Almost everyone thinks they’re a good driver. It’s a bit the same with English. Everyone – OK, not everyone – but many people think they can write well. But – there’s a hell of a difference between putting one word in front of another and writing in a way that’s clear, concise and compelling.

PR is all about managing the reputation of your business. In particular it’s how you communicate with the public, promote your business and ultimately build a positive reputation for you and your brand. It affects all aspects of your business, from the way your team communicates with customers, the messages you send out on social media, the tone of voice you use in your press releases and marketing materials.

“People buy from people”. I’m not sure whom to credit with that often-used business adage, but it has certainly held true for as long as sales have happened. It strikes to the very heart of the sales transaction. That a contract has been entered into between two parties, both of whom have a vested interested in the product or service concerned.

So…what is your tone of voice? In its simplest form, it is how you sound to others. It’s how you talk to people online, in meetings, pitches, over the phone, in your literature, on packaging – basically everywhere!

Whilst you might think this is a reasonable thing to do and save money while sales revenue is a little scarce, scaling back on your marketing completely is not recommended, after all what’s a business with great people, products or services if no one knows about it?