Excerpt from Successfully Integrating Plain Language — How Literacy, Essential Skills, Communications and Training Professionals Use Plain Language Panel
Presented at PLAIN2013 Conference, Vancouver, BC 

See full presentation and others from PLAIN2013 at SlideShare.net/plain2013conf

By Kate Harrison Whiteside, Key Advice
Panel Chair and Presenter

I can confidently say we have 'come a long way' in the field of plain language over the last 20 years. But, we need to take plain language to the next level. It is at a pivotal point and with the global energy from this Conference, I hope to see it gain even more power through integration.

  Plain language is gaining strength as it builds partnerships:
·      across sectors, 
·      across government levels, 
·      across the globe. 

Plain language often gets hidden in the complex function that is communications – especially in today's 
·      chaotic, 
·      changing and 
·      challenging technological environment. 

We have made great strides – it is recognized, organizations are asking how do I do it (not what is it). 

Key Questions

·      How do we keep this exciting momentum going? 
·      How do we make sure plain language is built into all agendas? 
·      How do we promote the power of plain language – and get heard? 

The answer is simple – integration.

Amanda Lang - The Power of Why: Simple Questions that Lead to Success. 

I was quite inspired by Canadian CBC business correspondent Amanda Lang's book: The Power of Why: Simple Questions that Lead to Success. 

Lang says innovation is all about making small, but important, changes that improve existing things – it's not about being an inventor. 

Lang also goes on to say innovation is really about common sense. 

I'm seeing plain language here.

Richard Branson, Virgin

My entrepreneurial hero, Virgin's, Richard Brandson, has broken down many business barriers, and achieved huge success. 

In a recent column he wrote in Canadian Business Magazine on the dire state of today's organinizational mission statements, Richard pleads with writers to create a simple, say it once, 'motto'­ – instead of a mantra. 

He challenges his readers to try the Twitter 140 character rule when writing a mission statement! 

Only plain language can help you achieve such greatness!

Social Media

Plain language advocates are embracing social media to connect and share ideas and success stories – and discuss best practices in the best way possible – online.

Cheryl's LinkedIn Plain Language Advocates members and PLAIN's Forum members are busy sharing and questioning. Hash tag 'plain language' in Twitter. This is not idle chitchat. These are professionals sharing ideas, moving plain langauge forward, sharing best practice, integrating it with social media platforms for global impact. 

Three Keys to Success

Over the last two decades I have worked on variety of plain language projects. 

·      a pan-European educational website
·      a newspaper advert explaining property taxes
·      a provincial driver's handbook
·      a municipality strategic plan.

These projects all had plain language practices in common. And, as I grew with plain language, three keys to success kept re-surfacing: 

The three keys are:

1. always work with a cross-organizational team – strength in numbers
2. include a training component – share the wealth
3. encourage investment in user testing – user feedback speaks volumes.

Combine these three strategies – and you will find integration – and your project – are more successful.

Panel speakers: Cindy Messaros, AWES; Terri Peters, tlp consulting; Diana Twiss, Decoda Literacy Solutions. Read what people had to say on the PLAIN2013 blog.

The plain language movement is maturing - and along with this comes established plain language policies and procedures. They are the leaders of this long trek to integrating clear communications. Literacy, transparency and economic development depend on plain language - so having some road maps on how to achieve this is an advantage to meeting goals.

Governments - national and local - are slowly joining the parade and finding benefits in their plain language policy investments. But, just as - or perhaps more - important is that their audiences can achieve more, understand more and participate more. 

Change fear into a challenge
Although many of you may feel fear hearing the words 'policies and procedures' - change that to a challenge to move forward with confidence. Your organization may be experiencing repetitive problems, dissatisfied clients, and employees complaining of 'too much information'. Have you considered how plain language policy might be a solution to all these?

Research plain language policies
The first step is to research others' plain language policies and procedures to get insights into how you can introduce yours. Build in a training component - as the power that comes with knowing how to apply plain language will go a long way to building commitment to this change in culture. And, use a communal approach to creating your guidelines.

