What is a PR Voice?
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A company’s PR voice is the distinct identity and style that it takes on while communicating with the target audience. The language used with the public, wording, stylistic choices, and personality attributes create a PR voice.
Having a distinct PR voice helps consumers to identify or connect with the brand a lot quicker because they get familiar with that identity, and as a result, develop better brand awareness.
The voice you attach to your PR strategies gives people an idea about who you are and what you stand for, even without always having to say it directly. It strengthens what you declare while adding to your brand’s authenticity.
“Your PR voice represents your brand, it gives readers an understanding of your company culture, and speaks of your core values.”
There are many ways a brand can represent itself in the eyes of its audience. When most people think about branding, their focus gravitates towards how a brand presents itself with visuals like design styles, colors, and fonts.
However, it’s more than that. In an industry where many organizations give service and product delivery in a similar line of work, PR professionals must build solid client relationships and establish a brand voice.
The Difference Between a PR Voice and Tone
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Although PR voice and tone are interrelated, there’s a clear difference between the two. Brand voice is centered around what is being said and remains consistent with the communications delivered.
On the other hand, PR tone focuses specifically on the message being said and what/how it sounds. Tone can be adjusted to suit the context and channel through which the message is being sent.
For example, how you compose messages about an email may differ from a social media post.
The brand voice and tone function differently, but they must work together to successfully send out the company’s messages.
Why Do You Need A PR Voice?
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Companies tend to overlook the brand’s voice forgetting its massive impact on brand growth. Customers tend to interact and do business with companies they know, like, and trust.
The prevalence and need for social media activity, especially in PR campaigns, has made having a voice become extremely important. It’s one of the best ways for a brand to stand out from the pool of competitors.
How to Establish a PR Voice?
Many people have already experienced a brand’s PR voice – take this example. We have seen companies that sell women’s accessories and products use language and examples appealing to women, or a sports company selling sports gear will use athletic language and examples.
Companies that discover and take on a distinctive PR voice have a much effortless time controlling marketing strategies that draw clients.
Step 1
Take a reference from the company’s mission and goal statement. That is where the companies values are reflected. Understanding this will act as the starting point in coming up with content suitable for various communication channels.
Step 2
After that, go over the companies content ( including its websites, blogs or social media, and more) to see if the tone matches the message.
Step 3
Next, study the target audience and get acquainted with their interests, how they communicate, and their preferences.
Step 4
Finally, incorporate your newly created content and use it across all channels that the company is using to reach out to its target audience, not forgetting the general public.
One thing that beats perfection is consistency. When potential customers read up something about your company that grabs their interest, they may do a quick google search or follow up on social media as a result.
If your brand voice isn’t consistent or authentic across these channels and others, potential clients may lose interest and move on.
The Importance of Brand Voice
Communication is critical, and to create lasting connections, the brand voice needs to be heard. Through creating a distinct brand voice and tone, your target audience can understand what you are all about.
Here are a few reasons why PR voice is crucial:
A Unique PR Voice Makes Your Brand Different
Using your unique PR voice in communication will help you differentiate your brand from competitors and make you stand out in public, leading to more coverage.
Building relationships with the audience makes customers instinctively recognize you; how you address and speak to them will impact their view of your brand.
A PR Voice Will Help You Gain Followers
PR Voice and tone, when used together, strengthen your brand appeal to consumers. By scrutinizing the responses received and encouraging ongoing conversation, you can identify the type of audience you’re actively engaging with.
Customers can only communicate openly when they are listened to and, in return, may bring in other prospective clients. You can improve brand voice and tone by listening to the way your community describes your brand and shares their experiences.
Note: Content distribution is a vital component for a successful PR program. Make sure you distribute your content to as many relevant channels as possible.
Getting the content to these outlets is essential, but you also need to give them a reason to share your content with their readers, viewers, and followers.
Final Note
An effective PR program has a voice that is strategic, creative and consistent communication. Your PR voice goes beyond what you say in your PR communications; it directly represents your brand’s personality, culture, and values. Keep in mind that what you communicate is essential, but how you voice it is equally crucial.
