Plain2013 What's in a Name Neil James

Dr Neil James!Plain English Foundation!Australia!!!!

What’s in a name? The future for plain language in a converging communica7on profession !

N The school reunion So what do you do now?!

N What’s in a name? Neil James plenary PLAIN 2013 Vancouver © Plain English Founda7on 2013

N The school reunion test Activity Field Practitioner Checking your health Medicine Doctor

Doing a tax return Accounting Accountant

Learning new skills Education Teacher

Building a house

Construction Builder

Buying a property

Real estate Real estate agent

Fixing your pipes Plumbing Plumber

Preparing a document ? ?


N A problem we share

•  Plain language!•  Editing!•  Technical writing!•  Information design!•  Usability!•  Corporate communications!


N What’s in a name?

What’s in a name?!That which we call a rose!By any other name!would smell as sweet.!!


1.  A fragmented profession!2.  Reuniting communication!3.  The pressure to converge!4.  Implications for the future!

Topics for the session!What’s in a name?!

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•  Plain language!•  Editing!•  Technical writing!•  Information design!•  Usability!•  Corporate

communications!

Why so fragmented?


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1.  Historical contexts!2.  Fragmented theoretical base!3.  Rapidly changing practice!4.  Commercial pressures!5.  Divided institutional base!

5 reasons

What’s in a name? Neil James plenary PLAIN 2013 Vancouver © Plain English Founda7on 2013

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N 1. Historical contexts


Field Context Plain language Government and legal documents Technical writing Engineering and technical

documents Information design Graphic and product design Editing Books, newspapers and magazines Corporate communications

Public relations and marketing

Usability Human factors engineering

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A survey of 7 communications texts:!•  249 ‘theories’ of communication!•  80 per cent (195) appeared in only

one book.!•  Only 7 per cent (18) were included

in more than 3 books.!!Source: J A Anderson, Communication theory: !Epistemological foundations. New York, Guilford Press, 1996.!

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2. Fragmented theory


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N 3. We evolved rapidly


Period Key developments in technical writing Pre-1900 Morrill Acts 1862 liKed educa7on of engineers

Colleges faced literacy gaps in engineering students Early 20th century

Chandler Earle’s 1911 defini7on of ‘wri7ng abili7es’

1920s Sada Harbager English for Engineers 1940s-1960s World War ll boosted demand for technological

skills, along with long tail economic boom

First technical wri7ng socie7es and textbooks 1970s-1980s First major technical wri7ng journals

Growth in academic programs, distant from industry 1990s-2000s Impact of the personal computer, DTP, word

processing, usability and content management

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N 3. We evolved rapidly


Period Key developments in plain language

1940s-1960s Ernest Gowers (UK) and Rudolph Flesch (USA)

Focus on expression elements

Applica7on in government and media 1970s-1980s Rise of consumer movement and Plain English

Campaign. Mar7n Cu`s Guide and Clarity Addi7on of structure and document design Influence in law, finance and insurance

1990s-present

Growing use of tes7ng and design Expansion of applica7on Center for Plain Language and US Plain Wri7ng Act PLAIN and IPLWG

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‘Is plain language enough?!Many organizations are realizing that in fact more is needed. To achieve the goals of plain language - clarity and good comprehension - documents must go beyond the use of simplified vocabulary and sentence structure. … !Good content design enables readers to quickly and easily find and digest the information they need. This expanded definition is often referred to as clear and effective communications. …!!

4. Commercial pressures


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•  PLAIN and Clarity!•  STC, Tekom and IEEE!•  International Institute for

Information Design!•  Societ(ies) of Editors!•  International Association

Business Communicators !•  Usability Professionals

Association!

5. Institutional silos


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N Parallel evolution




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N One discipline?


‘We really are all about the user experience. My definition of usability is identical to my definition of Plain Language, my definition of reader-focused writing, my definition of document design … !We’re here to make the product work for people.’!Ginny Redish!!

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N Can we unite?


1.  A common heritage!2.  Overlapping definitions!3.  Differences of degree!4.  The push to professionalise!!

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N 1. A common heritage?


Rhetorical—communication as practical discourse.!Semiotic—communication as mediation by signs.!Phenomenological—communication as experience of otherness.!Cybernetic—communication as information processing.!Sociopsychological—communication as expression, interaction and influence.!Sociocultural—communication as (re)production of social order.!Critical—communication as discursive reflection.!Robert T Craig ‘Communication theory as a field’ 1999.!

