Communication style
Every message needs a purpose
City messaging needs a clear objective that is citizen and/or employee focused. A message with a purpose provides a foundation upon which strategies and tactics can be built, and gives us a reference point from which to measure success.
Are you trying to inform or motivate? The presentation of facts is very different from trying to change thinking or behaviour. For example, informing your audience about rules or regulations is different from trying to convince them they should care about a subject. While many initiatives will have motivational and informational elements, decide which you should focus on.
Know your primary message
Most communications will have more than one message, but they should always have a key message. Being able to articulate this is vital to any communication. Your message should break through the noise and clutter of everything else. Having a key message and sticking to it is an effective means of achieving this.
Tone and manner
The tone and manner of your communications should convey The City’s image of being solid and dependable. Demonstrate the value we give to Calgarians. Express our brand in a positive, professional and inclusive way. A clear, approachable and conversational manner will make it easier for citizens to understand and respond to our communications.
Access to the river is strictly forbidden.
For your safety, access to the river is not allowed.
Owners not picking up after their pets will be persecuted to the full extent of the law.
Please pick up after your pet. It's the law.
5 Avenue S.W. Two-way traffic.
5ᵗʰ Avenue S.W. will now support two-way traffic.
There will be instances when warnings of extreme danger need to be expressed directly.
DANGER
Do not cross when lights flashing.
DANGER
Do not stand on the yellow line.