The Delta Media P.R. Clinic

Refine your association’s voice

By Bernard Gauthier, MA

In a world where all organizations have to compete for the attention and support of audiences, the question of how an organization says what it needs to say takes on a whole new level of importance. We call it the organization’s “voice” and I think it’s a quality all association executives should review and think about as they prepare their messages.

Voice emerges from the steady flow of messages that emanate from your organization. It lives in your website, your letters, your media releases, ads and speeches. Slowly, your organization assumes a certain voice and, whether intentional or not, that voice shapes your audiences’ perceptions. So take a moment to gather some of the messages your organization has sent and ask yourself if your organization’s voice is:

Active or passive? Organizations that write in the active voice (“The President delivered a speech”) create the impression of taking charge and getting things done. The passive voice (“A speech was delivered by the President.”) creates the opposite impression.

Personal or impersonal? Some organizations are confident enough and close enough to their audiences to use personal pronouns. They address members as “you” and speak of the association as “we.” This voice draws your audiences closer and strengthens their relationship with your association.

Static or dynamic? A dynamic voice is all about verbs. The messages stress that leaders managed, experts delivered courses, and businesses forged new partnerships. A static voice sticks to nouns like management and delivery.

Colourful or monochromatic? A colourful voice gets attention by making rich use of visuals, colour, metaphors and other poetic devices. It’s a powerful voice that dares to express strong positions, emotions and values rather than sticking merely to facts and figures. Explaining that “79% of members are in agreement” is one thing; describing them as “shoulder to shoulder, determined to defend the interests of the public” is quite another.

Outputs or outcomes? A voice focused on outputs talks about the organization and what it pushes out the door in terms of policies, programs and products. A voice focused on outcomes looks beyond the organization to connect with audiences and describe how those policies, programs and products will change their lives for the better. That you developed a new course is nice. That this course will save members time and open up new opportunities for them is what really matters.

The final question, of course, is whether the voice your association has adopted is the voice that will best connect with your audiences. If it isn’t, you may find that your efforts to say all the right things are simply not getting through and achieving their goals.

If you decide to change the organization’s voice, be prepared for some resistance. Work gradually and give your staff, volunteers and audiences time to get used to the new way you say all the right things.

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