when they are used as descriptors (i.e., aeroderivative production, oil and gas market). Product Names Capitalize GE product names and services as they appear in Brand Central.

5.2 Punctuation Ellipsis … An ellipsis is a series of three periods generally used to indicate the omission of text from a quoted passage. It is also used less formally to indicate a pause or break between sentences, as is common practice in email. En dash – Slightly longer than a hyphen, it generally substitutes for “to” and is used to separate two numbers in a range. Em dash — Slightly longer than an en dash, it is used without spaces before and after to separate phrases or clauses for emphasis. Do not confuse an em dash phrase with a parenthetical phrase, the latter of which is not emphasized but merely secondary information. Note the distinction between emphasis and parenthetical in the examples below: Incorrect: With LEDs, breakage (a common problem with traditional light bulbs) is virtually eliminated. Correct: With LEDs, breakage—a common problem with traditional light bulbs—is virtually eliminated. Incorrect: While visiting the site we observed one unit with restart issues—see my notes below. Correct: While visiting the site we observed one unit with restart issues (see my notes below). Hyphen Use to connect two or more words to create a compound modifier. Note that the hyphenated terms modify a subsequent noun; when the terms do not precede or modify a noun, no hyphen is used. Incorrect: We need to be more customer-focused. Our long term initiative has been successful. Correct: We need to be more customer focused. Our long-term initiative has been successful. Use to join two names together to indicate a relationship; do not use an en dash or em dash in this instance. Incorrect: GE/Hitachi joint venture; GE—Hitachi joint venture Correct: GE-Hitachi joint venture Use to connect a modifier to an abbreviation, a proper name, or a number Incorrect: nonGRS technology; pre1990; postEdison Correct: non-GRS technology; pre-1990; post-Edison

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Marketing Communications Writing Guide

Use with prefixes all, cross, ex, half, post, quarter, and self: Incorrect: crossreference; selfstarting Correct: cross-reference; self-starting Use to avoid double vowels or triple consonants: Incorrect: semiindustrial; belllike Correct: semi-industrial; bell-like Use for clarity when a non-hyphenated term connotes a different meaning: Incorrect: The team will recover the diagnostic steps tomorrow. Correct: The team will re-cover (go over again) the diagnostic steps tomorrow.

6.0

Abbreviations, Acronyms, Initialisms 6.1 Abbreviations Most abbreviations require no punctuation. Exceptions include: e.g., etc., et al., i.d. (inside diameter), i.e., o.d. (outside diameter), max., and academic degrees (see below). Avoid using too many abbreviations in communications and marketing materials. When repeating a product name or process with a standard abbreviation or acronym, use it for subsequent references rather than repeat the name. To form the plural of an abbreviation without periods, add a lowercase “s” without an apostrophe. Add a lowercase “s” without an apostrophe to form the plural of abbreviations without periods and with an apostrophe for those with periods. Incorrect: We delivered two LM6000’s to the customer. Simon has two PhD’s. Correct: We delivered two LM6000s to the customer. Simon has two Ph.D.’s. Academic Degrees Use periods in B.A., M.A., B.S., M.S., M.B.A., and Ph.D. Use degree abbreviations only when identifying many individuals where providing the fuller title would be awkward. The phrases bachelor’s degree and master’s degree are lowercase and with possessive apostrophes; associate degree is not possessive. The fuller titles Bachelor of Arts/Science, Master of Arts/Science, Master of Business Administration, and Doctorate are capitalized and do not require the addition of the word ‘degree.’ Do not use “Dr.” and “Ph.D.” together; use one or the other. In the United States, “undergraduate degree” generally means the same as “bachelor’s degree.” a.m., p.m. Lowercase with periods and a space after numerals; always include the two digits for minutes, e.g., 3:00 p.m. CEO, CFO, CIO Chief Executive Officer, Chief Financial Officer, and Chief Information Officer; it is acceptable to use these abbreviations on first reference. e.g., i.e., etc. e.g. means “for example”; i.e. means “that is”; etc. means “and so forth”; lowercase with periods, followed by a comma and in parentheses; if not in parentheses, then spell out “for example,” “that is,” and “and so forth.” When ending a sentence with “etc.,” do not add a second period. Figure Abbreviate to “Fig.” when used in parentheses or in a caption and with a specific graphic or image.

