Local governments across the country (and around the world) are facing an unprecedented challenge: communicating clearly about a pandemic in a time of news deserts and fractured social media. In a whirlwind of press releases, tweets, posts, and emails, Plain Language is essential.
There's plenty to learn about Plain Language, but here are 4 basic steps you can start with:
1. Identify the essence of your message.
We're already a society of speed readers and skimmers. Anxiety makes it worse. Don't overcomplicate things right now. Know what your reader needs and make it easy for them.
Tools you can use:
Clear headers
Tables and bullets
Graphics
Straightforward language
These posters from Elon University are clear because they use clear headings and graphics and focus on a single topic per poster.
This set of FAQs from Mecklenburg County, NC translates a government directive into clear guidance. It's not short and graphic like the posters, but it states questions in plain language and gives lists of what "you can" and "you should not" do.
Whatever you're writing, use the same language you would use if you were talking to the reader face-to-face. Short sentences, everyday terms, and avoid government jargon and bureaucratic formulations.
2. Know your audience.
Who are you talking to and what do they need? If your government agency is operating in a new condition, your residents don't need to know the inner details of your staffing policy. What they want to know is whether the trash will be picked up and when. Can they walk on the trails? Who do they call with a question?
Tailor your communications to the audience. Attempting a one-size fits all approach might seem efficient (get it all out at once) but that tends to generate more questions or misunderstandings. When people get information they need, and they know what to do with it, it's reassuring. Clarity frees you up to spend time on the next task.
3. Run it by a test-reader before you hit send.
We're all working extra long days, and it the clock is racing forward. Everything feels like it needs to go out ASAP, but the extra minutes it takes to get fresh eyes on your writing are worth it.
Don't explain what your document is intended to do; let someone read it.
Then ask: What did you get from this?
Why? If they got the essence you identified in step 1, great!
Then ask: What would you do now?
Why? Check to see if the follow-up you wanted was clear. If you're asking them to social distance and they say they don't know what you mean, you need to add specific language.
Then ask: Was anything unclear?
Why? Even if they basically got your first two questions, your test-reader can help you drill down. Would a graphic have been better? Did you include something they didn't need? Maybe they have a follow-up question you can answer before your announcement goes out.
4. Believe your readers.
If you get the same question multiple times, your readers are telling you something isn't working. Listen to them. A revision isn't a sign of weakness or stupidity, it shows you're doing your best to be clear. Nobody gets it right all the time and being open to hearing what isn't working is just as important as doing a good job in the first place.
If you have examples of plain language communication from your local governments, feel free to share them here. It might make someone's job easier today.
And if you have a chance, there's nothing more Plain Language than saying, "thank you" to someone working in your community. Believe me, it'll mean a lot.
Stay safe.
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