1.18 Tone
What is tone?
Tone can be broadly defined as the overall impression that a message’s receiver captures from a particular communication.
In visual, oral communications contexts such as in person or virtual discussions, meetings, or presentations, tone is signaled through vocal inflections, body language, and word choice.
In written communication, tone is signalled through word choice, sentence structure, and content included in the message.
What is an appropriate tone in business contexts?
A variety of tones are suitable for business contexts. Which tone to use is determined by analyzing the audience and purpose of an intended communication. The selected tone should remain fairly consistent throughout the message.
Tone for routine business communications
For routine business communications such as internal or external emails, a conversational, polite, and concise tone is suitable.
To achieve a conversational tone, keep the following in mind.
- Use correct grammar and punctuation (contractions such as I’ll or won’t are acceptable).
- Include a variety of sentence types.
- Keep sentences to a manageable length (25 words or less or 1-3 clauses per sentence).
- Use plain language (avoid slang, legalese, or outdated language).
- Use inclusive language when possible.
- Use professional jargon only if the audience understands it.
Word Choice
Linguists differentiate between two types of language: denotative and connotative.
A word’s denotation is its literal meaning. In other words, it is the dictionary definition of a word.
A word’s connotation is the associated meaning of a word that can trigger either positive or negative emotional responses.
The word unskilled, as in unskilled labourer, for example is a fairly neutral word that is used in English to differentiate labourers who possess certain skills from general labourers.
Look at some synonyms for unskilled. Can you see that each word imparts a different connotation?
amateur, amateurish, dilettante, dilettantish, inexperienced, inexpert, nonprofessional, unprofessional, incapable, untrained
Details on polite and positive language
Business communications include making requests, giving directives, providing feedback, and negating issues. In such contexts politeness plays an important role.
Requests
To make a request, use please. Also include a reason for your request if possible.
Examples of Polite Requests
Please provide me with access to the costing files so that I can include the information in my budget projections.
Please sign and send the approved specs to the renovation team so that they can begin work.
Directives
To give directives, use the infinitive and state the benefit.
Examples of Directives
To access your account, please enter your PIN number.
To ensure that you are allotted your preferred vacation days, complete the attached form by Thursday.
Feedback
To provide constructive feedback use balanced, precise language. Avoid emotive, blaming language.
- You neglected to turn off the warming oven when you left yesterday. (emotive, blaming)
Examples of Balanced, Precise Language in Feedback
Please remember to turn off the warming oven before you leave everyday.
The warming ovens should be turned off before you leave everyday.
Inclusivity
To maintain a positive rapport with colleagues, use reader-centred language when possible.
| Writer-centred language | I oiled the stamping machine, I recalibrated the command, and assembled the materials for input; Lillian helped me. | I am hosting a luncheon at the Carlton Ritz on June 15 at noon, and I am inviting all sales representatives to attend. |
|---|---|---|
| Reader-centred language | Lillian and I oiled the stamping machine, recalibrated the command, and assembled the materials for input. | As a sales representative, you are invited to a luncheon at the Carlton Ritz on June 15 at noon. |
Positive Language
Use positive language when possible.
| Negative language | You cannot receive a refund unless you provide a proof of purchase receipt. | Do not enter through this door. | If I don’t get your product analysis report today, I won’t be able to continue my work. |
|---|---|---|---|
| Positive language | You will receive your refund once you provide a proof of purchase receipt. | Please enter from the front door. | Please provide me with your product analysis report today so that I can continue working on the project. |
Slang or Jargon
Avoid slang and overuse of jargon.
| Slang or jargon | If you select our ergonomic chair, you’ll get more bang for your buck. | Our renovation cost a chunk of change; it, nevertheless, improved energy consumption. |
|---|---|---|
| Plain language | If you select our ergonomic chair, you’ll get more value for your money. | Our renovation was costly; it, nevertheless, improved energy consumption. |
Be Confident
When making a request, do not overuse words and phrases such as “please, sorry to trouble you, I know you’re busy”.
| Tentative | I know that you are very busy. Nevertheless, could you please review the adjustment to our marketing proposal. Sorry for the trouble; it’s on page 4. | Some of you will undoubtedly be unhappy about the change. From now on all employees will have to use a dual authentication system to log onto their work stations. Sorry for the inconvenience, but we are doing this to prevent a cyber attack. |
|---|---|---|
| Confident | When you have a minute, please review the page-four adjustment to our marketing proposal. | To help prevent against cyber security attacks, all employees will now use a dual authentication system when logging on to their work stations. |