Clear messaging not only helps audiences understand what you mean, it signals who you are. Along with what you say, how you say it, or tone of voice, helps establish a public perception. Tone can be critical during a PR crisis.
Schwa, a U.K.-based language and behavioral science agency, has The Tone Test, a tool that analyzes tone of voice via four categories:
- The basics: whether a company has a tone of voice, rather than a ‘woolly’ idea of one.
- Getting others involved from the start: the more people with input into a tone of voice, the better it’ll stick.
- Creating an internal program: run trainings, hold events, share examples of what a good tone looks like. Consistent reminders will help tone of voice stick.
- Measuring it: whether that’s fewer complaints or more happy customers, you need to prove it works.
After users answer questions related to the above, The Tone Test provides a diagnosis: 50+ percent is good, 70 percent or more is considered excellent. Companies below 50 percent receive advice and resources for improvement.
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