Tone and voice

Communication is at the core of what we do. Ensuring that our tone and voice is consistent across all touch points is key for establishing trust with our audience.

The Conversation

Overview

Our tone and voice guidelines reflect our editorial values and key qualities.

Do
  • Stick to factual, evidence-based claims
  • Keep the language simple and approachable, yet professional
  • Frame things around how readers benefit from expert insights
  • Prioritise clarity and break down complex ideas into accessible language
Don't
  • Use clickbait or sensational language
  • Overpromise or make unsupported claims
  • Use marketing tricks and manipulation
  • Assume prior knowledge
  • Overuse academic jargon, even when quoting researchers

Key qualities

Our tone is built on three foundational qualities that guide all our communication.

Informed

Ground your content in facts. Each piece should reflect a well-researched, knowledgeable stance. The reader should feel confident that the information is reliable.

Accessible

Avoid overly technical or academic language. Write in a way that an informed, non-specialist audience can easily understand. Simplify complex ideas without oversimplifying.

Engaging

Although the tone is professional, it should never feel distant or cold. Strive for an engaging conversational style that invites readers to explore more, encouraging curiosity.

Writing style

Evidence-based

Communication materials should adopt an evidence-driven style. Just like The Conversation's articles, claims in our copy should be backed up by data or references where applicable. Even in shorter marketing content, avoid making grand statements without offering rationale or support.

When using data or facts, always cite the source (for example, Reader Survey, Google Analytics or Overton).

"The Conversation provides research-backed journalism, rated as a top source for evidence-based content by NewsGuard
Do
"The Conversation is the most trusted source for research-backed journalism."
Don't

Neutral, yet compelling

In our communication we can be more informal and colloquial than editorial. Using a human, first person voice can be a compelling way to engage people to act. However, we should be careful not to stray too far though, it must be clearly from the same brand, same voice, to be trustworthy. While marketing copy typically aims to persuade, it's important to avoid the hard sell. Instead of emotive exaggeration, draw people in with solid, clear facts that speak for themselves.

"Our platform connects readers to trustworthy research from experts around the world."
Do
"Our platform is the best for reliable information."
Don't

Clarity above all

Keep sentences short and easy to read. Complex information should be broken down into digestible chunks, using subheadings, bullet points, and concise paragraphs.

"In a world full of misinformation, reliable sources are essential. That's where The Conversation stands out."
Do
"Given the multitude of global challenges we face, it's never been more crucial to seek out reliable information sources in an environment increasingly polluted with misinformation and disinformation."
Don't

Key messaging

Mission and values

The core message should always reflect the mission of The Conversation: to democratise knowledge by making research freely accessible to the public. Emphasise how the organisation bridges the gap between academia and the general public.

The Conversation helps make academic research accessible and understandable for everyone.
We give a voice to researchers, allowing the public to make informed decisions.
For consistency, highlight unique value propositions in all messaging, eg: "our free newsletter"

Engagement with experts

Always highlight that our articles are written by academic experts. This reinforces the authority and trustworthiness of the brand.

Articles on The Conversation are authored by scholars, ensuring readers have direct access to the latest expert knowledge.
We collaborate with researchers to offer clear, insightful perspectives on the issues that matter.

Transparency and editorial independence

Transparency is a key pillar. Emphasise that the content is free of corporate influence and driven by an editorial commitment to neutrality and facts.

Our content is free from political or corporate bias—written by experts, fact-checked by editors.
The Conversation operates with editorial independence, ensuring content is factually accurate and unbiased.

Subject lines and calls to action

Avoid clickbait and hyperbole. The line should reflect the content, inviting readers with curiosity rather than sensation.

In long form copy, instead of aggressive CTAs, use subtle, informed ones. Encourage exploration and reading with gentle nudges based on curiosity and engagement in our product. Avoid false urgency, using a lead magnet or fear of missing out.

"Get expert perspectives delivered free to your inbox. Sign up for The Conversation's newsletter to stay informed."
Do
"Don't miss out on our latest articles—sign up today!"
Don't
"How are experts tackling climate change? Our latest article breaks it down. Read more: [Link]"
Do
"Check out our latest article on climate change! Click here."
Don't

In CTA buttons, use consistent language, eg: sign-up vs subscribe and sign-in vs sign-on.