Writing skills - the principles

Principles of WritingWednesday 9 July 2014

Communicating Europe+www.communicatingeu.com

Communicating Europe+

Andrew Manasseh

• 25 years training, business development, staff management and training

• Clients in Europe, Africa and the Middle East

• 10 years EU communications, PR, media training

• Work with EU trade associations, NGOs, EU institutions, governments, corporate.

Management communications training Europe, Africa and the Middle East

Brussels

EU trade associationsCorporate public affairsPublic affairs agenciesNGOsRegional officesChambers of CommerceEU institutions

Other European clients

Corporate clientsGovernmentsEU funded programmes and projectsintergovernmental agencies

I also work with colleagues

• Public relations consultants• Public affairs practitioners• Social media consultants and digital agencies• Journalists and writers• Lawyers• Management trainers

Professional Development training

• Personal communication skills• Writing skills• Strategic communications• Media relations, media training• Management communications• Performance management skills

www.communicatingeu.com

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Communicating Europe 2014

Part 1 Modern writing principles

Texts should be clear


Modern Writing

Clear

ConciseSimple

Management Communication Training 2013

Effective Writing

• What precisely is the central issue?• To what degree does the audience understand

the issues and terminology?• What are the main ideas that need to be

expressed and which ideas can be left out?• How are you going to structure your text so

that they are consistent and clear?


Clear, simple, conciseBefore

High-quality learning environments are a necessary precondition for facilitation and enhancement of the ongoing learning process.

AfterChildren need good schools if they are to learn properly.


Clear, simple, conciseBefore

If there are any points on which you require explanation or further particulars we shall be glad to furnish such additional details as may be required by telephone.

AfterIf you have any questions, please ring.


Part 2 Your readers

Who are you writing for?


Types of reading

• Skim reading: general understanding• Scan reading: looking for one specific item• Reading for detail: to understand exact

arguments, position, points


Good and not so good readers

Efficient• Has a clear purpose• Reads ideas• Reads multi-word phrases• Visualises ideas• Has a sufficient vocabulary• Marks or highlights texts• Sorts ideas into critical, interesting or trash

Inefficient• Has not decided on aim• Reads words in isolation• Reads every word• Lip reads / vocalises• Unfamiliar with key vocabulary• Does not make notes• Reads everything

Writing tips

Eight essential tips to more effective writing


Tip 1 Use shorter, simpler words

• Our experts postulate that the evidence is conclusive in supporting our assertion.

• Our experts claim that the evidence supports our idea.

Postulatepos·tu·late

[v. pos-chuh-leyt; n. pos-chuh-lit, -leyt] Show IPAverb (used with object), pos·tu·lat·ed, pos·tu·lat·ing.1.to ask, demand, or claim.2.to claim or assume the existence or truth of, especially as a basis for reasoning or arguing.3.to assume without proof, or as self-evident; take for granted.4.Mathematics, Logic. to assume as a postulate.

Noun5.something taken as self-evident or assumed without proof as a basis for reasoning.6.Mathematics, Logic. a proposition that requires no proof, being self-evident, or that is for a specificpurpose assumed true, and that is used in the proof of other propositions; axiom.7.a fundamental principle.8.a necessary condition; prerequisite.


Tip 2 Put important information at the beginning

• Even with the differences of opinions, the members of the working groups agreed to conclude the negotiation.

• Members of the working group agreed to conclude the negotiation despite some differences in opinion.


Tip 3 Use verbs that carry meaning

• Please do an invoice and send it to the project lead partner.

• Please invoice the project lead partner.


Tip 4 Use active sentences

• Such revision procedures should be achieved at the shortest possible delay possible by the secretariat.

• The secretariat should revise the procedures as soon as possible.


Tip 5 Avoid redundant words

• Due to the ongoing , not yet conclusive, discussions we will need to delay the decision

• We will need to delay the decision due to ongoing discussions

Redundant or not?

• When is it necessary to include two words that mean the same thing?

• “Our processes are efficient and effective”

Question - Is it necessary to include both the process and the outcome?


Tip 6 Avoid starting sentences with the gerund (ing form)

• Being aware of the president’s negative opinion we have prepared a statement

• We have prepared a statement as we are aware of the president’s negative opinion

Sentences should be simple

• Subject + Verb + Object

S + V + O


Tip 7 Minimize use of meaningless phrases

• Basically, the fundamental problem is capacity

• The main problem is capacity


Tip 8 Be careful with jargon

• This programme provides funding for beneficiaries from third countries

• The aim is to mainstream these ideas into regional policy initiatives

• The project actions need to be executed by next month


Recap

1. Use shorter simple words2. Put important information at the beginning3. Use verbs that carry meaning4. Use active verbs and sentences5. Avoid redundant words and phrases6. Avoid starting sentences with gerund (ing forms)7. Minimize use of meaningless phrases 8. Avoid jargon and institutional language


Readability

On-line Utility tool to assess the readability of your documents


On-line Utility - a tool to help you test readability


On-line Utility tool for readabilityNumber of words

and sentences per text

Average number of words per

sentence

Gunning Fog – how many years of

academy study you need to understand

Flesch reading ease100 = easy

0 = very difficult


Paragraphs and sentences

Structure – the importance of paragraphs and sentences


Paragraphs – the big idea

• Paragraphs have a big idea. They should start with a topic sentence.

• A topic sentence helps the reader understand the focus of the paragraph.

• A topic sentence allows reader to ‘skim’ the entire text for general meaning.


Sentences

• Sentences contain one idea• They should have a simple structure• Subject + Verb + Object• Sentences can have up to two clauses which

are separated by a comma


Sentences and clauses

• Defining relative clause

An agreement that encourages a risk based approach for regulations is paramount.

• Non defining relative clauseAn agreement that encourages a risk based approach for regulations, based on principles of sound science, risk assessment and risk management, and transparency is paramount.


What you will do with this training

What can I apply to my job?

What resources do I need?

How can I further

practise?

What else could I benefit from

learning?

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Writing skills - the principles