Transcript
Communicating clearly to Irish citizens through our website Niamh Buckley and Fergal McGovern
Clearer language, greater efficiency and effectiveness17 – 20 September
Dublin l September 18, 2015
• Create a better digital experience for stakeholders.• Redesign the structure and information architecture of the website. • Ensure all content is easily accessible. • Improve the quality and clarity of the content with a focus on Plain Language.• Review, monitor and update.
Website Communication Goals
Overall objective – Engage and Connect with Stakeholders in a meaningful way
Getting the environment right.
Considerations before achieving our website goal of clear communications and plain language
Website design Information architecture &
structure Usability
Easy navigation Accessibility
Functional (Responsive, CMS, SEO, Analytical tools)
Operational Mind set and behaviour
changeNew way of writing
Select dedicated resourcesTraining
On-going Maintenance strategy
Review and monitor
DCENR used a 3-phased approach
Planning & …Analysis
Execution & Implementatio
n
Maintenance Strategy
Phase 1 Planning & Analysis Phase 2 Execution & Implementation
Research & Objectives
Resource
Training/ Experts
Branding
Site Structure
Design & Developmen
t
Content Developmen
t
Auditing & Testing
Phase 3 – Maintenance Strategy Resources
Process
Training
Monitoring
Reporting
Appoint content editors to represent each sector.Brief all senior management on plans.Manage the rotation of staff.
Guidelines and easy to follow procedures to be followed for a smooth operation.
Refresher training courses for existing content editors and “how to” training modules for new editors.
Review all activity on a regular basis using tools to monitor and to help improve outputs .
Circulate reports to peers and senior management to amplify awareness.
• Rotation of resources in government• Perception that plain language means dumbing down copy• Website communication considered as a secondary thought• Shift in mind set – a completely new way of thinking• Time• Briefing and direction
Challenges faced
Analysing the DCENR’s website for clarity and consistency.
Clarity Grader analyses Web Content/Copy for Clarity and
Consistency.So our customers communicate
more effectively with their target audience
1. Hard to measure site copy complexity
• Particular areas of focus, broadcasting, communications
2. Apples for apples comparison
• helped prioritise migration focus with objective metrics – long sentence%, passive voice %
3. Not a panacea
• Part of overall project effort - But helps Editors/writers focus on areas most in need
Why is this important for the DCENR project?
How did we measure clarity?
Example Analysis – 100 Pages AnalysisBroadcasting
Communications
Natural
Energy
Example Analysis – 100 Pages AnalysisBroadcasting
Communications
Natural
Energy
Takeaway:Complex content across all sections of the site. Levels of long & run-on sentences high. Audience will not read or engage.
• Short
• Simple
• Accurate
Lists should be
57% of sentences > 20 words
32% use passive voice
Readability level requires 3rd level degree
57% of sentences > 20 words
32% use passive voice
Readability level requires 3rd level degree
Page Analysis Breakout• Color-coding shows blue for long sentences (> 20 words)
• Passive is maroon• Long Words are dotted/underlined , word > 3 syllables – candidates for revision
How can we do better?
VS.1 sentence - 52 words
2 sentences – 14 / 15 words each• Pronouns – we / you• ’12’ versus ‘twelve’• Dialogue between you and visitor
• The framework and associated environmental assessments (including Strategic Environmental Assessment and Appropriate Assessment) will be prepared over the coming twelve months and will provide an opportunity for all stakeholders including local authorities, potential project developers and local communities to be consulted and have an input into the national policy for wind export.
- We will prepare the framework and associated environmental assessments in the next 12 months.
- You will then be able to provide feedback into the national policy for wind export.
What else?Testing for Jargon & Acronyms
• Short
• Simple
• Accurate
…we created a simple dictionary of acronyms
If used, then is it used sparingly?with a definition?
Scan results across different sections
Takeaway: probably acronym heavy copy in the pages we scanned.Acronyms
An acronym heavy page – needs fixing should be
Takeaway: Overused DCENRNo definitions
...and the page at the time
http://www.dcenr.gov.ie/Communications/Knowledge+Society/BenefIT/BenefIT+Digital+Skills+Training+Grant+Scheme.htm
Backup
Online - stakeholders have different needs
Contact us:
Niamh Buckley, Department of Communications, Energy and Natural Resourcesniamh.buckley@dcenr.gov.ie
Fergal McGovernCEO of VisibleThread fergal.mcgovern@visiblethread.com
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