Tone is the way a statement sounds. The tone of a message conveys the writer’s or speaker’s attitude toward the message and the receiver.
i) Avoid using condescending words. Condescending words seem to connote that the communicator is temporarily coming down from a level of superiority to join the receiver on a level of inferiority. To build strong good will, avoid condescending words. Avoid this:
As director of marketing, I will decide whether your product proposal has any merit.
As a retired editor of best sellers, I could assist you in editing your PTA newsletter.
ii) Use euphemisms cautiously. A euphemism is a term that makes an unpleasant idea seem better than it really is.
Negative tone Euphemistic tone
Died Passed away
Aged Senior citizen
Line worker Production associate
Compliant department Customer service
Inspection department Maintenance department
iii) Avoid a flattering tone. Flattery (words of undeserved praise) may be accepted gracefully, but the net result is almost always negative. Give sincere complements judiciously; avoid flattery.
iv) Avoid demeaning expressions.
Demeaning expression
Be sure the turtles understand the importance of meeting next week’s deadline
Respectful expression
Be sure the management trainees understand the importance of meeting next week’s deadline.
v) Use connotative tone cautiously. Human relations can suffer when connotative words are inadvertently used instead of denotative words. The denotative meaning of a word is the literal meaning plus an extra message that reveals the speaker’s qualitative judgement. Here is an example:
Connotative meaning with negative meaning
Another gripe session has been scheduled for tomorrow.
Denotative meaning (preferred)
Another employee forum has been scheduled for tomorrow.
Avoid statement of surprise, doubt and judgement
Phrases that reveal a writer’s surprise about a receiver’s behaviour can cause problems in human relations. “ I am surprised” or “ I cannot understand”. Such expressions are particularly offensive to receivers because they seem to place them in a position of recognized inferiority. Avoid expressions of surprise, doubt and judgement when they would be interpreted as insults.
i) Avoid using condescending words. Condescending words seem to connote that the communicator is temporarily coming down from a level of superiority to join the receiver on a level of inferiority. To build strong good will, avoid condescending words. Avoid this:
As director of marketing, I will decide whether your product proposal has any merit.
As a retired editor of best sellers, I could assist you in editing your PTA newsletter.
ii) Use euphemisms cautiously. A euphemism is a term that makes an unpleasant idea seem better than it really is.
Negative tone Euphemistic tone
Died Passed away
Aged Senior citizen
Line worker Production associate
Compliant department Customer service
Inspection department Maintenance department
iii) Avoid a flattering tone. Flattery (words of undeserved praise) may be accepted gracefully, but the net result is almost always negative. Give sincere complements judiciously; avoid flattery.
iv) Avoid demeaning expressions.
Demeaning expression
Be sure the turtles understand the importance of meeting next week’s deadline
Respectful expression
Be sure the management trainees understand the importance of meeting next week’s deadline.
v) Use connotative tone cautiously. Human relations can suffer when connotative words are inadvertently used instead of denotative words. The denotative meaning of a word is the literal meaning plus an extra message that reveals the speaker’s qualitative judgement. Here is an example:
Connotative meaning with negative meaning
Another gripe session has been scheduled for tomorrow.
Denotative meaning (preferred)
Another employee forum has been scheduled for tomorrow.
Avoid statement of surprise, doubt and judgement
Phrases that reveal a writer’s surprise about a receiver’s behaviour can cause problems in human relations. “ I am surprised” or “ I cannot understand”. Such expressions are particularly offensive to receivers because they seem to place them in a position of recognized inferiority. Avoid expressions of surprise, doubt and judgement when they would be interpreted as insults.
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