# Tone-by-Situation Matrix

Adapt tone consistently for success, error, urgency, apology, uncertainty, refusal, sensitive news, and recovery without changing the underlying facts.

## Usage note

Use the matrix to vary expression while keeping facts, responsibility, limitations, and required actions consistent. Tone cannot repair a harmful policy, missing remedy, or unsupported claim. High-consequence apologies, safety notices, employment messages, and legal communications may require specialist review beyond brand guidance.

## How to use this template

1. Inventory recurring situations where audience need, urgency, power, or consequence changes the appropriate tone.
2. For each, record facts, required action, emotional risk, channel constraints, and voice qualities to emphasize.
3. Define message order, mandatory elements, wording to avoid, and legitimate room for personality.
4. Create positive and negative examples, then review for accuracy, accessibility, culture, and specialist requirements.
5. Calibrate with real drafts, publish the matrix, and revise it using feedback and incident evidence.

## Blank template

### Situation profile

- **Situation:** [Success, error, delay, urgency, apology, uncertainty, refusal, sensitive news, or another]
- **Reader context:** [What has happened?]
- **Consequence:** [Low, moderate, or high, with explanation]
- **Organization’s responsibility:** [What it owns or controls]
- **Reader’s immediate need:** [Information, action, remedy, reassurance, or time]
- **Urgency:** [Action window]
- **Channel:** [Interface, email, status page, support, public statement, or another]
- **Required reviewers:** [Editorial or specialist roles]

### Tone direction

- **Emphasize:** [Calm, direct, candid, respectful, encouraging, or another]
- **Reduce:** [Playfulness, celebration, detail, persuasion, or another]
- **First message element:** [What comes first]
- **Required facts:** [What must be stated]
- **Action or remedy:** [Specific next step]
- **Uncertainty treatment:** [Known, unknown, and next update]
- **Do not use:** [Blame, false certainty, jokes, euphemism, or another]
- **Voice allowance:** [Where brand personality is still suitable]

### Examples

- **Suitable example:** [Draft]
- **Why it works:** [Order, responsibility, clarity, and tone]
- **Unsuitable example:** [Draft]
- **Why it fails:** [Implication or reader burden]
- **Revised example:** [Improved version]
- [ ] The tone does not minimize the consequence.
- [ ] Essential action is visible before promotional language.
- [ ] Responsibility is stated accurately.
- [ ] The message does not assume or instruct an emotion.

### Localization and review

- **Formality note:** [Relationship and locale]
- **Idiom or humor risk:** [What should not be translated literally]
- **Length or interface constraint:** [Space and accessible alternative]
- **Approval owner:** [Role]
- **Calibration sample:** [Real content to test]
- **Review trigger:** [Incident, feedback, channel, or audience change]