“Tone” describes the way a written document sounds as you read it to yourself. Tone can be formal or informal, complex or simple, professional or casual. It can be modern, old-fashioned, approachable, or remote. The styles of writing that TRCA uses most often are business, professional, scientific, and community-facing.
Using TRCA’s tone in your writing will help you take advantage of the strength and recognition of the brand to leverage action. It will also help build greater cohesion and consistency across all TRCA communications.
When choosing the tone of your writing, consider the five following points:
- Write with simplicity, efficiency, and energy. Be brief, but not choppy, ensuring every word, sentence, and paragraph contributes to one, overarching idea.
- More like: In 1979, TRCA acquired the century-old Palgrave Dam, one of the small dams within its jurisdiction, now retained purely to preserve the pond for its historic and heritage value.
- Less like: The Palgrave Dam and Pond was built in the 1850s. In 1979, TRCA acquired it and reconstructed it in 1983. Although no longer in operation as a mill dam, the dam has remained intact to preserve the pond for its local historical and heritage value.
- Be ambitious and creative in your writing. Look for new ways of expressing familiar ideas and find interest in your topic.
- More like: TRCA is committed to greening the environment to encourage long-term prosperity in the jurisdiction and foster global sustainability.
- Less like: TRCA works with its many partners and seeks out new opportunities to carry out initiatives.
- Write with precision. Make it clear when something is uncertain.
- More like: The new process can generate cost savings of up to 35 percent when implemented correctly.
- Less like: The new process generates cost savings of 35 percent.
- Avoid slang and jargon, and define acronyms and esoteric terms when their use is unavoidable.
- More like: Clear writing makes website content (for example, words and numbers) easier to understand.
- Less like: Systematic linguistic transparency aids user consumption of digital content.
- TRCA has a special purpose. In your writing, convey inspiration and pride for the organization.
- More like: An example of LEED design, the new TRCA head office is envisioned as a low-carbon wood and concrete hybrid system, which complements recent changes to the Ontario Building Code permitting wood-structured buildings.
- Less like: Scheduled to open for occupancy in 2021, construction has begun on TRCA’s new head office.