Plain Language 2015 Dublin Conference

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 [email protected]

Fergal McGovernCEO of VisibleThread [email protected]