Branding and Style Guide
Are you writing for school leavers, business people or the general public? Who else could read it? What do they need to know and what do they already know about the topic? How do you want them to read the piece and what do you want them to do after reading it? Will they read it in a print publication or on the web?
It is vital to consider these questions to ensure that your message is clearly communicated and easily understood. Thinking about your potential readers, their needs and their background knowledge will help you determine the most suitable language, tone and level of formality for your message and for the context.
See also Addressing the reader and
referring to the University
The language you use, and how you use it, will affect the readability of your writing. For a standard level of readability, keep sentences relatively brief. Diversity in sentence construction also contributes to readability, though, so try to incorporate a mix of sentence length and complexity.
Plain English promotes clarity and, consistency. Using plain English will help to communicate your message as simply and as effectively as possible, and create a credible and favourable image of the University.
Some basic recommendations:
For more information and guidelines read Plain English at work (Department of Education, Science and Training website).
Ensure that the language you use represents all people regardless of gender, race, age, religion or any other factor.
Using inclusive language will help you avoid ambiguities in
your writing and will reduce the risk of projecting any presumptions about
the roles of different groups in society. For more information, read the
University’s
Inclusive language policy.
Allow enough time to revise your work thoroughly. When assessing your own writing or someone else’s, look for anything that will compromise clear expression. Repetition, wordiness and poor grammar, spelling and punctuation can distract the reader and detract from your message.
It can be difficult to remain objective when reviewing your own writing so, if possible, have someone else read it, or allow yourself time away from the piece before revisiting it. It can also be useful to read your work aloud.
Don’t rely on spell-checkers or ‘auto-correct’ utilities to accurately or thoroughly review your work as they:
It is also useful to establish a style sheet (RTF file) as you review written work. Noting any decisions you’ve made as you edit text will promote consistency in your writing and save you time. Refer to the quick reference style sheet (RTF file) for ideas.
