With virtual and hybrid being the most popular forms of events currently, event planners everywhere have been putting in countless hours trying to perfect these kinds of meetings and events. But one thing that may have seemed minor for live events is imperative for virtual and hybrid: communications. One of the most important aspects of your communications plans is establishing your voice. Wondering how you can create a compelling event voice for your next virtual or hybrid meeting? Read on to learn how you can set the tone at your next event.
When establishing an event voice, take time to review your client’s or company’s brand and promises. Think about this: “If this company were a person, how would they sound?”
As you’re building out scripts, considering your website language, and developing communication materials, we’ve found that clients have vastly different takes on voice and language. Are they playful? Polite? Professional? Understand the mood of the audience and what is foremost in their minds, and know what the top takeaways are that you want them to go home with. The key is consistency. The messaging, tone, and design of the program must stay the same throughout the event, including all pre- and post-event communications. We cannot expect our audience to take messages to heart if we make those messages difficult to pinpoint in the first place.
For example, at Bishop-McCann, we write playfully to demonstrate our mission—to create JOY—and the joy we bring to our work. We prefer straightforward language and don’t take ourselves too seriously. Our voice is playful, concise, and without industry jargon. We have guidelines on tense, point of view, voice, the oxford comma, and even how we approach the spelling of on site. (On-site? Onsite?)
The point is, take action with your clients and ask these questions upfront. Ask for branding guidelines and writing style guides. Turn high-level corporate strategy and corporate messaging into program execution that everyone can be proud of. We’ve been in the business long enough to understand that audiences no longer expect to be spoken “to”; they want to be spoken “with.” Introduce thematic and brand-consistent elements into every component of your event: registration, general sessions, breakouts, and anywhere you have a touchpoint with the audience. The goal is always to create a full experience with a distinctive character that permeates the entire program.