Tone

We speak in a way that articulates our ability to answer questions, communicate and educate community members on opportunities and issues in our City. Our tone is sincere, but no nonsense.

Language

We don’t use clichés, jargon or overly complex language. We write at a level that everyone can understand.

Voice

Our voice should be approachable and make readers feel confident in the information we communicate. We should be evaluating if the voice we are using can be understood by all constituents. Constituents should feel like their concerns are our priority.

The Right Voice for the Right Medium

Messages should vary based on the distribution channel. Messages for social media are shorter than print media. Adjust your message based on the channel to achieve maximum impact.

Human: Write like a living, breathing person, not a department or government entity. 

Friendly: The Northwest is known for being nice. Let’s not disappoint.

Honest:Transparency builds trust, so say it like it is. Don’t hide behind words.

Responsible:Yes we’re friendly, but we also get the job done. 

Copy Checklist 

• Is it short and sweet?  

• Is there background information that can be cut?  

• Is the language simple and understandable?  

• Is the message clear and engaging?  

• Can the reader actually use the info?  

• Is there a call to action or links for more info?