3.1 Creating a Recognizable Voice
In this communication guide, the voice of the Church refers to the distinct and unified tone, style, and word choice used in all Church communications. A consistent voice helps people identify, recognize, and understand communications from the Church. It also helps the Church consistently convey its Communication Attributes (see 1.4).
Understanding the Communication Attributes can help you make decisions about wording, style, and tone that ensure your message is in keeping with the Church’s distinct voice and is meaningful to God’s children and their different perspectives (see section 2).
3.1.1 The Church’s Communication Attributes
Church communications should reflect these attributes:
Welcoming
Consider:
Journalists, if you are considering attending a local Latter-day Saint congregation, we welcome you! We appreciate you taking the time to understand our faith. Remember that Sunday services are worship services with an atmosphere of friendship, sociability, and reverence. If you’d like to interview local members or leaders or if you’d like to get photos or videos for your story, please contact us.
Instead of:
Church sacrament meetings are sacred services in which photos, videos, and formal interviews are not appropriate. Media representatives should request permission from local Church authorities.
Compassionate
Consider:
Marriage is an eternal relationship between husband and wife and forms the foundation of a family. Strong, stable families, headed by a father and mother, are the anchor of society. Not everyone will have a chance to get married or be part of a traditional family, but God has promised that all of His faithful children will receive His eternal blessings.
Instead of:
Along with other principles and ordinances, exaltation depends on marriage. We believe that marriage is the most sacred relationship that can exist between a man and a woman. This sacred relationship affects our happiness now and in the eternities.
Global
Consider:
The prophet Isaiah suggested that Sabbath activities shouldn’t be about our own pleasures (see Isaiah 58:13). Think about ways you can spend the Sabbath visiting the sick or lonely, showing gratitude to God, strengthening relationships with family and friends, or learning about the Savior and His gospel.
Instead of:
The prophet Isaiah suggested that we should turn away from doing our own pleasure on the Sabbath. Instead of going boating, to a movie, or to a restaurant, we could make and deliver cookies to neighbors, visit a rest home, or watch Church videos as a family.
Straightforward
Consider:
We believe that all people were part of God’s family before this life, in a state we call the premortal existence. God’s children are born to get mortal bodies, learn, be tested, and grow during their lives.
Instead of:
God’s universal plan of salvation includes the preexistent spirit world. While we lived there, we chose to come to this earth to receive a physical body and face the trials and tribulations of mortality.
Honest and True
Consider:
“I love science—how it answers questions logically. But I look at it as just one set of tools. Really, science is not very useful with questions like ‘Am I happy?’ or ‘Do I have a good relationship with my wife?’ or ‘Does God know me?’ Spirituality is just a different way of obtaining information. It deals with different aspects of my life.”
This example uses the person’s own words.
Instead of:
Kevin Livingstone’s profession is grounded in science, but he separates the academic information he relies on from his testimony. He has come to realize that questions of eternal value are answered spiritually.
This example summarizes someone’s words.
Hopeful
Consider:
As part of His plan, God promises we can live in joy with Him and our families again. Ideally, mothers and fathers will teach their children about the gospel of Jesus Christ through words and by example. Relatives and friends can be a powerful influence for good to all family members. Learning and living principles of faith, repentance, baptism, and receiving the gift of the Holy Ghost bring joy to all of God’s children.
Instead of:
Parents are commanded to teach their children the gospel. The Lord warned that if parents do not teach their children about faith, repentance, baptism, and the gift of the Holy Ghost, the sin will be upon the heads of the parents.
Humble
Consider:
The Savior continues to create opportunities that allow Latter-day Saint missionaries to share His gospel in new places. Through the influence of the Holy Ghost, many of God’s children have come to love and accept eternal truths.
Instead of:
Latter-day Saint missionaries are a powerful force for the Church, opening new areas of the world to bring people to the true gospel.
Inspiring
Consider:
As you prepare to teach, think about the people in your class and what they need to know. Ponder the lesson and how it can be meaningful to them in their lives today. If you don’t understand a particular topic very well or you don’t know the answer to a question, it’s OK to say so. Use the scriptures and words of latter-day prophets and apostles to testify of what you do know. You can still share a powerful message as you follow guidance from the Holy Spirit.
Instead of:
Before you teach, study the lesson thoroughly, including the additional scriptures listed. Never speculate about doctrine or topics you don’t understand. Teach only what is supported by the scriptures, the words of latter-day prophets and apostles, and the Holy Spirit.
3.1.2 Characteristics of the Church’s Voice
In addition to the Communication Attributes, the following characteristics help unify our communications.
Scriptures and Doctrine
Use accurate doctrine as it is presented in the scriptures and as taught by prophets. Use words from the scriptures to teach doctrine. Clearly explain unfamiliar or complex terms.
Focused Message
Make the message concise and focused. Don’t use extra words that make the message harder to understand. Simplicity keeps the message clear (see 3.3.3).
Clear Organization
Present ideas in a logical order, and avoid long paragraphs. All paragraphs and sections should support the message (see 3.3.3).
