Your brand’s PR voice is more than just the words you use—it’s the personality, tone, and values your business communicates to the public. Whether you’re writing a press release, posting on social media, or handling a crisis, your PR voice helps build trust, shape perception, and connect with your audience.
Here’s how to define your PR voice in 10 clear, strategic steps:
1. Understand Your Brand Identity
Before you can define your voice, you need to understand who you are as a brand. Ask questions like:
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What are your core values?
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What is your mission and vision?
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What does your brand promise to deliver?
Knowing your brand inside-out is the foundation of an authentic PR voice.
2. Know Your Target Audience
Your PR voice should resonate with the people you’re trying to reach. Define your ideal customer personas by demographics, pain points, values, and communication preferences. Are they looking for expertise, empathy, humor, or professionalism?
3. Audit Your Existing Communications
Review past press releases, social media posts, website copy, and customer interactions. Look for consistency (or lack of it) in tone, language, and message. This audit helps you identify what’s working and what needs refining.
4. Analyze Your Competitors’ PR Voice
Study how other brands in your industry communicate with the public. What tone do they use? What makes them effective—or not? Use this research to differentiate your voice while staying relevant.
5. Define Key Brand Voice Attributes
Choose 3–5 core adjectives that describe your desired PR voice. For example:
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Confident
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Friendly
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Authoritative
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Approachable
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Informative
Be specific. “Friendly” might mean casual and warm, while “authoritative” implies expertise without arrogance.
6. Develop Voice Guidelines
Document how your PR voice should sound in different scenarios. Include:
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Do’s and don’ts
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Tone adjustments (e.g., more formal in press releases, more casual on social media)
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Word choices or phrases that align with your brand
This becomes your brand voice guide for consistency across all channels.
7. Adapt for Different Platforms
Your voice should remain consistent but flexible. Tailor your tone for each platform:
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Press releases: Professional and concise
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Social media: Conversational and engaging
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Email campaigns: Personalized and informative
Adapt without losing your brand’s core personality.
8. Train Your Team
Ensure everyone from PR reps to content creators understands and uses your brand’s voice. Provide training and easy-to-follow documentation so that your message stays consistent regardless of who’s speaking.
9. Test and Get Feedback
Run A/B tests on your messaging and ask for feedback from customers or internal stakeholders. Find out what resonates and refine your approach accordingly.
10. Review and Update Regularly
As your brand grows and markets evolve, revisit your PR voice strategy. Stay current with trends while staying true to your brand’s core identity.
Defining your brand’s PR voice isn’t a one-time task—it’s an evolving process. When done right, it enhances brand recognition, improves public trust, and makes your communications more impactful.