!

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N The rhetorical tradition


5 canons of rhetoric!•  Inventio—developing content.!

•  Dispositio—arranging the text.!

•  Elocutio—setting the style.!

•  Pronuntiatio—delivering a speech.!

•  Memoria—remembering the text.!

!!

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N Rhetorical canons today


Traditional canon

Traditional application Current equivalent

Inventio! ‘Discovery’ of arguments! Content!

Dispositio! Arrangement of a speech! Structure!

Elocutio! Setting language level! Expression!

Pronuntiatio! Delivery of a speech! Design!

Memoria! Memorising long passages of text!

Data storage!

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N 2. Overlapping definitions


Plain language!‘A communication is in plain language if its wording, structure, and design are so clear that the intended readers can easily find what they need, understand what they find, and use that information.!Source: International Plain Language Working Group!

!

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N Technical writing


‘Technical communication is a broad field and includes any form of communication that exhibits one or more of the following characteristics:!•  Communicating about technical or specialized

topics, such as computer applications, medical procedures, or environmental regulations.!

•  Communicating by using technology, such as web pages, help files, or social media sites.!

•  Providing instructions about how to do something, regardless of how technical the task is or even if technology is used to create or distribute that communication.’!

Source: www.stc.org/about-stc/the-profession-all-about-technical-communication!

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N Information design


‘Information design is the defining, planning, and shaping of the contents of a message and the environments in which it is presented, with the intention to satisfy the information needs of the intended recipients.’ "!Source: www.iiid.net/Information.aspx!

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N Usability


ISO 9241-11!‘[Usability refers to] the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.’!Source: www.usabilityprofessionals.org/usability_resources/about_usability/definitions_of_usability.html!

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N Spot the difference


•  The subject matter?!•  The writing process?!•  The use of technology?!

•  The people we date?!

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N 3. Degrees of difference


•  Contexts we operate in!

•  Texts we work with!

•  Extent of our intervention!

•  Focus of our work!

•  Methods we apply!

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N A rhetorical spectrum


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N 4. The push to professionalise


Our other common headache!

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N The options paper


1.  A common definition!2.  International standards!3.  Training!4.  Research!5.  Advocacy!6.  Certification!7.  A governing body!

Clarity!"#$%&'()''''''''''!*+%#$%&',-.-

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Dr Annetta Cheek1. Defining plain language 5

Lynda Harris, Susan Kleimann andChristine Mowat2. Setting plain language standards 16

Helena Englund Hjalmarsson andKarine Nicolay3. Training for plain language 26

Dr Karen Schriver and Frances Gordon4. Grounding plain language in research 33

Carlos Valdovinos5. Advocating plain language 40

Sandra Fisher-Martins6. Certifying plain language 46

Dr Neil James and Eamonn Moran7. Strengthening plain language institutions 54

Clarity and general newsThis issue 3Contributing to the journal 32Member and other news and events 53How to join Clarity 61Message from the Presidents 62

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N Testing professional status


1.  Full time occupation!2.  Work based on extensive theoretical framework!3.  Field with presence in universities!4.  Requires extensive specific education !5.  Professional association or institute!6.  Testing and certification of competence!7.  Code of ethics or conduct!8.  Fee paid work for individual clients!9.  Mobility and autonomy of practitioner !10.  Institutional experience and ongoing learning!11.  Recognition of social benefit of occupation!12.  Regulation and authorisation through statute!

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N Testing professional status


Criteria Edi*ng Tech. comms

Plain lang.

Info. design

Usability

Full 7me occupa7on ü ü ü ü ü

Theore7cal framework Part Part Part Part Part

University presence ü ü Part Part Part

Extensive specific educa7on Part Part Part Part Part

Fee-‐paid work ü ü ü ü ü

Mobility and autonomy ü ü ü ü ü

Exp. and ongoing learning Part Part Part Part Part

Professional associa7on ü ü ü ü ü

Tes7ng and cer7fica7on ü Part û û û

Code of ethics Part Part û û Part

Regula7on through statute û û ü Part û

State recogni7on of benefit û û ü Part û



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N What is convergence?


