Writing Written communication is effective when the reader understands the meaning and intention. Clear and concise writing helps de昀椀ne the brand, increase credibility, and ful昀椀ll the purposes of the message. • Refrain from using “The” in front of True Play Therapy. • Follow Associated Press Style when applicable. • Stop and ask yourself if you really need an exclamation point (you don’t). • Communications should be fact based, not speculative or opinion. 15