An HR manager in a satellite office sends an email to employees about changes in building security stemming from a corporate office mandate. The tone of her email is hostile and employees feel like children being chided by a teacher. They didn’t do anything wrong but the email makes them feel that way by including warnings about things to avoid – all starting with “DO NOT…”

The tone of employee communications directly reflects the relationship an organization has with its employees. And in this case, the HR manager’s email indeed reflects the employer/employee relationship and a lack of established tone or voice of the corporate brand. (Turns out, we have never seen any evidence of an established brand voice for this company.)

Writing Tone

The tone of your communications piece is as vital as the content of the message. With so many different communication channels in the world today, including emails, memos, newsletters, social media posts, it’s easy for ideas and intentions to be misconstrued. If it can’t be shared with the world, don’t even put it in writing and send it out. Here are some helpful points to keep in mind. The tone of your business communications should be:

• Accurate – Review all statements and facts for accuracy before sharing them.
• Professional – Avoid personal remarks or inappropriate comments.
• Positive – Avoid disparaging remarks, negative comments and using ALL CAPS which often comes off as yelling.
• Polite – Don’t include rude requests or make demands. Treat others like you would want to be treated.
• Open – Be as open as you can be in your communications. Being vague or unclear can cause miscommunication or start rumors.
• Consistent – Sending mixed messages can make you appear disorganized or dishonest. If there’s a change in message content, it’s important to address the previous communications in your new piece.
• Clear – Jargon, slang and acronyms are okay if you are sure that your audience will understand your meaning.

Before you push the send or publish button, review the tone of your piece to make sure that it represents your intentions and is consistent with helping to build a compliant culture that achieves your company’s strategic priorities and objectives. Also, ask at least one colleague to review your piece before you send it.

Does your company have a distinct writing tone that reflects your brand’s characteristics? What steps does your company take to make sure communications reflect it?

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