Toonbeleid

Toonbeleid, Dutch for tone policy, refers to a policy framework governing the tone, style, and presentation of official communications by government bodies, public institutions, and some organizations. It aims to ensure communications are clear, accessible, accurate, and respectful, contributing to trust and accountability in public messaging.

Scope and application

Toonbeleid covers various channels, including press releases, speeches, briefings, social media posts, Q&As, and crisis communications. It applies to spokespersons, civil servants, and communicators who interact with the public and the media. While most commonly associated with government communications, elements of toonbeleid are used by municipalities, universities, and some NGOs, and parallels can be found in corporate “tone of voice” guidelines.

Key principles

Core principles typically include plain language, consistency, fairness, transparency, and proportionality. Guidelines often address the preferred pronouns and formality level, the balance between brevity and completeness, the use of facts and data, and the avoidance of sensationalism or inflammatory rhetoric. The aim is to present information in a manner that is understandable to a broad audience and free from partisan or sensational bias.

Implementation and impact

Toonbeleid is usually codified in style guides or official communication manuals. Public bodies may train spokespeople, audit communications, and monitor media coverage for adherence. Proponents argue that a consistent, restrained tone enhances credibility and public trust, while critics contend that overly cautious tone policies can lead to bland or opaque messaging and impede candid communication.

See also

Plain language, crisis communication, public relations, government communications, tone of voice.