Rule 1: Welcome, be welcoming and make an effort to put your guests’ needs and comfort a top priority.
This requires listening and paying attention to social and behavioral cues and body language. Prioritizing the needs and comfort of others is the grand basis of hospitality. Everything else is a variation and details surrounding the same theme. Obviously you cannot please everyone all of the time. What you can do is make an effort to care. I believe that hospitality is a value often forgotten or put aside to make room for other priorities, and I just wanted to provide a gentle reminder of its importance. Hospitality and graciousness is a trait that helps others measure your character–it is a direct reflection of who you are as a person. In relation to communications, remember to be welcoming and to have messages that prioritize the needs and comfort of others at the forefront. You will find that your public will take you up on your welcoming statements and sentiments and will want to be associated with your brand.
Having said this, this does not mean that being edgy, abrupt, snarky, sarcastic, etc. is not valid in good communication messaging. In fact, to several audiences, this is comfort and welcoming. The point is to know your public, know what they value and know what makes them comfortable. If you care about this, genuinely care, you will have your messaging on-point.