I recently did a plain language edit and re-write of an SME's policies and procedures manual. It had originally been drafted to satisfy a regulatory body. But, the owners saw value in editing it for the intended audience - their staff. With half the words, half the size - including adding a table of contents to lead readers to the increased number of headings and subheadings - the new document was user-oriented. 

So no matter what your challenge, what size your organization, or what your priority is  - a plain language policy or an organizational policy written in plain language can have far-reaching, long-lasting benefits you can be proud of and develop over time. There will always be skeptics: but, in my experience, it is just as easy to collect positive feedback.

Plain language policy examples
Public Works and Government Services Canada Translation Bureau - Plain Language Guide
Government of Canada - Language Portal - Tools for Writers - Plain Language
CBC Video Interview - City of Calgary Plain Language Policy
Howto.gov - Plain Language Regulations Webinar
US Dept of Health - Nat'l Institutes of Health - Clear Communication: An NIH Health Literacy Initiative
Plain Language Wiki 


Share your plain language policy resources by commenting here.


Register for PLAIN2013 - find out more at plain2013.org

What do an organizational executive director, a training professional, two communication consultants and a program director have in common. They are all on the Successfully Integrating Plain Language: How Literacy, Essential Skills, Communications and Training Professionals Use Plain Language panel I am hosting at PLAIN2013.

With past experience in all these fields - some involving plain language services - I am curious to see how these professionals articulate their plain language integration experiences. 

I think plain language is the glue that holds a message and a reader or user together. Without it, the connection can be fragile. Clear communications has the power to bridge gaps, increase usability, and create results. In today's marketplace, we must be aware of the need to deliver messages that are read. Plain language is a great step to making that happen.

I recently edited a standard city property tax notice, using plain language guidelines, for the version that went into the local print media. 
The proof is in the pudding. Seeing is believing. But, there is so much to learn about how plain language is evolving, can be used and integrated into all we do. That's why I will be at PLAIN2013. The program is going to help me fill up my tool kit, so I can integrate plain language even more. See you there!

Register now for PLAIN2013 to take advantage of the early bird registration.

Plain language has always been about readers, users, viewers and listeners accessing information and acting on it. So has the term 'plain language' lost its impact? Do we need to progress to accessible language? Or, clear language? These and other topics surrounding the application of plain language will be debated, options explored and ideas reformed at the PLAIN 2013 Conference in Vancouver, Oct 10-13.

Plain language has been slowly working its way into government, legal, education, health and other fields for several decades. But, it really gets attention when a city or province or country tackles this mammoth task. Calgary, Alberta is a recent example.

It started with Ald. Druh Farrell proposing the city re-vive its plain language policy and live by it (July 2011). The mayor supported and staff started out on the plain language journey - with promotions, training and projects. This is how it is supposed to happen. One step at a time. And, the people who have to put the plan into practice are the ones who need the 'clearest' understanding about the role 'accessibility' plays in the process. This action is getting a lot of media attention - which is good, regardless of their take on it. Talking about plain language is a huge part of getting a policy, plan or project in motion. (Check out Key Advice Facebook Page for key links in this discussion).

This Plain 2013 conference blog post highlights how it is exploring the concept and practice of accessibility in everything from its plenary panel to World Cafe round robin sessions. And, it  will be discussed, debated and re-defined by everyone there. From these interactions, plain language and accessibility will be clarified and perhaps a new 'name' for this important practice will be formed.
However, I don't think the name is as important as the practice. So call it what you will - just ensure 'accessibility' is at the heart of everything you do. And, get it integrated into your organization's strategy.

This is the time for innovation. As demand rises for skills, government funding shrinks and talent enters today's workforce, old models of workplace learning need to be replaced. But, one thing that needs to stay is a focus on strong communications - and that means literacy, essential skills and plain language need to play on the same team.

These three have been in the same arena for some time. But, now they must be given equal opportunity to be integrated into learning - and create a strong based for learner-centred training from the beginning.

NALD's recent feature - 'Thinking about the Embedding of Essential Skills - Especially for 21st Century Learners', by Pat Salt, a learning support strategist with PLS Consulting in Calgary, delves into the 'new approach' needed. Her approach was explored at a recent pan-territorial forum, Made in the North.

