Whilst being talked about is key to public relations, we really need to think about tone of voice used whilst we're talking.

Let’s get talking!

by | Mar 31, 2021

The only thing worse than being talked about is not being talked about.” – Oscar Wild.

Whilst being talked about is key to public relations, it’s really important to think about the tone of voice used whilst we’re talking.

Even in these tough times, it’s definitely acceptable to share your successes, wins and expansions. After all, it’s still news (assuming that it is news?!) and everything positive should be gratefully received by editors and journalists – there’s a lot of negative and stressful news out there right now, so anything positive should be considered for publication.

However, it’s vital to ensure that you use the right tone of voice to fit the mood. It’s not about what you say, it’s more about how you say it.

The tone of voice used sets the whole mood of the piece, it’s how the character of your organisation comes across in your words.

Survey results from hundreds of senior marketers, conducted by Phrasee and published in September 2020, have thrown the importance of the language used in marketing communications into the spotlight amid Covid-19. They say:

64% of marketers believe language is more important than ever in marketing communications

If you’re thinking of writing a blog or news release about how much your bottom line has increased in Covid, then it might not go down so well with editors and readers alike. It will also bring about negative PR for you and your firm.

However, using the right tone of voice to share your story might work well for you. For example, this is a news story that we released on behalf of client Hayman-Joyce. The current pandemic has resulted in people reassessing their lives and over past months, Hayman-Joyce have seen many people escaping towns and cities, favouring a new, less hectic life in the Cotswolds. As well as people buying in the area many are choosing to ‘try before they buy’ resulting in many enquiries from people wanting to escape to the country for a shorter term, whilst the current situation continues. All of this has made the lettings industry boom. In response, the team has expanded to meet the demand of people realising their dreams and we wanted to share their good news. However, we were mindful of the words and tone of voice we used.

This also demonstrates the speed at which interesting articles can be picked up by editors and journalists and how your company’s news can be newsworthy. If you have a minute or two, please read the full article below – with a breakdown of the news release format or click here to see it published in digital form.

LOGO: Client’s logo.

CONTACT: Your contact details in case the journalist or editor needs further information or clarification.

DATE: Timely news is the defining characteristic of news. We turned this around in 2 hours.

HEADLINE OR TITLE: Hayman-Joyce expand their lettings team to meet demand.

STANDFIRST OR THE DECK/SUBHEADER: Cotswold Estate Agents Hayman-Joyce have expanded their lettings team to meet the demand for rental properties in the Cotswolds.

INFO: Sue joined Hayman-Joyce at the end of 2020 and brings with her a wealth of experience in Residential Lettings and Property Management. Having worked in lettings for some 18 years, her experience covers all aspects of the letting and management of landlords’ property.

FURTHER INFO TO ADD TO THE STORY: In 2013 Sue completed her Level 4 qualification awarding her Fellow Member status of the Association of Residential Letting Agents. Sue lives locally with her husband Dick, daughter Izzy and their Springer Spaniel Maisie.  The family are very proud to have recently built a new oak framed, sustainable home together, having managed the project themselves.

QUOTE: Sue says “I am so pleased to have joined a fantastic team and look forward to helping to build on the already very established property management portfolio. I thrive on the special client focus, which I can see is the main drive for Hayman-Joyce, and look forward to a great future.”

EXTRA QUOTE TO ADD VALUE TO THE CLIENT: Tom Hayman-Joyce, Director, says: “I’m thrilled to welcome Sue to our Lettings Team. Sue has already made a wonderful impression on the team, our landlords and tenants alike. The rental market in the Cotswolds is growing exponentially and we have grown with it to ensure that we can not only meet demand but also exceed client-expectations.”



BOILERPLATE: To chat with Sue about lettings, call: 01608 653606.



Let’s get talking. Clearly, with passion and integrity. Give us a shout if we can help.

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