Our brand voice should be used alongside our visual identity. Every form of communication we use, from posters and flyers to emails, must be consistent in its use of language.

When we write copy:

• We are clear and concise. Avoid lengthy sentences, filled with ‘police jargon’ which carry no meaning to those outside of the Force. Use plain English, not business speak.
• We are genuine and caring. Consider the reader’s state of mind when writing. People may be in a heightened emotional state when they contact us. Our language should reflect that where needed.
• We address people directly. Use pointing words to show that we are close to our audience. You, we and I are good examples. We want to show we are engaged and connected with our audience’s needs.
• We use natural language. Write using words that people use when talking about their problems and when searching for information on the internet.
• We are inclusive. Our services are for everyone. Our content should be respectful, accurate and inclusive. Use gender-neutral text wherever possible: them, their, they.
• We use active voice. Active verbs make writing livelier, concise and more personal. For example: ‘The fight was stopped by the police’ becomes ‘The police stopped the fight’

Tone

Our tone can change depending on the context. Consider the situation and the emotional state of the user. Our tone could be authoritative and direct in one situation or reassuring and calm in another situation.

We are never rude or discriminatory.

We do not use judgemental language. For example, people do not suffer mental health problems, they experience mental health problems.

Speculation and your opinions

Speculation should never be responded to unless you are warning the public not to speculate on the website or social media sites: do not be drawn into the debate. If in doubt, contact Corporate Communications.

Personal opinions should not be aired: consider everything you post to be ‘on the record’.