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The UK’s European university
Plain English / Clear, effective communication
Sarah Fisher and Angela Groth-Seary
Session overview1. What is plain English?2. How to write in plain English3. Break4. Group exercise5. Potted history6. When should you use it?7. Pair writing exercise8. Toolkit
What do you think plain English is?
Plain English is…“a message, written with the reader in mind and with the right tone of voice, that is clear and concise.”
(Plain English Campaign)
Writing in plain English makes communications ‘accessible to a greater number of people and may reduce demand for special accessible versions.’
(Government guidance on accessible communication formats)
It’s more accessible
What that looks like:http://geon.github.io/programming/2016/03/03/dsxyliea
10% of people are dyslexic
‘Then you realise it is in ZX281 rather than ZX182 and you’ve edited the wrong one. There goes an hour.
A voice in your head is shouting “idiot” but you don’t believe in giving up in the face of adversity, so this goes on for another hour. The stress is causing the text to move and float around. You can no longer understand the words in the original email.’
A dyslexic Kent professor:
None of that means writing like this
Page 8
It’s not ‘dumbing down’Research shows:‘Higher literacy people prefer plain English, because it allows them to understand the information as quickly as possible.’
See ‘Writing well for specialists’: www.gov.uk/guidance/content-design/writing-for-gov-uk
Why is it important to use plain English?
• Gets your message across
• Puts your audience needs first
• Saves people time
• Inclusive and accessible
• Clear and transparent
How to write in plain English
We and youWe – not Information ServicesYou – not students, staff, the user, the applicant
We and youIndividuals are expected to ensure the personal computer and/or mobile device is in good order:
• That they have the latest and all necessary critical security updates installed;
• That they are using an appropriate anti-virus with up-to-date virus definitions (where appropriate);
• That if they become infected with a virus or other malware infection, that they take appropriate action to disinfect their machine/device before its reconnection to the network.
Use active verbs• ‘You can do this in LibrarySearch’
not ‘This can be done in LibrarySearch’
• ‘Send your request to…’not ‘Your request needs to be sent to…’
Use active verbsInformation Services are upgrading LibrarySearch but it will be impossible to migrate the Favourites data into the new LibrarySearch system. This information will have to be saved before the 30th June so that you have a copy after the 1st July.
Front-load your content
What does your reader care about most?Say it first, in:
• headings or subject lines
• your document / email structure
• paragraphs
• sentences
Front-load your contentPlease be aware that due to planned electrical maintenance, the library will be closed from 06:00-12:00 on Saturday 9 April.
Keep it short and structured
• Best average sentence length: 15-20 words
• Cut out padding (and unnecessary politeness)
• Keep paragraphs short and easy to scan
• Use lists
Spot the padding• Please be aware that…
• In order to…
• Therefore it is recommended that…
• The first priority…
• Work collaboratively with…
How can we structure this?It is recognised that Job shadowing can contribute to the development of an organisational culture that values depth and continuity of knowledge, encourages continuous learning, which is inclusive and welcomes diversity, promotes creativity and takes a positive approach to change.(40 words)
How about:Job shadowing helps develop an organisational culture that:
• values depth and continuity of knowledge
• encourages continuous learning
• is inclusive and welcomes diversity
• promotes creativity
• is positive about change. (28 words)
Use the simplest words that workNeed – not: require, requirementTell – not: informAbout – not: in relation toBuy – not: purchaseFill in – not: completeHelp – not: assist, assistanceExtra, more – not: additionalIf you ask – not: on request
Use the simplest words that work
Please ensure you consult a medical professional prior to commencing a new dietary regimen.
Avoid nominalisations(zombie nouns)
They kill your meaning and eat your audience’s brains:https://youtu.be/dNlkHtMgcPQ
Zombie nounsThey are nouns created from verbs, adjectives, or other nouns:
failure investigationavailability refusalengagementAnd sometimes words ending in -ing
Summary1. Use we and you (and contractions).2. Use active verbs.3. Keep it short and structured.4. Front-load your content.5. Use the simplest words that work.6. Avoid zombie nouns.
Break (10 minutes)
Group exercise1. How does the text make you feel?
2. How would you improve it using plain English?
Professional jargon
Geoffrey Chaucer:“We beg you, speak plainly now, so we can understand what you are saying."
Jargon versus technical language
OPACor: LibrarySearch
Open Access - you have to explain what it is
Clarity and honestyGeorge Orwell:Bad writing is caused by:
• bad habits, spread by imitation
• a desire to hide the truth
Clarity and honesty“We’re sorry!Disruption to services Thursday 23 JuneThe level of disruption you experienced yesterday is not what we ever want our customers to go through.Severe thunderstorms with lightning strikes caused flooding, signal failures and forced closure of the line and stations throughout the day, meaning we couldn’t provide you with a good service.If you were delayed by 30 minutes or more, please claim Delay Repay compensation at: [web address]Thank you for bearing with us on such a difficult day.”
Southeastern
Forms and processes
1974: Project to help people fill in government forms1979: Plain English Campaign launched by shredding government forms in Parliament Square1980: Golden Bull awards1990: Crystal Mark scheme
Forms and processes
• The right language• Ask only relevant questions• Pay attention to the whole process:
• how did the customer get here? • what happens next?
“The main purpose of GOV.UK is to provide information – there’s no excuse for putting unnecessarily complicated writing in the way of people’s understanding.”“Plain English is mandatory for all of GOV.UK”
2012: new GOV.UK website
Kent brand guidelines • Use “you” as much as possible rather than
“students”
• Active, involve the reader
• Appropriate for the reader
• Easy to understand, without the use of complicated terminology or jargon
• Sincere, honest and consistent
• Be welcoming and inclusive in your language
IS internal communications guidelines, March 2017
“Always use Plain English for all documents (see www.plainenglish.co.uk).”
Group discussion
• Where should we use plain English?
• Is it ever not appropriate to use it?
Pair writing exercise• Team up with someone.
• Rewrite the text you brought or used in the group exercise.
Pair writingOne person is the main writer, the other asks:• Who’s the target audience?• Is this the best angle?• Are the key points at the top?• What do you mean by this?• Is there a simpler way to say this?
Benefits of pair writing• Makes you truly think
about what you are about to send / publish
• Forces you to stay focused
• Helps colleagues form a mutual understanding of their content
• Results in a more consistent tone• Allows you share best practice in your writing
Plain English toolkit
1. Start with your customer
As a…
I want to…
so I can…
2. Self editing• “Kill your darlings, kill your
darlings, even when it breaks your egocentric little scribbler's heart, kill your darlings.” – Stephen King
• “If it is possible to cut a word out, always cut it out.” – George Orwell
4. Pair writingOne person is the main writer, the other asks:• Who’s the target audience?• Is this the best angle?• Are the key points at the top?• What do you mean by this?• Is there a simpler way to say this?
Remember:• Busy educated people prefer plain English
• Really think about your audience
• Edit yourself, and edit again (Hemingway)
• Ask a colleague to help you
• Put the tip sheet up near your PC
• Be a plain English champion
• Enjoy the process!
THE UK’S EUROPEAN UNIVERSITY
www.kent.ac.uk
