+ Plain Language Writing For Public Messages Making Connections With Clear Communications + So, what is plain language? Plain language is reader-friendly, clear content that your audience can: -easily understand, -efficiently navigate and -effectively act on. 2 Kate Harrison Whiteside KeyAdvice.Net PlainLanguageAcademy.com kate@keyadvice.net 1
+ Why commit to clear language? 3 + Plain language benefits 4 1. Social responsibility 2. Improve success in reaching goals Bridges client (mis)understanding gaps Reduces (costly) need for clarification 3. Meet public accessibility needs Increases successful reactions 4. Produce outstanding communications Decreases time spent re-writing 5. Lead a culture change for better relations 6. Engage audiences more effectively SIMPLE Gets staff re-motivated about writing Enhances and streamlines production systems Strengthens brand easy to work with kate@keyadvice.net 2
+ Government-measured benefits 5 + Six steps to plain language 6 Fewer phone calls Reduced errors on forms Increased speed in finding information on a regulation Better compliance, saving the need for a second notice or letter Faster turn-around for claims 1. Plan: Who? Why? What? 2. Prepare: content outline for your reader. 3. Write: draft based on readers needs 4. Revise: edit using plain language guidelines and reader feedback. 5. Design: using plain guidelines. 6. Test again: with audience. kate@keyadvice.net 3
+ Who: Audience assessment 7 + Why are you communicating? 8 Who are you writing to? Why them? What s your relationship? What do they want to know? Already know? When and where will they access info? How can you best communicate to them? Media? Message? Create one clear purpose. Use it to keep your message focused. Let it be your editing guide. Find out what your audience wants. kate@keyadvice.net 4
+How are you communicating? 9 + What does plain language look like? 10 Electronic: Email, Fax? Print: Memo? Document? Report? Conversational tone, simple terms. Clear purpose. Public information: Poster? Brochure? Proposal? Media release? Visual: Images, graphics, video, presentation? Virtual: Web, social media? Concise sentences, paragraphs, documents. Consistent organization. Creative, user-friendly layout: light, white space, graphics support message, minimum use of color. kate@keyadvice.net 5
+ 7 plain language writing tips 11 + What is your jargon? 12 1. Use common words: Avoid jargon. Define terms. 2. Write in personal first person: I, we, not the organization. Identify one jargon term used in your area. 3. Use one word instead of longer phrases: On a daily basis becomes daily. 4. Keep sentences short: Use active voice (who does what). Offer three clear alternatives? 5. Singular idea per paragraph: New idea, new paragraph. 6. Lists please: Use subheads to group longer ones. Select best one. 7. Correct: grammar, spelling, punctuation, structure. kate@keyadvice.net 6
+ 7 tips on testing content 13 + Writing for scanners 14 1. Listen to the words your readers use. 2. Ask people to explain in their own words. 3. Ask people to think aloud as they read. 4. Ask users to highlight terms they need clarified. 5. Ask website visitors what they would do next. 6. Identify what your readers expect. 7. Know how to change to meet their needs. Test again. Meaningful subheads use paralell structure. Short paragraphs. Catchy captions (they have as much as a 100 percent recall rate). Bullet lists. Images. kate@keyadvice.net 7
+ 5 tips for clear emails 15 + Web content is a conversation 16 1. Use a proper salutation. 2. Keep paragraphs short. 3. One topic per email. 4. Use capital letters, abbreviations and terms correctly. 5. Sign off with a strong call for action or close. Plan each conversation (section). Organize by reader s interests. Write in clear language. Evaluate for readability, usability. Rewrite, review, re-test, release. From Daily Writing Tip s 7 Tips for Writing an Email message: Source: Redish and Associates. Reddish.net kate@keyadvice.net 8
+ The focus is on action 17 + 5-E Website Assessment 18 What does your client want to do? How do you make that happen? Effective navigation Efficient fast links Engaging look and content Easy access Encourages interactivity kate@keyadvice.net 9
+ Web plain language checklist 19 + Achieving project success 20 User-friendly terms they understand. Concise, clear, written for skimmers. (Max 50 wpcol). Organized for readers, consistently. Most important first. Helpful tone, guides. Image supports text. Visible in text-only mode. 1. Select project focus. 2. Use a checklist to audit where organization is with plain language. 3. Carry out information assessment: readability/usability/user tests. 4. Collaborate with team on process. 5. Explain project and process to others. 6. Set a new direction for your organization. kate@keyadvice.net 10
+ Great time to gather feedback 21 + I will 22 Public sessions Testing and re-testing Online survey Via social media Key staff (calls, marketing) Goal: Project: Timeline: kate@keyadvice.net 11
+ Helpful links 23 + Thank you 24 Canada's Plain Language Guidelines: http://www.btb.termiumplus.gc.ca/tcdnstylchap?lang=eng&lettr=chapsect13&info0=13 U.S. Government Plain Language Guidelines: www.plainlanguage.gov U.K. Government Plain Language Guidelines: www.gov.uk/guidance/content-design/writing-for-gov-uk Kate Harrison Whiteside Usability.gov: usability.gov KeyAdvice.net and PlainLanguageAcademy.com Plain Language Association International: plainlanguagenetwork.org LinkedIn Plain Language Advocates Group: linkedin.com/groups/plain-language-advocates kate@keyadvice.net and kate@plainlanguageacademy.com International Plain Language Day October 13, 2014: iplday.org Facebook PLAIN 2013 Conference: plain2013.org, plain2015.ie Plain Language Wizardry Bookstore: www.lulu.com/spotlight/email1058 Twitter @keykate Plain Language Academy online courses: PlainLanguageAcademy.com LinkedIn kate@keyadvice.net 12