Narrative - using first, second, and third person pronouns
Where possible, we refer to UCAS in the first person:
We aim to help students make informed choices about higher education, guiding them, their parents and advisers through the application process.
We use second person when directing the text at a specific audience:
We aim to help you make informed choices about higher education.
We aim to help your son or daughter make informed choices about higher education.
We use third person when referring to more than one audience:
We aim to help students make informed choices about higher education, guiding them, their parents and advisers through the application process.
Singular or plural form of the verb
When an organisation is used in the third person, for example UCAS, the organisation or the Company, it takes the singular form.
UCAS is responsible for managing applications for higher education courses.
The plural form of the verb is only used when we refer to the organisation in the first person.
We are responsible for managing applications for higher education courses.