Relatable Words and Tone
While formal language is appropriate for the Lord’s Church, communications should not be overly complex, stiff, or impersonal. Avoid perceptions of an institutional tone by applying Communication Attributes such as Straightforward, Welcoming, and Humble. Communicate “plain and precious” truths as the Savior did in simple, loving language (see 1 Nephi 19:3).
Style Guidelines
The formatting and style of messages help identify Church communication. Cite reliable sources, emphasizing the scriptures, teachings of living prophets, and current Church publications. Follow your area’s general guidelines for writing style, usage, and grammar. Section 3.5 includes a list of Church style resources for writing and editing.
3.1.3 Considerations and Alternatives for Church-Specific Words
While not exhaustive, this list includes examples of commonly used Church jargon and alternative word choices that apply Church voice characteristics.
Be mindful of using terms that may be unfamiliar to people with varying experience with the Church. Use words and phrases that are clear, doctrinally correct, and understood by all. Apply the principles explained for word choices like these to all Church communications.
Atonement of Jesus Christ
The Savior’s Atonement includes His suffering in Gethsemane, His suffering and death on the cross, and His Resurrection. Avoid using “the Atonement” without referencing the Savior.
Brethren
Try Church leaders, prophets, apostles, and so forth, or simply men or priesthood holders. For example: “Several priesthood holders may participate in an ordinance.” See also “Priesthood.”
Brother and Sister
These terms are appropriate for communication within Church organizations. However, we do not assume that people of other faiths want to be addressed with these terms or want to address us this way.
Convert
Consider using new member of the Church.
Earth
Language and concepts related to premortal life, other worlds, and eternity may be unfamiliar to others. For example, “this earth,” “this world,” and “earth life” may sound strange or confusing. Try phrases like during your lifetime.
God’s plan and God’s work
Correctly attribute God’s plan for humankind. Heavenly Father is the author of the plan of happiness. As the Savior of all, Jesus Christ makes God’s plan possible. Members of Christ’s Church participate in God’s work of salvation and exaltation.
Godhead references
Consider balance and accuracy if mentioning only one member of the Godhead. While communications represent Christ’s Church, Heavenly Father and the Holy Ghost have essential roles that should not be overlooked.
Fellowship
As a noun, consider using friendship. As a verb, consider get to know, become friends with, or associate with.
Heavenly parents
Jesus Christ taught all to pray to Heavenly Father (see Matthew 6:9; 3 Nephi 18:19). Heavenly parents should not be used when referring to worship of or communication with Deity.
Holy Ghost
While Holy Ghost is the term more commonly used in the Church, members of other Christian faiths may be more familiar with Holy Spirit. Consider your audience when determining which to use.
Inactive
Be cautious about categorizing people. If necessary, consider using less-engaged Church members, people who don’t currently participate in Church activities, and so on.
Investigator
The term investigator may feel impersonal, and in some cases, it may imply secrecy or government action. Consider visitor, neighbor, friend, and so on.
Members
Avoid using member in a way that implies superiority or exclusive belonging. All people are children of heavenly parents, and Jesus Christ’s Church and gospel are for everyone. As appropriate in your context, consider words like congregation, baptized individuals, neighbors, people of our faith, and so on.
Names of Church Organizations
When addressing people who are not familiar with Church organizations, include simple explanations. For example: “Relief Society is the Church’s organization for women”; “Primary includes Sunday classes for children”; “Ministering is a way we care for each other.”
Nonmember
This term can sound negative and exclusive. Consider, instead, using all people, God’s children, people of other faiths, friends, and so on.
Preside
Be mindful of improper uses of preside that may suggest superiority or an incorrect presumption of authority. To preside means to serve and teach with gentleness, meekness, and Christlike love (see General Handbook: Serving in The Church of Jesus Christ of Latter-day Saints, 4.2.4).
Priesthood
As a noun, priesthood is the authority and power of God. God grants priesthood authority and power to His sons and daughters to help carry out His work (see General Handbook, 3.0). It should not be used as a synonym for men, priesthood holders, brethren, or quorum. Priesthood may be an adjective to describe these and other words.
Priesthood authority, priesthood power
Priesthood authority is the authorization given by someone with priesthood keys to represent God and act in His name (see General Handbook, 3.4). Priesthood power is God’s power and flows to all Church members as they keep their covenants with Him (see General Handbook, 3.5).
Prompting
Consider using feeling or spiritual impression.
Proselyte, proselytize
Consider using teach the gospel.
Reactivate
Outside Church culture, reactivate can sound clinical or chemical in nature. Choose words that focus on the person in question, such as include, invite, support, or encourage.
Referral
In missionary work, a referral should indicate the action of referring someone to the missionaries. It should not be used to indicate a person.
Superlatives
Be cautious using terms such as always, never, or the most important. Avoid suggesting that certain individuals or gospel aspects are more important than others.
We
Be mindful that the gospel of Jesus Christ is intended to bless all people and not just Church members. Avoid implying superiority or sounding as if the Church excludes people. When appropriate, consider using the world, all people, God’s children, and so on.