Skip to content

Internal Comms Tone & Voice

Understanding Archetypes in Communication

Section titled “Understanding Archetypes in Communication”

Effective communication relies on consistent personality and voice that audiences can recognize and trust. Carl Jung’s theory of 12 universal archetypes provides a framework for developing this consistency. These archetypes represent fundamental human motivations and behaviors that resonate across cultures and contexts.

Why the Citizen Archetype for Internal Communications?

Section titled “Why the Citizen Archetype for Internal Communications?”

The Citizen (also known as Everyman) archetype is particularly powerful for internal organizational communication because it embodies the core values essential for building trust and community within a workplace.

  1. Creates Belonging and Inclusion

    The Citizen archetype speaks to our fundamental need to belong to something meaningful. In internal communications, this translates to messages that make every team member feel valued and included, regardless of their role, location, or tenure.

  2. Builds Trust Through Relatability

    Unlike authoritative archetypes (Ruler) or visionary ones (Magician), the Citizen speaks as an equal among peers. This creates trust because the communication feels genuine and non-manipulative.

  3. Emphasizes Collective Success

    The Citizen archetype naturally focuses on “we” rather than “I” or “they.” This reinforces that organizational success depends on everyone working together toward shared goals.

  4. Balances Stability with Progress

    Internal communications must often balance the need for change with the desire for stability. The Citizen archetype can advocate for necessary changes while providing reassurance about core values and commitments.

  5. Resonates Across Cultures

    For a global organization like WRI, the Citizen archetype’s emphasis on universal human needs—belonging, fairness, mutual support—transcends cultural differences more effectively than more culturally specific archetypes.

Using one voice helps our communications remain consistent and recognizable. These guidelines are an overview of how to speak in this voice, which we call the “Citizen”.

The Citizen Sounds Like… But Not…

Section titled “The Citizen Sounds Like… But Not…”

Understanding our voice through contrast helps ensure consistent, appropriate communication that builds trust and connection.

  1. Steadfast but not antiquated

    • “We’re committed to keeping you informed throughout this process”
    • “You can count on receiving these updates every month”
    • “Our approach has been consistent and will continue to be”

  2. Professional but approachable

    • “Let’s walk through what this means for your day-to-day work”
    • “We know this might raise questions, so here’s what we’re thinking”
    • “If something isn’t clear, just reach out to us”

  3. Smart but not arrogant

    • “Based on what we’ve learned, here’s our recommended approach”
    • “This solution addresses the challenges we’ve been hearing about”
    • “We’ve done our research, and here’s what makes sense”

  4. Confident but not presumptuous

    • “We’re moving forward with this plan based on your feedback”
    • “This approach aligns with what we’ve heard from teams”
    • “We believe this will address the concerns you’ve raised”

  5. Helpful but not condescending

    • “Here are some resources that might be useful”
    • “We’re here to support you through this transition”
    • “Let us know how we can help make this easier”

  6. Inclusive but not generic

    • “Whether you’re based in DC, São Paulo, or Jakarta, this affects us all”
    • “We recognize that different teams may experience this differently”
    • “Each region brings valuable perspectives to this challenge”

Core Voice Characteristics

Section titled “Core Voice Characteristics”

Our communications should embody these core values in every message:

  1. Reliable and Trustworthy

    Build trust through consistency and follow-through.

  2. Inclusive and Respectful

    Create a sense of belonging for our global community.

  3. Practical and Solution-Focused

    Deliver actionable information that helps people do their jobs.

  4. Honest and Transparent

    Build credibility through openness about both successes and challenges.

Style Tips for Citizen Voice

Section titled “Style Tips for Citizen Voice”

In addition to the Style Book guidance, think about the following as you write.

  1. Eliminate Development Jargon

    Write as if you’re communicating with a professional from another field. Avoid all jargon, especially “consultant-speak.”

    • “We’ll help you implement this change” (not “facilitate operationalization”)
    • “Let’s improve our approach” (not “optimize our strategic framework”)
    • “We’re working together on this” (not “leveraging cross-functional synergies”)

  2. Use Simple, Direct Language

    If you can say something with fewer words or simpler words with the same meaning, do so.

  3. Avoid Aggrandizing Adverbs

    Be careful with adverbs that try to make things sound more impressive. Often removing them makes writing more direct and trustworthy.

    • “Extremely important” → “Important”
    • “Highly effective” → “Effective”
    • “Very excited” → “Pleased” or “Ready”
    • “Incredibly valuable” → “Valuable”
    • “Absolutely essential” → “Essential”

  4. Use Active Voice

    Express ownership over what we say, do, and have done. Use passive voice only when active would sound very awkward.

    • “We are implementing new policies”
    • “The team completed the project”
    • “Our research shows…”
    • “We learned valuable lessons”

  5. Help the Reader

    Vary sentence lengths and structures. Avoid the temptation to add more words, even if they sound clever.

  6. Don’t Avoid Contractions

    Contractions sound clearer and more trustworthy than formal alternatives.

    • “We don’t expect any major issues”
    • “You won’t need to change your current process”
    • “It’s important to understand…”
    • “We’re committed to transparency”

  7. Edit Your Own Writing

Quality Check Framework

Section titled “Quality Check Framework”

Before sending any communication, use this checklist to ensure it reflects our Citizen voice:

  1. Voice Alignment Check

    • Does this sound steadfast but not antiquated?
    • Is it professional but approachable?
    • Does it come across as smart but not arrogant?
    • Is it confident but not presumptuous?

  2. Content Quality Check

    • Have I eliminated jargon and consultant-speak?
    • Am I using simple, direct language?
    • Have I removed unnecessary adverbs?
    • Am I using active voice where possible?

  3. Reader Experience Check

    • Would all team members feel included?
    • Are next steps clear and actionable?
    • Have I varied sentence lengths for readability?
    • Does this strengthen our shared goals?

  4. Final Polish

    • Have I read this aloud?
    • Has someone else reviewed it for errors?
    • Does this feel dependable and trustworthy?

Resources and Support

Section titled “Resources and Support”