Tone of voice
For informative content
Straightforward, factual, and easy to understand.
For service-oriented content
Clear, helpful, and solution-focused.
For news and announcements
Informative, timely, and engaging, use features like our ‘alert banners’ to make information stand out and scheduled if time sensitive.
For public engagement
Inclusive, encouraging participation, and open to feedback.
Language to avoid
Technical jargon
Use plain English that everyone can understand. Explain complex concepts concisely.
Acronyms and abbreviations
Define acronyms the first time they are used.
Negative language
Focus on solutions and positive outcomes.
Examples
Instead of
"Due to unforeseen circumstances, the bins will not be collected today."
Try: "We apologise for the inconvenience, but bin collection is delayed today and will be collected *insert date and time here*
Instead of
"Residents are hereby notified..."
Try: "We're letting you know..."
Instead of
"The council is committed to maximizing service efficiency."
Try: "We're always looking for ways to improve our services and make them easier to access for you."