The written words that we use represent what Royal Holloway stands for and help us to engage positively with our audiences.
They should reflect and reaffirm the values of the University, and generate a sense of trust among our audiences by communicating authentically in a way that resonates with them.
Tone of voice is how we say things. It’s important because it helps people to get a ‘feel’ for what Royal Holloway stands for and what it’s like, or could be like, to be part of our community.
It’s as central to how we do things as the way we educate our students, work with research partners, deliver our wellbeing services and showcase our University at Open Days. Our values help us determine our tone of voice.
- Innovative: We use direct, active and motivating language.
- Daring: We speak with confidence and ambition, but not arrogance or judgement.
- Respectful: Our tone is inclusive. We are warm in tone, and clear in language. No-one should have to work hard to understand what we mean.
- Open: We are clear, jargon-free and transparent. We want people to engage with us, so our tone can be conversational. We are approachable; we imagine our audiences’ worlds and invite them into ours.
