Tonality Best Practices
Successful communication is more than what we say — it’s also how we say it. As such, maintaining our organizational tone of voice is essential in expressing our vision “Health for all. Hunger for none.”
Tone
We’re professional, relatable and empathetic. We value connecting with people and approaching them as peers.
Voice
To successfully build connections with our audiences, our voice should be bold, inspiring and—above all—human.
Humor & Wit
Humor & wit are very human components that can captivate and connect audiences, while still delivering a relevant message.
- It makes our brand more authentic and human
- It could be a useful tool to deliver a strong message
- Funny content spreads
- Everybody likes to laugh
- It shows that we don't take ourselves too seriously
Guidelines
As Bayer, we need to ensure that we always communicate in line with our values, especially when employing humor and wit in our interactions. As a general best practice, this includes avoiding:
- Stereotypes
- Generalizations
- Name-calling
- Insults
- Profanity
When to Use Humor & Wit?
- In response to a consumer who demonstrates a willingness through their posts or tags
- As a means to break the ice, where relevant
- To emphasize the importance of critical topics or relevant issues for our divisions
- To empathize with human emotion
- As a strategic distancing tool for a PR crisis
Tonality By Channel
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Tone Be professional but relatable, using active voice and avoiding jargon. Encourage the exchange of ideas/thoughts. Employ empathetic language to help humanize our company. Speak to everyone as intellectual peers
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Community Engagement
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Mentions Tag collaborators, partners or individuals mentioned in a specific post if he/she/they are active on LinkedIn.
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Tone
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Community Engagement
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Mentions Tag collaborators, partners or individuals mentioned in specific post or story content if he/she/they are active on Twitter.
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Tone
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Community Engagement
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Mentions
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Tone
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Community Engagement
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Mentions Tag organizational collaborators mentioned in specific post or story/content, but do not tag individuals
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Tone
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Don't Use Humor and Wit
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Tone
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Don't Use Humor and Wit
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Tone
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Don't Use Humor and Wit
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You May Also Be Interested In:
Bayer Community Engagement Guidelines
The Community Engagement Virtual Team