The Environmental Research Web site reports on how plain language was used in a poll to help clarify the raging debate about climate change. The Vision Prize poll of earth and climate scientists asks straightforward questions. The success has been measurable, and they are extending the survey to more participants. It shows a commitment to research using plain language to help clear the air around a very divisive topic.

Despite the arrival of March 1 - and World Book Day - the UK's Literacy Trust found a quarter of adults hadn't read a book in the last six months. One answer: Quick Reads released a number of titles costing 1 pound each. It may not be the answer, but it is an answer. 


These examples show responses to critical issues - with the audience's needs up front -are demonstrating  strength of a solution shared by literacy, essential skills and plain language.

The next step must be the integration of these three keys - literacy, essential skills and plain language - into learning success at every step of the planning process.  

Find out more at the PLAIN2013.org Conference plenary session on integrating plain language. 

The State of the Literacy and Essential Skills Field Pan- Canadian Report is the Canadian Literacy and Learning Network's latest 'environmental scan' of Canada's literacy and essential skills status. It's a broad view of where we are and plain language does get a mention. But, only a small one. How can plain language play a bigger role?

The report highlights youth, seniors, immigrants and aboriginals as key players in the future of our growth (GDP) and economic development as a nation. One thing many of these key sector members share is language skill diversity. Like all workers, skill development is the glue that will strengthen their roles in the workplace, and hold our economy together as we face future challenges. But, for people with literacy or essential skill challenges, acquiring, using and enhancing skills is directly linked to comprehension. Plain language is the key to ensuring training - particularly materials - meet their needs.

Yet, still the new kid on the block, plain language's mention comes as a report recommendation for governments:
"1. Implement a plain language policy for all print materials in all languages." Page 70. 

This is just the tip of the plain language discussion iceberg. We need to strengthen our ties with literacy and essential skills fields. We need plain language to be a key player, not just a mention, in studies. Now is the time. 

Come to PLAIN 2013 Conference in Vancouver, Oct 10 -13. An exciting panel discussion is planned with representatives from literacy, essential skills, training and plain language fields. The panel will take the pulse of this key topic and see if there is a future for a healthy relationship.

Too often content comes at the bottom of the communication or website planning list. In fact, over half of website launches are delayed due to content issues coming up at the end of the process, instead of at the beginning. And, a lot of time is wasted re-writing print content, because defining the 'who' and asking for audience input was left out or left too late. At the Literacy and Learning Symposium 2012, Terri Peters and I presented "The Power of Plain Language – telling the story straight".  She dealt with the print side, and, I looked at plain language website tips. Here are some key points we shared.

Always start with the 5 Ws: who, why, what, where, when. Spend time carefully, and deeply analyzing your audience (who) and purpose (why). All content decisions should be made based on these two key points.

Website audiences can be categorized as user who are skimmers - on a mission to find something, fast. Website users scan in an F pattern, seeking headings, subheadings and links.  Readers scan also. Are you giving your readers and visitors what they want? The best way is to ask and involve them. See the links below for some tips.

Plain language is all about accessibility. Print design is about being reader-friendly. And websites are all about usability. Putting print and web design together with plain language can deliver powerful results. 

Today's audiences are media savvy. They want visual and audio options, as well as text. Give them video, podcasts, galleries. Satisfy their hunger. But, don't over do it. The easyread.drugabuse.gov site is a great example of the blending of written and visual elements.  And, in print - use simple and realistic graphics, supported by a readable font, and a design that uses lots of white space.

With the help of an experienced assessor, carry out usability testing before you go live or go to print. You'll be glad you did.

Put your readers first; put content at the beginning the communications plan; and follow plain language guidelines from start to finish. The results will be satisfying – for you and your users.

Here are more helpful links:

Power of Plain Language Bibliography

Usability testing sites:
www.Online-utility.org
read-able.com (web content)
readabliity-score.com

Sample plain language websites:
easyread.drugabuse.gov                
www.gov.ns.ca/wcat 
www.thewclc.ca/edge                              
www.literacy.ca
sarn.ca

If this looks like the kind of presentation you'd like for your organization, please contact me, Kate Harrison Whiteside at
[email protected] or Terri Peters, TLP Training at, [email protected] 

Mark Your Calendars for Plain Language Association International's PLAIN2013 Conference in Vancouver - Oct 10-13, 2013. Celebrate with us...Keep searching for PLAIN2013. The website is coming soon.

