Defining the language, tone and manner that staff should use in written online communications with customers.
A council must be authoritative yet approachable, regulatory yet flexible, definitive yet collaborative. These conflicts in how council staff communicate with staff are likely to be resolved by having more than one tone in their written and spoken communications.
At least the following three ‘institutional voices’ should be developed and defined:
- personal and personable
- authoritative
- official
The Connected City 