Communications

Voice

“Voice” is an organization’s unique personality or brand identity. It is the tone, style, and messaging an organization uses to communicate with both stakeholders and employees. Planning & Modal Program’s voice reflects Caltrans mission, vision, values, goals, and culture. Planning & Modal Program’s voice strives to be consistent across all communication channels, from outreach materials to stakeholder interactions.

Three keys to a strong and consistent voice:

Create a memorable brand identity that stakeholders easily recognize and relate to.

Build trust and loyalty with stakeholders to create a sense of reliability and dependability.

Improve communication and collaboration within Planning & Modal Programs to have a clear understanding of how to represent products and services with stakeholders.

Voice cont.

To develop Planning & Modal Programs’ voice, employees must:

• Clarify how the communication effort ties into Caltrans’ mission, vision, values, and goals

• Identify the target audience, and

• Determine the appropriate tone and style of communication.

Each step should involve input from stakeholders, including employees, management, and partners so the voice is authentic and resonates with the intended audience. By developing a clear and consistent voice, Planning & Modal Programs can build trust and improve communication and collaboration within Caltrans and our external partners.

Tone

Tone

“Tone” is the expressive quality of communication and language. It is the way Planning & Modal Programs conveys its message and interacts with its audience. Tone can range from formal and professional to casual and conversational, depending on the situation and audience.

It is important for Planning & Modal Programs to establish clear guidelines and training for employees on the appropriate tone to use in different situations. Planning & Modal Program’s tone should align with Caltrans’ mission, vision, values and goals. Per GOV 6219 , Planning & Modal Program documents should be written in “plain, straightforward language and avoid technical terms as much as possible.” Inconsistencies in tone can lead to confusion or mistrust among stakeholders and can damage Planning & Modal Programs’ and Caltrans’ reputations.

Tone cont. There are four different types of tone that Planning & Modal Programs’ employees may use in a business setting:

Formal and Professional: Used in more formal settings such as contract negotiations, official communications, or legal documents. This type of tone is serious, respectful, and authoritative. Formal language and proper grammaris required. The goal is to convey professionalism, competence, and reliability.

Conversational and Friendly: Used to create a relaxed and friendly atmosphere, such as in customer service or social situations. This type of tone is casual, empathetic, and informal. The goal is to create a sense of approachability, understanding, and relatability.

Authoritative and Instructional: Used to provide clear and concise instructions or guidance in a business setting, such as training manuals, policy writing, or other types of technical instruction. This type of tone is authoritative, instructional and uses clear and direct language. The goal is to convey a sense of expertise, confidence, and clarity.

4

Inspirational and Motivational: Used to inspire and motivate employees or customers, such as in staff meetings, presentations or speeches, or in outreach. This type of tone is positive, uplifting, and encouraging. The goal is to create a sense of excitement, inspiration, and motivation.