Review by Kate Harrison Whiteside
The story behind Write’s (Write.co.nz) success is all about how they live and breathe what they do. Their goal is to save organizations and people from bad communication and give them the tools to create memorable messages. This time they’ve taken on the universal challenge of too much (often not very interesting) information. They show us how to tell stories that will free up decision-making, motivate leaders, and ​empower people. And, all this because an idea, pitch or choice is best presented in a story framework the audience can relate to. Simple!

Let's bring storytelling at work to life
So, why haven’t we been doing this style of communicating all along? Well, writing styles are often entrenched in organizations and professions, deadlines force the writing process to by-pass audience focus, and leadership is needed to make a change in direction. The motivation may be there, but skills and knowledge may need help. Write’s Storytelling at Work online course and workbook are there to take you above and beyond. 
 
The online course reflects the very core of clear communication (plain language) in its simple presentation style, understandable content, video and text options. The content is discussed in the video, supported by the workbook exercises and finishes off with a quiz to help you measure progress. 
 
Your new skills will generate interest
With Write’s storytelling guide in your pocket, you are ready to turn ordinary ideas into memorable stories and apply these to brilliant effect in your writing life at work. Don’t worry if this is all new. Write works their magic throughout the course. You’ll learn the types of story themes, the stages that build a bridge (story arch) as your story goes from a situation, to a spark point, to a solution. Just take a deep breath and dive in.
 
I took this online course and highly recommend it. I’ll be putting it to use immediately with a new client. Contact me if you are interested in finding out more.
 
Kate Harrison Whiteside
kate@keyadvice.net
Plain language consultant and trainer
Keyadvice.net
PlainLanguageAcademy.com

Plain language is now a global profession
When plain language first became mainstream, in English-speaking nations and countries such as Sweden, it was often called plain English. That was in the 90s. Today, plain language is practiced in many countries, in many languages. So, how do you manage a movement that covers so many countries, organizations, audiences and topics? You set a standard.

New media, methods and messages
​The old methods of a readability test, a grade level and a quick edit have evolved into new practices. Thanks to leaders in the field carrying out research, tracking progress and sharing findings, the plain language process has matured. It now integrates design and usability. Technology has had a major influence. The process, much like marketing, includes a clear plan, audience assessment, clear writing and editing to facilitate understanding, navigation and action; design for accessibility; and reader or user testing. Users drive successful projects. They are involved throughout. And, standards will help ensure we are achieving plain language in a systematic way that meets their needs.

Skill goals for the future
​Skill development is challenging organizations as the effects of technology, the environment and economics keep changing. Conferences, courses and collaborations have helped make plain language more mainstream. However, as a trainer and consultant, I am often asked by clients and students for a recognized plain language 'stamp'. The proposed standard is looking at training as well as application. Soon we will be starting with and sharing a recognized definition and guidelines to ensure we are providing consistent quality. That's what standards do.

The Plain Language Standards working group has representatives from Australia, New Zealand, Sweden, Norway, the US, Mexico, Argentina, Canada and Portugal. All members are passionate about plain language and the standard. How lucky are we? Very. Visit the International Plain Language Federation website to find out more.

Lexicology recently posted a piece with the title Climate change - a plain language guide for business. It was well organized. It may have met its primary audience's needs. However, jargon clouded the issue. Terms like 'global stocktake' (which showed up as a spelling error for me), 'ratchet mechanism', 'material fiscal risks', 'acute catastrophic' and 'gradual onset' detracted from the message. I have a business. I am concerned. But, the jargon didn't persuade me to read on or take action.

Scientific America published an article that is clear, well-organized, concise and targeted. Scientists need to communicate their findings in plain language so planners can look ahead, not use old standards. It was a good read. How to Talk Global Warming in Plain English, even though it is from 2016, shows how applying plain language guidelines can help get the message across.

The UK's Guardian newspaper lead the way in changing the lexicon of climate reporting. Their readers' editor highlighted the publishers' new initiative by defining the words and phrases they would now use. For example, global warming will now be global heating, as is it a more accurate description. The article highlights climate change's need for a "robust new language to describe it". I like the sections, definitions and explanations designed to answer questions and feedback the public gave them. The involvement of their audience in crafting a response is a key component of the plain language process.

The next time you craft a blog, opinion piece, organizational directive, why not search the Internet for the topic adding the words 'plain language'. I hope you are pleasantly surprised.

The truly collaborative, universal, inclusive content Readability Guideline project is now drawing conclusions. It will create a style guide that includes plain language recommendations. Content Design London is leading the project using Slack and Wikidot. As we are often challenged to create or follow a style guide, having one with this kind of solid research, global input and varied expertise behind it is invaluable. 



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Focus on accessibility 
​Plain language is all about accessibility and this is a critical factor in online content. The project’s Beta phase discussions focused on 15 topics. Under plain language their recommendations include:

• Make content understandable and clear for users who may have a variety of literacy and accessibility challenges.
• Always use short, common words.
• Avoid jargon, abbreviations and acronyms.

They consulted Web Content Accessibility Guidelines (WCAG) 2.0, Nielsen Norman Group and R. Trudeau on legal plain language, just to name a few.

Plain language readability guidelines
Their public wiki activity identified these readability guidelines supported by evidence:

• Use simple sentences.
• Keep link text at the end of a sentence.
• Avoid referencing gender or age in content.
• Choose respectful vocabulary.

Their research showed readability best practice should include plain language, active tense, good grammar and accurate punctuation.

Where to next?
They will continue to usability test important readability questions. Topics are still open for discussion and people with relevant data should share it.

Support this initiative by using #readabilityguidelines, providing any research-supported readability data you have collected or donating funds.

Thanks to Rob Mills at Gather Content for his blog share.

Another great resource is the online, searchable UK Government Style Guide. 

I am committed to FireSmart and all the work they do to help people protect their homes, neighbourhoods and communities from wildfires. This was my first work as a plain language editor for signage. Working from content that came with academic and public-sector influences, we ‘whittled’ away at the words until we had content that was concise, educational and would help readers navigate the site. Images were selected to support the content. For accessibility to information, we considered the size and position of the signs. Signs are basically instructions. But, they offer limited space. The project will be launched in the spring. People will certainly provide their feedback once the trails are open. We really did make every word count and plain language helped us achieve this.

As I worked through all these projects, I was motivated by the solutions and opportunities plain language offered, regardless of the challenge.
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