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Marketing Communications Writing Guide

Version When used before a version number abbreviate to “v” lowercase, no period and no space before the number. Incorrect: Please refer to version five of the report. Correct: Please refer to v5 of the report. U.K., U.S. The United Kingdom consists of England, Northern Ireland, Scotland and Wales. The United States should not be confused with North America, which includes Canada and Mexico as well as countries in Central America, the Caribbean and the Gulf of Mexico. Use the full name when identifying the country and the abbreviation as an adjective. Incorrect: Technicians in the U.S. do not use United Kingdom measurements. Correct: Technicians in the United States do not use U.K. measurement.

6.2 Acronyms and Initialisms Acronyms are initials pronounced as words and require no article (e.g., NASDAQ, RADAR, and UNICEF). For most widely-known acronyms do not write out the full name (e.g., Radio Detection and Ranging for RADAR) unless addressing the definition or doing so is relevant to the context. An initialism is pronounced as a series of letters and requires an article when the full name takes one (e.g., an LED, the ATM, their URL), but not when the full name stands by itself (e.g., GE, HP, IBM). Do not write out the final word of an acronym or initialism (e.g., UNICEF fund, ATM machine, VA Administration) as the final letter already signifies the word.

6.3 Commonly Used GE Abbreviations A&R A&SP AAB AACE AAF ABD ABS ACE ACFC ACM ACO ACOE AGB ANZ APAF ASP AWO

Abandonment & Recovery Advertising & Sales Promotion Average Account Balance Advancement of Cost Engineering African American Forum – a GE affinity group Authorized Builder Distributor American Bureau of Shipping Advance Courses in Engineering At the Customer & For the Customer Asset Condition Monitoring Applied Cost of Output Acknowledgement of Conditions of Employment Accessory Gearbox — also called TAGB Australia & New Zealand region Asia Pacific American Forum – a GE affinity group Average Selling Price / Administrative Service Provider / Application Service Provider Action Workout — same as Lean Workout

BOM BOP BOS BPI

Bill of Materials Balance of Plant — holistic approach and development of plant design and operations Bill of Sale Business Process Integration

CAPA CBD CEC

Corrective Action & Preventive Action Corporate Benefits Delivery — a group that provides benefits information to GE employees Corporate Executive Council — a quarterly staff meeting held by the Chairman

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CFF CHP CI CID CMS CMU COB COD COE COMB COQ CPM CRF CSA CTQ CWC

Compressor Front Frame Combined Heat & Power Continuous Improvement or Continuous Integration Change in Design Content Management System Conversions, Modifications & Upgrades Close of Business — conclusion of business day or week Commercial Operating Date Center of Excellence Combustor Cost of Quality Contract Performance Manager —for CSA customers Compressor Rear Frame Contractual Service Agreement Critical to Quality — a measurement as viewed by the customer Customer Web Center

DLE DMP DOA DOD DPU DR DRM

Dry Low Emissions Combustor or System Direct Material Productivity Delegation of Authority Domestic Object Damage Defects per Unit — a measure typically tied to quality of shipped units Departure Record —for repair development Document & Records Management System

EDRM EHS EMS EOP EPC ERP ESN

Executive Deal Review Meeting / Electronic Documents & Records Management System Environment, Health & Safety Employee Management System External Operating Profit / Effect on Payroll / Engineering Operating Procedures / Engine Oil Pressure Engineering, Procurement & Construction — type of business often referred to as a partner or channel Enterprise Resource Planning Engine Serial Number

F/A FER FF FFP FM FMP FOD FPI FPQ

Final Assembly Field Event Report Front Frame Firm Fixed Price —for scope of project Fulfillment Manager Financial Management Program Foreign Object Damage Florescent Penetrant Inspection First Piece Qualification

