“Bros indsats var en vigtig faktor i at få de fine ord i vores nye tone of voice til for alvor at smitte af på de tekster, vi dagligt skriver og sender ud i æteren.”
Ørsted
New Tone of Voice at Ørsted
Overview
Several years of turbulent media coverage had damaged Ørsted’s (then DONG Energy) image, and when surveyed, the Danish population said they no longer knew what Ørsted stood for. They mostly associated the company with the negative news coverage.
Therefore, Ørsted developed a new tone of voice, which was supposed to reestablish a close connection with the people of Denmark and make their external communication seem less aloof.
Challenge
But how does one do that? We believe that you should choose the right stories and tell them in the most effective way.
Process
We translated the principles from the new tone of voice into tips and tools for writing in a series of workshops for the employees of Ørsted's five communication teams.
Result
To ensure focus and motivation, we developed their new writing style together. We supplied them with a catalogue of examples that serve as reference work and inspiration.
