44’s Bryan Jones suggests a five-step framework for making sure you get your tone of voice right when the going gets tough…
We all use a different tone of voice for different occasions. The way you express yourself when you’re cheering your child on at sports day won’t be the same as the soothing tones you employ when they trip over and bump their knee.
Just imagine the looks you’d get from the other parents if you mixed them up.
So we need to be similarly aware of the way we’re communicating when times are tough in business.
Nailing that tone of voice is something companies up and down the country have been grappling with as they talk to their employees during the most stressful of times – especially when the vital messages are coming at arm’s length via email or a company intranet.
Tailoring your tone of voice
Getting tone right isn’t an exact science. It’s easy to get it wrong – even when you’re saying all the right things.
I heard someone talking about the brilliant email they received from a boss looking forward to people gradually returning to work after such a long absence.
It didn’t have the effect the upbeat boss was hoping for.
“What did she think I’d been doing for the past six months?” was the unfortunate reaction. “Have I been sitting on my backside doing nothing? Or have I been working 10-hour days at my makeshift desk in the bedroom while simultaneously trying to home-school three reluctant and increasingly bolshie children?”
Oops.
So how do you get it right? Here’s my five step guide:
1. Be reassuring
The last thing a person wants to hear when they’re feeling anxious is someone telling them they’re in the middle of a crisis and they just have to suck it up and get on with things. Make sure your communications emphasise that things are under control and plans are being made for the future.
2. Be sympathetic
Make sure you tell your people you know they are going through difficult times, and you understand why they are anxious, worried or struggling to cope. Each person has their own issues in difficult times. Don’t underestimate how bad they may be feeling. And if you’re thinking of posting something funny or cute, think carefully first about how it might land.
3. Be positive
We’re constantly striving to make sure internal comms go out with as positive a message as possible. In terms of tone of voice, that’s often about making sure you’re not appearing to lecture people about what they should or shouldn’t be doing. Make sure your posts are more about the glass being half full, rather than half empty.
4. Be honest
Some of the most reassuring comms are personal messages from people talking honestly about their feelings and experiences. One of the most well-received posts I saw in the middle of lockdown was from a well-respected manager confessing that her bold attempts to be Superwoman had started to take their toll, and she was struggling to cope. It gave everyone the space to feel safe with their own perceived failings.
5. Be helpful
We should always try to be helpful with our posts – but in times of crisis it’s even more important to give employees stuff they really need in language they really understand. Regular updates, which are, of course, reassuring, sympathetic, positive and honest can be the most helpful posts of all.
Good luck for the future. Let’s hope we all get through this current crisis as wiser, more understanding human beings.
How have your lockdown comms been received?
We hope this blog was helpful! If you want to hear from more of our team, give us a call or drop us an email and we can talk about how you can ensure your internal comms hit the sweet spot.
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