G&O GB GBS GEHF GEK GELOT GEVN

Goals & Objectives — in most cases annually or semi-annually determined by employee and manager Gearbox Global Business Services — a GE business unit GE Hispanic Forum – a GE affinity group GE publication — with K prefix and section assigned to complete equipment data GE Leaders of Tomorrow – a GE affinity group GE Veterans Network – a GE affinity group

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Marketing Communications Writing Guide

GEWN GG GGO GLBTA GPB GPO GSCM GT

GE Women’s Network – a GE affinity group Gas Generator Global Growth Operations Gay, Lesbian, Bi-sexual, Transgender & Ally Alliance – a GE affinity group Growth Playbook — GE’s business strategy and long-term outlook process Global Projects Operation Global Supply Chain Management Gas Turbine

HC HCF HDR HPC HPCR HPCS HPT HPTR HPTS HRM HSI HSR

Health Care High Cycle Fatigue Hardware Design Review High Pressure Compressor High Pressure Compressor Rotor High Pressure Compressor Stator High Pressure Turbine High Pressure Turbine Rotor High Pressure Turbine Stator Human Resources Management/Manager Hot Section Inspection High-Speed Reciprocating Compressors — a GE business unit

I&C I&I IGB IGV IPA IPB IPT IPTR IPTS IRM ISO ITC ITO

Installation and Commissioning Illness and Injury Rate Inlet Gearbox Inlet Guide Vane (fixed) Internet Protocol Address / India Pale Ale (mmm) Illustrated Parts Book Intermediate Pressure Turbine — on the LMS100 Inlet Pressure Turbine Rotor Inlet Pressure Turbine Stator Information Rights Management / Industrial Repair Manual International Standards Organization International Trade Controls — also called Export Controls Inquiry to Order

L&S LLP LM LMTD LPC LPCR LPCS LPT LPTR LPTS

Lube and Scavenge (pump) Life Limited Parts Land and Marine Log Mean Temperature Difference Low Pressure Compressor Low Pressure Compressor Rotor Low Pressure Compressor Stator Low Pressure Turbine Low Pressure Turbine Rotor Low Pressure Turbine Stator

M&A Mergers & Acquisitions MLSP Main Lube and Scavenger (pump) MNDA Mutual Non-Disclosure Agreement

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Marketing Communications Writing Guide

MOC

Management of Change

NAP NCA NCR NGV NPI NPS

North America Packaging Non-Conformity Assessment Non Conformance Report Nozzle Guide Vane New Product Introduction Net Promoter Score — measure of customer loyalty

O&G O&M O&S OEM OH OSS OTM OTR

Oil & Gas Operations & Maintenance Organization & Staffing Original Equipment Manufacturer Overhaul On-Site Services / Outside Service / Outside Sales Oracle Transportation Management Order to Remittance

P&L PBCS PCB PFR PGS PGT PL PMT PO PPE PT

Profit & Loss (not Product Line) Product Baseline Compliance Specifications Product Control Board / Program Control Board Preliminary Findings Report — issued after Gate 1 with post-disassembly findings Power Generation Services Power Generation & Electrical Auxiliaries Product Line Product Management Team Purchase Order Power Plant Engineering Power Turbine

QMI QMS QPE

Quick Market Intelligence Quality Management System Quality Performance Evaluation

R1 R&D R&O RCA RFQ RM RM&D RQM RTS

Revision Stage of a Document, e.g., R1, R2, etc. Research and Development Risk & Opportunities (not RO) Root Cause Analysis Request for Quote Regional Manager Remote Monitoring and Diagnostics Regional Quality Manager Ready to Serve / Ready to Ship / Real Time Support / Repair Tracking System

S1N S2N S&L S&SP SAC SB

Stage One Nozzle Stage Two Nozzle Spirit & Letter — a booklet issued by GE about integrity policies Savings & Security Program — a matching savings program offered by GE Single Annular Combustor Service Bulletin

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Marketing Communications Writing Guide