Technological convergence: the tendency for different technologies to evolve toward performing similar tasks.!Digital convergence: the merging of IT, telecommunications, electronics and entertainment industries.!Accounting convergence: the development of single accounting standards internationally!Logic: the tendency for different transformations of the same state to end up at the same end state.!!!!!

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N Communication convergence


The tendency for different communication fields over time to apply a common range of methods.!

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N The pressures to converge


1.  Technology!

2.  Information age!

3.  State sanction!

4.  Self-interest!

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N 1. Technology the main driver


•  Writer!

•  Editor!

•  Typesetter!

•  Designer!

•  Proofreader!

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N The disappearing proofreader


Letterpress: attached to printing presses!Offset lithography: moved to publisher!Digital printing: merged with editorial!E-publishing: outsourced or merged!

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N 2. The information age


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N 3. State sanction


The Plain Writing Act!‘To enhance citizen access to Government information and services by establishing plain language as the standard style for Government documents issued to the public.’!

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N 4. Our own interest


1. Resources!

2. Recognition!

3.  Impact!

4.  Income!

5. Professional status!!



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N The plain language future


•  Communication will be highly fluid!

•  There will continue to be a demand for us!

•  We need to adapt to new skills and methods!

•  Opportunities will emerge across fields!

•  There will be increasing reason to converge!

!

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N Step 1: start some dialogue


•  Within each field!

•  Between fields!!

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N Step 2: do some research


•  What do we each do?!

•  Where do we work?!

•  What texts do we work on?!

•  What skills do we have?!

•  What do we earn?!

•  What are we called?!

!

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N Step 3: put pieces together


•  Draw from research!•  Formalise the dialogue!•  Look at institutional

options!•  Consider federation or

mergers!•  Move cautiously!!

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N Step 4: engage stakeholders


Academy!•  Unify research and theory!•  Negotiate a home!Industry!•  Research job requirements!•  Map future benefits!Government!•  Inform and seek support!!

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N Step 5: pick a name


•  Plain language !•  Clear communication!•  Technical writing!•  Information design!•  Editing!•  Usability!•  Professional communication!

!

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N My crystal ball


•  Plain language !•  Clear communication!•  Technical writing!•  Information design!•  Editing!•  Usability!•  Professional communication!

!

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N More at the conference…


Effective writing is a key to professional success

Would you rather read this?

It is incumbent upon management to display appropriate behaviour and verbalise what is consistent with the messages that are being conveyed via your business communication methodologies.

Or this?

As a manager, you should always demonstrate the communication methods of your business.

Getting your message across clearly and persuasively can make all the difference to your career. Whether you work in government or law, business or finance, engineering or IT, the chances are that writing takes up a fair part of your day. But in every workplace, even the best ideas can fail if you cannot communicate clearly.

Writing at Work gives you a practical toolbox to write more effective submissions, reports, letters, emails and memos. Whether you need help with planning a document, structuring the text, selecting the right tone or reviewing the final product, this book has the practical tools to achieve your writing goals.

Neil James has road-tested his methods in writing workshops with thousands of professionals. He uses actual workplace examples to show how the principles of effective writing work in practice.

Writing at Work offers a systematic method for professionals at all levels to make their writing clear, efficient and effective.

‘Businesses are beset by their own bad writing, which bewilders and baffles their internal and external customers. Readers crave clarity and brevity. This excellent book shows how to give them what they want.’

Martin Cutts, author of The Oxford Guide to Plain English

cover design and photograph by fisheye design, sydney WRITING & EDITING

‘If you write at work, this book is for you. It bristles with practical ideas—your letters, reports and memos will never read the same again!’

Peter Butt, Professor of Legal Writing, University of Sydney

Writing at W

orkN

eil James

E: [email protected]!T: @drplainenglish!W: www.plainenglishfoundation.com!F: www.facebook.com/plainenglishfoundation!

$30 at conference www.allenandunwin.com

$20 at conference www.scribepublications.com.au!

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N Copyright notice


This presentation is the property of Neil James, the Plain English Foundation, and other respective owners, and is protected by copyright, trademark and other intellectual property laws. It can only be viewed and downloaded for personal and non-commercial use. Material must not be reproduced in any form, or used for any purpose other than for individual reference, unless the owners give permission to do so in writing. !