The Formality Effect in government communications

Getting the tone right is tough for brands and local government alike. Changing consumer behaviour and an ever-evolving digital landscape has prompted a shift to content that balances authority, authenticity, and accessibility by being 'chatty'. Yet, according to brilliant research, formal communication by government organisations is proven to have more impact on influencing behavior (https://lnkd.in/edtbm2Ch).

This is fascinating because of the implications for organisations but also for public sector leaders. At its heart, it makes a case for a far more nuanced debate on tone of voice by debunking the myth that chatty, emoji led communications are ‘right’ for every audience. The 'formality effect' has the potential to make communications that seeks to influence behaviour more effective. It also allows for a tone of voice that for some leaders - and organisations - will feel more authentic.