Voice and tone

Brand message architecture

Empowering

  • RSNA equips radiologists with knowledge, tools and connections to advance their careers and the specialty.
  • RSNA offers efficient, user-friendly tools for busy radiologists.
  • RSNA celebrates its diverse community of members from around the world.
  • RSNA offers welcoming & proactive programs, services and resources that are actionable and personalized.

Inspiring

  • RSNA convenes radiology’s thought-leaders and sets a forward-looking tone from these important conversations.
  • RSNA shares a visionary viewpoint from radiology’s forefront.
  • RSNA works to make health care more equitable and inclusive for patients.
  • RSNA encourages innovation.

Credible

  • RSNA is a trusted organization, building on a longstanding tradition of excellence.
  • RSNA provides reliable, current and high-quality information.
  • RSNA is professional and warm.

Tone

Consider the context of the message when determining the proper tone. The writing style should be adapted to fit the member’s needs at the very moment they’re reading the content.

For example, a congratulations message should be positive, friendly and enthusiastic; an error or oversight message should be gentle, calm and serious.

Dimensions of tone:

We’d like RSNA’s tone to be serious, slightly casual, respectful and more enthusiastic. RSNA’s tone is not funny, rigidly formal, irreverent or dry and matter of fact.

This will help us empower our members and make their lives easier/better. RSNA will also be seen as personable and inspiring about its membership, programs and services. 

Voice

RSNA’s voice is what makes all our communications sound like they came from the same place. Our voice should be appropriate for the industry and should reflect RSNA’s organizational values and identity. A brand’s voice is an honest reflection of the people behind the organization and it should be shaped by our purpose and audience expectations.

Our voice is:

  • Professional but not formal
  • Inspiring but not sentimental
  • Efficient but warm
  • Active, not passive
  • Respectful but not fawning
  • Knowledgeable, confident but not arrogant
  • Offers possible solutions without over-promising or being prescriptive
  • Forward-looking while understanding radiologists’ current challenges and appreciative of the past

Here’s an example of how imperative tone and active voice are used: 

"Explore an interactive showcase…” versus “An interactive showcase lets you start exploring...”

When writing for RSNA, position the speaker as having these characteristics:

  • Open and engaging 
  • Professional
  • Offers solutions 
  • Efficient 
  • Knowledgeable 
  • Understanding partner 
  • Forward-looking 
  • Inspiring