Content guidelines - Make your tone pitch perfect

How we use a consistent voice and an appropriate tone.

Applying a particular tone of voice on top of plain English is what makes us sound HS2.

Our tone of voice expresses our three HS2 personality traits:

  • neighbourly;
  • can-do; and
  • visionary.

All neighbourly

three traits should always be present in our writing. But you should highlight a trait or put less emphasis on it – dial the traits up or down – depending on who you are talking to and what you want to achieve.

HS2 will affect millions of people – communities, businesses, stakeholders, the public... We need to write and speak in a down-to- earth way which demonstrates understanding, warmth, common sense and respect.

You should always:

  • express your ideas in friendly terms not corporate language – so, use ‘we’ for ‘HS2 Ltd’ and ‘you’ for your audience;
  • make sure you write for your audience, reflecting their knowledge and attitude; and
  • demonstrate we always listen and respond – and aren’t afraid to acknowledge mistakes.
  • Neighbourly writing shows empathy. 
What ‘neighbourly’ isn’t What ‘neighbourly’ is:
HS2 Ltd is carrying out an examination of noise mitigation measures in the proximity of the tunnel portals. We’re looking at how we can reduce noise around our tunnels.
HS2 Ltd will communicate with property-owners impacted by HS2 about the commencement of major works civils contracts along the line of route. We’ll tell you about the start of construction works for HS2.

Can-do

Using ‘can-do’ language shows that we’re confident in our abilities. We’ll do what we say we’ll do. It helps build trust, pride and belief in HS2.

You should always:

  • demonstrate expertise by explaining complex issues simply, so they’re easy and quick to grasp;
  • use unambiguous language and give details, so it’s clear who’s responsible for what, when;
  • avoid jargon and explain any essential technical language (e.g. use of brackets, blow-out boxes, a glossary);
  • make your sentences and paragraphs short; keep to the point and ask yourself: ‘Do people need to know this?’; and
  • be honest – if we’re getting things wrong, tell people how we’re going to make it right. 
Can do
What can do isn’t What can do is
If you have any questions or you would like to obtain additional information, you can get in touch with our helpdesk. Our helpdesk is open 24/7 – ring us on 08081 434 434.
The hybrid Bill for Phase One of HS2 has completed all stages of the Parliamentary process and received Royal Assent. The first part of HS2, between the West Midlands and London, is going ahead.

Visionary

Britain’s new high-speed railway is unparalleled in scope and ambition. It will transform the way we live and work and the way cities and towns connect. We should talk about it in a way that excites about the opportunities HS2 is delivering for everyone. (Remember – if you’re writing for affected communities, it’s important to be empathetic to the disruption they’re experiencing.)

Use your writing to demonstrate our visionary nature by:

  • not just focusing on works and impact now, always including the bigger picture of benefits tomorrow;
  • showing that we know individual places and care for their development;
  • inspire pride in Britain – we’re building the nation’s future, levelling up the UK;
  • using vibrant, dynamic language to look beyond today and talk about time and our legacy. 
Visionary
What 'visionary' isn’t What ‘visionary’ is
HS2 Ltd is developing multiple pathways for future skills and careers. We’re supporting diverse jobs and skills for today and tomorrow.
HS2 Ltd is modelling rolling stock capability to facilitate a comprehensive experience upgrade for rail users. We’re using world-leading innovation to set new standards of safety and comfort for passengers, in this century and the next.