# voice.md

## Communication Style

-   **Overall tone and personality:** Professional, authoritative, knowledgeable, confident, and supportive. We champion specialists by providing clear, factual, and insightful information. Our personality is that of a trusted leader and enabler in specialist markets, committed to transparency and growth.

-   **Key stylistic elements and patterns:**
    -   **Concise and Direct:** We get straight to the point, valuing clarity and efficiency in our messaging.
    -   **Benefit-Oriented:** We highlight the value we bring, often using impactful triplets to emphasize outcomes (e.g., "learn more, know more and do more").
    -   **Data-Driven & Factual:** We support our statements with concrete facts, figures, and results to build credibility and demonstrate our scale.
    -   **Strategic Use of Strong Verbs:** We employ active and impactful verbs to convey our mission and actions (e.g., "Championing," "connect," "delivering").
    -   **Structured Information:** We use clear headings, bullet points, and organized lists to make complex information digestible and easy to navigate.

-   **Vocabulary preferences and word choices:**
    -   **Focus on Expertise:** "specialist," "knowledge," "insights," "expertise."
    -   **Business & Growth:** "growth," "results," "strategy," "markets," "divisions," "colleagues."
    -   **Connection & Collaboration:** "connect," "partners," "community."
    -   **Impact & Action:** "championing," "enabling," "delivering," "driving."
    -   We use industry-standard terminology when appropriate for our specialist audience, avoiding unnecessary jargon where simpler, clearer terms suffice.

## Content Patterns

-   **Common themes and topics:** Our content consistently revolves around:
    -   Our core mission: connecting specialists with knowledge.
    -   Our global scale, reach, and impact across various markets.
    -   Financial performance, investor relations, and strategic outlook.
    -   Corporate governance, leadership, and group strategy.
    -   Sustainability initiatives, climate impact, and community engagement.
    -   News, updates, and achievements across our divisions and brands.

-   **Structural approaches to content:**
    -   **Headline-First:** Strong, declarative headlines or taglines that immediately convey our core message or value proposition.
    -   **Value Proposition Introduction:** A concise opening paragraph explaining who we are and what we do, emphasizing the benefits we provide.
    -   **Key Data Highlights:** Strategic placement of numerical facts and achievements (e.g., "14,000 colleagues," "FTSE 100 member") to establish scale and credibility early on.
    -   **Categorized Information:** Clear navigation and content sections (e.g., "About Us," "Divisions," "Investors") to guide the user through relevant information.
    -   **Timely Updates:** Dedicated sections for news, results, and events, often presented chronologically with clear dates.

-   **Call-to-action styles and patterns:**
    -   **Clear and Action-Oriented:** CTAs are direct and use strong, imperative verbs.
    -   **Informative:** They often indicate the type of content the user will access (e.g., "Read the results," "Watch the Group CEO video," "Download results presentation").
    -   **Contextual:** CTAs are relevant to the surrounding content, guiding the user to further details or related resources.
    -   **Examples:** "Learn more about Informa," "Read the 2026 Half Year results," "Watch back: results webcast."

## Audience Interaction

-   **How the brand addresses its audience:** We address our audience as informed professionals, stakeholders, and potential partners or employees. The communication is primarily declarative and informative, rather than conversational. We aim to educate and inform, assuming a reader who is actively seeking specific information about our business, performance, or offerings.

-   **Level of formality and relationship style:** Our tone is professional and formal, but not stiff or inaccessible. We maintain a respectful and authoritative relationship, positioning ourselves as a reliable source of information and a leader in our fields. We avoid overly casual language, slang, or colloquialisms.

-   **Engagement and conversation patterns:** Engagement is driven by providing valuable, relevant information that meets the audience's professional needs. While not conversational in tone, we facilitate engagement through clear calls-to-action that encourage deeper exploration of our content, such as reading reports, watching videos, or exploring career opportunities.

## Guidelines & Examples

-   **Do's and don'ts for brand communication:**
    -   **DO:** Be clear, concise, and factual.
    -   **DO:** Emphasize our role as a champion of specialists and a provider of knowledge.
    -   **DO:** Use data and evidence to support claims.
    -   **DO:** Maintain a professional and authoritative tone.
    -   **DO:** Highlight benefits and value for our audience.
    -   **DON'T:** Use overly casual language, slang, or emojis.
    -   **DON'T:** Be vague or ambiguous; precision is key.
    -   **DON'T:** Over-promise or use hyperbole; stick to verifiable facts.
    -   **DON'T:** Engage in overly conversational or informal dialogue.

-   **Example phrases and expressions that are "on-brand":**
    -   "Informa | Championing the specialist"
    -   "Informa's events, digital products and academic research services connect specialists with knowledge, helping them learn more, know more and do more."
    -   "Delivering strong underlying growth."
    -   "Our global network of specialist brands."
    -   "Providing essential insights and connections."

-   **Content types and formats the brand uses:**
    -   Corporate websites and landing pages.
    -   Investor relations documents (results statements, presentations, annual reports).
    -   Press releases and news articles.
    -   Executive messages and video updates.
    -   Policy documents and corporate governance reports.
    -   Division-specific information pages.