In general, your writing will use either an individual voice or an institutional voice.

The individual voice is simply when you are writing as yourself. Often, but not always, this means using the pronouns I and me. This sounds straightforward, but it is useful to think about what aspects of yourself you are trying to convey, and to alter your style accordingly. For example:

• you as an expert may want to use a somewhat formal tone to establish your authority

• you as a parent may want to convey a conversational tone to draw readers in

• you as a coach may want to be persuasive or encouraging.

The institutional voice is used when professional writers employed by government or commercial bodies become the ‘voice’ of their institution. In such cases, the pronouns are typically we and us. (eg At Some Big Company Inc, we value …).

Another form of institutional voice is when professionals or academics present information with the voice of their discipline (eg when teaching students).

Although audiences should always be a consideration, writers using an institutional voice may have less freedom to adapt the voice to their audiences. The institutional voice is often more about projecting specific information and branding than varying a style to match the audience. It may also need to carry authority.

However, just as for the individual voice, the institutional voice can vary:

• A scientist providing expert advice to an inquiry is likely to use formal scientific language to establish authority.

• A teacher writing notes for students is likely to maintain a formal academic tone, but include direct speech to the audience (eg you may find it easier if you …) to connect with their students.

• A social services manager reporting on the shortage of nurses would use a formal tone to reflect the seriousness of the situation, but may add some emotive language to express the need for urgent action.