Voice and tone
A knowledgeable park ranger who is excited to share what they know, not a professor behind a podium. Friendly, welcoming, plainspoken. Intellectually serious without being inaccessible. Warm tone, serious mission.
The Library's voice does not imitate Roosevelt's. It aims to make people feel what he made audiences feel: energized, included and ready to act. Before writing, ask "How do I want the reader to feel?" rather than "What do I want to say?"
The voice is
Action-oriented · decisive · open-minded · heartfelt · good-humored · humble · optimistic · resilient · accessible · inspiring.
Principles
- Lead with story, not institution. T.R.'s life is dramatic. Start with the person, the moment or the place, then give the institutional detail.
- Be concrete. Specific, checkable detail that lets people picture themselves here. Not "world-class experience" or "transformative journey."
- Embrace the Badlands. The landscape, the remoteness and the sense of adventure are the Library's greatest storytelling assets.
- Connect past to present honestly, through shared values, never through current political debates.
- Respect the weight of the institution. Conversational, never flippant.
- Lead with strength. Never open with a negative. State the good news, then acknowledge timing or limits.
- Keep "we," "our," "I" and "us" to a minimum. Write about what happened and what is there, not about the institution's journey.
- Shorter is better. Cut anything that does not earn its place.
- Make the point. Don't announce it. Cut throat-clearing: "it is worth noting," "it bears mentioning," "to put it plainly," "simply put."
Practical tips
- Use precise language, the active voice and short sentences.
- Avoid jargon and museum-speak.
- Use inclusive language, accessible to every education level.
- Use stories to make things memorable.
- Fact-check everything. See Accuracy and approvals.
- Stay nonpartisan.
- Measure what matters: action consistent with Leadership, Citizenship and Conservation, not clicks alone.
Tone by audience
Stay inside the voice; adjust depth and formality.
| Audience | Adjust toward |
|---|---|
| Families and travelers | Practical, inviting, specific about what to do and how long it takes |
| Educators and students | Clear, structured, curiosity-driven; age-appropriate |
| Benefactors | Composed and personal; gratitude stated plainly and once (see Gratitude) |
| Partners and sponsors | Confident and concise; what the partnership makes possible |
| Media | Factual, quotable, lead with the news |
| Officials | Formal, nonpartisan, shared values |
| Scholars | Precise, sourced, open about uncertainty and debate |
| Executive and institutional letters | Composed and formal, never folksy or familiar |
Before and after
Institution-first → story-first
~~The Theodore Roosevelt Presidential Library is proud to offer a world-class experience celebrating the legacy of our 26th president.~~
In 1883 a young New Yorker stepped off the train in the Dakota Badlands to hunt bison. The Library stands in the same country, and tells what happened next.
Every historical detail in an example like this still goes through the accuracy check before it is published.
Throat-clearing → the point
~~It is worth noting that tickets are timed.~~
Tickets are timed. Choose an entry time when you book.
Leading with a negative → leading with strength
~~Unfortunately, the Library is a long drive from most airports.~~
The drive is part of the trip: the Library sits in the Badlands, an easy stop on the way to Theodore Roosevelt National Park.