Bite Size Comms

My Chambers Dictionary defines it as “The manner of writing, mode of expressing thought in language or of expression, execution, action or bearing generally”. In a social media age that promotes authenticity over consistency, organisational style appears to be going out of fashion. Or is it?

When writing, I often refer to the BBC News Style Guide. I set it up as an app on my iPad to make it easier to use. I also have Grammarly running on all my devices. However, I reject nearly half of its suggestions, as it wants to insert typical AI-style elements, such as double ems everywhere, and fancy words like ‘utilise’ instead of ‘use’. I may consider cancelling my premium Grammarly subscription because it attempts to replace my personal style with a sterile version. The BBC style guide is better, although it is not as convenient when one needs to look up individual entries. And if you are British, it is a good fallback against the Americanisms that many apps and software suggest.

A strong reason why every organisation should have their own style guide is that the way an organisation communicates can be as important as what it communicates. A style guide establishes consistency, clarity, and professionalism in all external and internal messages. When team members follow the same guidelines, the organisation conveys a cohesive identity and earns the trust of its audience. 

A well-implemented style guide ensures all communication aligns with the organisation’s voice and messaging, eliminating confusion and discrepancies across departments and content formats. Whether an employee is drafting a press release, a social media update, or an internal newsletter, style guides ensure every piece of content reflects the organisation’s values. This consistency is essential for building audience trust. Fragmented or conflicting messages create confusion and diminish credibility; unified communication demonstrates professionalism and reliability. Style guides can help to prevent avoidable and costly mistakes. They address commonly disputed language or formatting questions before they become issues, reducing errors and saving time in review and approval processes. This streamlined workflow fosters efficiency and empowers teams — especially when working with freelancers or external agencies — to consistently hit the right tone.

Good. So what should a style guide cover? A practical public relations/communications style guide should cover visual and written standards to present a unified organisational identity. Essential elements typically include:

• Organisational Voice and Tone: Define how the organisation “sounds” in communications. Is the tone friendly, authoritative, formal, or casual? Should the voice adapt for different contexts (such as social media versus formal reports)?

• Grammar, Spelling, and Punctuation: Set rules for preferred spelling (British or American English), punctuation practices (such as use of the Oxford comma), what words should start with a capital letter, and grammar pointers to maintain clarity and avoid ambiguity.

• Terminology and Jargon: Include a glossary of approved terminology, brand-specific phrases, and guidelines for industry jargon, ensuring all communicators use consistent language.

• Formatting and Style Preferences: Specify style conventions for numbers, dates, headlines, lists, bullet points, and hyperlinks for written and digital content.

• Visual Identity Guidelines: Outline standards for logo usage, brand colours, typography, and imagery to maintain consistent visual branding across all channels.

• Content Structure: Provide templates or instructions for preparing press releases, blog posts, newsletters, presentations, or emails to ensure uniform structure and flow.

• GenAI policy: State when and how GenAI may be used to create written, audio or visual content.

• Approval Processes: Clarify who is responsible for reviewing and approving communications to preserve quality and compliance with the guide.

The advantages of a style guide extend far beyond branding. Internally, these documents save significant time by clarifying basic decisions and automating responses to common questions. This is especially valuable during staff turnover or when bringing new team members or agencies on board. Externally, a style guide conveys a stable and consistent personality to customers, media, and stakeholders, directly supporting a positive reputation and strong audience relationships.

Style guides also facilitate rapid response in crises, ensuring that all spokespeople and communicators stay on-message and minimise risk from ad hoc or inconsistent language.

For a style guide to remain effective, it must be a living document that is regularly reviewed and is responsive to evolving channels, products, and audience expectations. Accessible digital versions make it easy to keep everyone aligned. Organisations that treat their guide as a core asset, rather than a static manual, will be best equipped for long-term communication success.

[Image of clothes on a hanger by Alyssa Strohmann on Unsplash]