SC SFM SL SM SPB SQE SSO STIG SUP

SupportCentral Shop Floor Manager — program to create bill of materials, shop routers, and work scope reports Service Letter Service Manager — primary service contact for transactional (non-CSA) customers Senior Professional Band Sourcing Quality Engineer / Supplier Quality Engineer Single Sign On — the universal username and password for GE systems Steam-Injected Gas Turbine Superseded Part

T&C T&L TAGB TAT TBC TCP TDI TMF TR&S TRF TTM TX

Terms & Conditions Travel & Living — usually associated with business-related expenses Transfer Accessory Gearbox — also called AGB Turnaround Time Thermal Barrier Coating Transactional Compliance Plan — identifies applicable TR&S requirements based on PBCS in country Tear Down and Inspect Turbine Mid Frame Technical Regulations & Specifications Turbine Rear Frame Time to Market Transactional Customer who has not signed a CSA

URL USB USMS UTC

Uniform Resource Locator Universal Serial Bus Utility System Management System Universal Time Coordinated

VBV VCP VIGV VMS VMS VOC VPP VSD VSV

Variable Bleed Valve Variable Cost Productivity Variable Inlet Guide Vanes Vehicle Management System Vibration Monitoring System Voice of the Customer Voluntary Protection Program Variable Speed Drive Variable Stator Vanes

WIP

Work in Progress

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7.0

Graphical Banner Guidelines Graphical banners for both email messages and MS Word documents are typically sized to 6.5 in. X 1.5 in. and should be JPG files. To achieve visual balance, align the top of the first line of brand architecture with the top of the cursive “GE” within the Monogram.

The margins of banners should have clear space equal to 17 pixels of the Monogram’s diameter.

  GE Power & Water R59 | G115 | B185 Distributed Power R157 | G186 | B220 (50% of Brand Blue)  

 

100% 

 

100% 

Space equal to 100% of the Monogram diameter 

 

Organization Announcement An optional solid color line approximately half the width of the clear margin space may appear across the bottom of the banner and should coordinate with the color of the Monogram used.

B59 | G115 | B185

The optional graphical element or photo must be spaced at least 100% of the Monogram’s diameter from the Monogram and no higher than the Monogram.

For additional information and guideline about branding, visit the GE Brand Central portal.

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Marketing Communications Writing Guide

8.0

Organization Announcement Format Organization announcements about new hires, promotions and changes in position are a routine and frequent occurrence, so it’s important that these communications are presented in a clear and consistent fashion. Create organization announcements in Microsoft Word with one inch margins, paragraph spacing 0 / 0, single line spacing. The organization announcement template can be downloaded from Aero Connection Point.

date [Inspira 11 point, black, right justified]

Business Unit [Inspira Bold 18 point, brand blue (R59/G115/B185), left justified] [single space] EMPLOYEE PHOTO HEIGHT = 1” LIGHT GRAY BORDER

Body of announcement – Paragraph 1: [Inspira 11 point, black, left justified to photo] I am pleased to announce that [name]… [Name (bold), job title (not bold), reporting to, effective date] [single space between each paragraph] Paragraph 2: [Responsibilities of new role]

Paragraph 3: [When employee joined GE, employment history, previous roles, accomplishments]

Paragraph 4: [Education, degrees, certifications, GE development programs — NOTE: Do not capitalize academic majors or fields of study; Do capitalize the names of GE development programs (e.g., Commercial Development Program); Do not write “BA” or “BS”, instead write “bachelor’s degree” (no caps) or “Bachelor of Science” (caps and without the term ‘degree’) ]

Paragraph 5: [Location where he or she will be based, family members] Paragraph 6: [Please join me in congratulating (name) on (his/her) new role.] Signature: [Inspira 11 point, black] [Name] [Job Title] [Business Unit] IMPORTANT: Always remember to include in the footer section the legal disclaimer below [Inspira Pitch 8 point]: This information, along with any applicable policies and procedures, applies to GE-related entities such as GE Packaged Power and GE Aero Energy.

 Please send questions, concerns or updates regarding this document to [email protected].

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