In the last week I have had the brilliant opportunity to participate in two community awareness and fundraising events. One was local to BC, the Columbia Basin Alliance for Literacy (CBAL) and Black Press Reach-A-Reader Day literacy campaign. The other was International Plain Language Day Oct 13, iplday.org, a virtual, global celebration. They may seem worlds apart - but really they are very close in many ways - and we can all learn from them.

CBAL's local literacy awareness and fundraising campaign involved partnerships, promotions, and people - volunteering time to shout about it on street corners in their towns. They raised funds that stay in their communities - by taking donations and handing out local newspapers. It was energizing to see the support live. And, the results will be felt in these communities as the funds stay with them to support local programs.

International Plain Language Day, Oct 13 celebrations involved the global community - Canada, US, UK, South Africa, New Zealand, and more - supporting this cause with local meetings; a virtual conference using YouTube, SlideShare, their website; and, social media - LinkedIn, Twitter, Facebook. Donated presentations made up the content, volunteers promoted it, and hundreds watched, listened, posted and tweeted about plain language. It was motivating to be part of it. And, the results wil be felt far and wide, as the plain language global community opens its doors and invites everyone in.

These two events may seem totally unrelated - but they both had common themes: increasing people's access to and understanding of - education opportunities; health and legal information and services; workplace training and learning opportunities; community support and participation. They were both led by passionate professionals and supported by committed volunteers - and followed on an idea someone felt was important. There is a lot of powerful energy that comes from these types of events. Harness it, learn from it, and put it to work in your community.

Launching a plain language initiative in most organizations means a major shift in policies, procedures and culture. And, like any shift, it needs a strong coach, backed by a committed team, and fans. It is best to start out in the little leagues and work your way up to the majors. With International Plain Language Day Oct 13 just over two weeks away - why not use it to get you started.

Training is a big part of developing any skill. See if you can get a plain language training session in your organization. PLAIN (Plain Language Association INternational) has a members database to help you find an expert in your area. If one isn't nearby, many are ready to be brought in by video conferencing technology. It could be the way to get launched.

The best teams have the best coaches. If you don't see yourself in the role of plain language champion - find one. They should have some knowledge of plain language, be respected, work well as a leader, have good project management skills - and believe in plain language. If you need help getting them on track - watch the IPLDay promo videos on YouTube. Then come back to the IPLDay channels on YouTube and SlideShare on IPLDay Oct 13 for more presentations. You could use these as part of your recruitment campaign to get a cross-representation of members on your team.

Once your team is set up and has had some training - pick a project. Keep it simple to start. A form. A letter. A company-wide document. It is worth investing in a trainer - a plain language professional - to walk you through the first challenge. Think of it as training the trainer. You can learn a lot - and with expert guidance - achieve success. It's a win-win for everyone.

It's a big step and a big commitment - but it can net big results. Plain language saves time and money - and leads to happy clients. It can make your organization a winner - move you to the top of the standings - make you stand out fHere are some helpful links. Let us know how it goes.

IPLDAY.org

Plain or clear communications is often focused on the content - but design plays a huge part. In London this week, at the Design Festival, Siegal + Gale hosted a discussion on the power of simple designs. 

The Wallace and Gromit creative director, a University of Reading professor, a London tailor and British Library entrepreneur-in-residence all gave their reasons for backing simplicity in design. 

So, what does this mean for the plain language communicator on the street?

Let clear design help you stand out.

Siegal + Gale's president of EMEA (Europe, Middle East and Africa) Philip Davies called simplicity 'a powerful tool' that gives organizations the competitive edge.

The panel discussed simplicity vs simplistic - a debate that echoes plain language vs clear communications discussions that took place at the PLAIN conference in Stockholm in 2011. Watch the video.

The next time you do a project, find a designer with a plain language or clear design portfolio. They exist. My experience with them in print and on website projects has been enlightening.

Watch the International Plain Language Day Oct 13  video and find or start a local celebration event.