One main aspect of writing is the use of active vs passive voice. Both have their positives, but understanding their differences and impact can significantly influence the effectiveness of your message.
As experts within the communication industry, we know words hold all the power. What we say and how we say it has a huge impact on how we are perceived by others, and this is the same for words that we read. This is our understanding, which hopefully breaks it down for you.
Defining the Voices
Active voice portrays the subject performing the action: “The company launched a new product.” It’s direct, concise, and highlights responsibility. Passive voice, on the other hand, shifts the focus away from the subject: “A new product was launched by the company.” Here, the emphasis is on the action rather than the doer.
The Power of Active Voice
Clarity and Directness
Active voice is straightforward. It leaves no room for ambiguity and allows readers to grasp the message swiftly. This clarity is especially crucial in press releases where an immediate understanding is key.
Engagement
Active voice injects energy into sentences, engaging the reader more effectively. It creates a sense of movement and involvement, drawing the audience into the narrative.
Responsibility and Accountability
Using active voice in press releases can attribute actions to specific entities, fostering a sense of accountability. This attribution can lend credibility and trustworthiness to the information provided.
The Positives of Passive Voice
Emphasis and Objectivity
Passive voice can be advantageous when the focus is on the action rather than the doer. It’s often employed in instances where the subject is less important or when objectivity is necessary.
Softening Impact
In delicate situations or when discussing sensitive topics, passive voice can soften the impact of potentially contentious statements by de-emphasising the subject.
Finding the Balance
The key lies in striking a balance. Effective press releases often utilise a combination of both voices. The choice between active and passive voice should be driven by the intended message, audience, and desired tone.
Highlighting Key Information
Active voice is ideal for introducing essential information, emphasising achievements, and making crucial announcements. It ensures that the spotlight is firmly on the subject.
Adding Depth and Variation
Passive voice, when used thoughtfully, can add variation to the text, preventing monotony and providing a different perspective. It can be beneficial in showcasing the larger context or when highlighting the consequences of actions.
We offer a full press release writing service from our team made up of highly skilled professional ex journalists and PR consultants. We offer an in-depth consultation to fully understand your objectives and work closely with you, until we are confident in the final piece.