Voice and Style

KBR is a leader in pivotal areas of global importance. We’re also a team of teams guided by our values. The KBR brand tone of voice reflects who we are as a company and is captured in the following descriptors.

KBR’s Brand Tone of Voice is:

• Knowledgeable
• Aspirational
• Confident
• Honest
• Accessible

It will be helpful to consider these words when writing for or about KBR. Of course, there may be deviations based on who the primary audience is or what the purpose of the writing is.

Know Your Audience

External Audience

Writing meant for external audiences should most closely reflect the five main elements of the KBR Brand Tone of Voice. Our external audience includes current and potential customers, the investment community, potential employees, and the general public.

Examples of externally facing writing include but are not limited to articles, press releases, social media, white papers, technical journal submissions, thought leadership pieces, oral presentations, proposals and websites.

There will of course be instances, such as in white papers or proposals, when more technical verbiage is required. But even then, the writing should tell a compelling story.

In articles, thought leadership pieces, press releases, etc., intended for the average audience, try not to get bogged down in technical or corporate jargon. Instead, simplify complex technical writing if possible and highlight the most important elements of the project, contract, solution, etc., and how it’s valuable to people/governments (e.g., helps accomplish ESG goals, reduces carbon footprint).

Some helpful questions to ask:

• What is the solution?
• What does it do?
• What problem does it solve?
• Why is it important? (OR, why does it matter?)

Internal Audience

Our internal audience primarily includes our employees, contract hires and other partners.

Examples of internal writing include but are not limited to KBR SharePoint articles and stories, corporate communications, KBR Link (quarterly e-publication), videos and more.

Internal writing may be done in first person plural (we) and speak directly to the reader in second person when appropriate.

When writing for our internal audience, the tone may be lighter and more accessible and engaging, say for an email communication about an upcoming event. Don’t be afraid of puns or exclamation marks, but don’t overdo it.

Most importantly, the writing should remain professional.

Storytelling

Here are some helpful tips or food for thought while writing (and in no particular order).

• Focus on how your topic impacts the reader!
• Whatever it is, make it interesting.
• Make people want to read it.
• Ask yourself, “Why should they care?”
• Does your lede grab the reader’s attention? If not, why not? Does it focus too much on contract language? Is there an opportunity to talk about a positive potential outcome that will result from KBR’s solutions or expertise (i.e., technology that will help reduce emissions)? Then talk about that and mention the contract specifics in a later paragraph.
• Read what you’ve written so far, then ask, “Does this make me want to continue reading, or are my eyes glazing over?”
• Ask if it makes KBR, KBR solutions or KBR people shine.
• KBR’s story is a story about our people connecting to our values, culture and shared purpose. Look for opportunities to weave these elements into your writing, especially if it’s internal. For external-facing writing, executive or subject matter expert quotes are an ideal place to include some of this kind of language.

Content Categories

Here are some examples of typical kinds of writing and some general tips.

Marketing Content

This category could include anything from copy for a pop-up banner, to a digital poster, to a print ad — and more.

As always, know your audience. The tone for a government customer may be slightly different than it would be for an energy customer.

Headlines should be short and impactful; 60 characters (with spaces) is the upper limit. Err on the side of fewer (40 to 50, with spaces).

Say only what needs to be said. Body copy word count should be kept low, but content should be informative and as attention-grabbing as possible.

Build in a call to action if possible and/or appropriate.

A special note about PPT presentations:

• PPT presentations should not be text-heavy. The speaker notes should do the heavy lifting on presenting the information, with on-screen text meant to accentuate or emphasize what’s being said.
• 40 or fewer words PER SLIDE is a good rule of thumb. If you’re including more, use good judgment and make sure the text is organized into short, legible lists.

Scripts

The word “scripts” primarily refers to video. Video is a key driver of engagement, both internally and externally. Let’s face it — people are just more likely to watch a short video than they are to read content.

With that in mind, regardless of audience, video length should be kept short (less than two minutes if you can manage it). If you can’t keep it short, keep the script as engaging as possible for your intended audience. For example, a video describing a particular process technology can probably afford to be a little more technical, whereas a people-focused video about an internal initiative could use simpler language.

For the sake of on-screen or voice-over talent, make sure your script is easy to read. Avoid jumbles of hard-to-say words. And always try to read your script aloud to yourself. If you’re having trouble saying a line, your talent likely will as well. Write like you speak. Thinking conversationally while script writing is always a good tactic.

There are other kinds of scripts (e.g., earnings calls, podcast episodes). In these cases, the audience and format should be considered. For example, podcasts are generally more conversational, whereas an earnings call typically conveys a lot of esoteric financial and technical information. Regardless, conveying the KBR tone of voice should also be top of mind.

Social Media

Social media is an increasingly important tool for communication at KBR, both internally and externally.

Because of the nature of social media, the style or tone of voice can be modified to fit the mood of the post.

However, all social media posts should always remain professional and devoid of punctuation and/or grammar errors.

Please review our best practice for social media.

Web Content

Web content should largely adhere to the same voice and style rules as would be employed for external audiences.

However, writers are encouraged to get a little more creative, especially with titles and headlines. The goal, after all, is to get people to continue reading.

Additionally, less is more. People don’t spend a lot of time on websites. As such, the content should be concise, and the purpose of the content should be clear.

Various Communications

Communications include articles, global emails, thought leadership pieces, press releases and so forth.

Guidance for communications is similar for marketing content.

Headlines should be short and written to highlight KBR know-how, capabilities, etc., if possible.

It is recommended that ledes focus on KBR capabilities (e.g., how the solution is making a difference, helping the customer, accomplishing an ESG objective) instead of contract specifics (e.g., duration, dollar value).

White Papers and Proposals

KBR Global Marketing and Communication understands there are numerous factors that must be considered when writing a proposal.

Some of our projects are with companies or entities with whom KBR has a longstanding relationship. As such the content may be less formal than it would be in a bid for work with a brand-new company or as part of a new partnership. We defer to the wisdom and professionalism of our proposal writers, and we are always here for assistance, as is this stylebook.

KBR Marcom recommends using third person in proposals. Ex: “KBR delivers solutions,” instead of “We have 30 years of experience,” or “You need us for this project.”