Writing for extension audiences 2021
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The document provides guidelines on writing in plain language for extension audiences, emphasizing the importance of clear communication that is easily understood by readers. Key strategies include identifying the audience, using active voice, and breaking up text with headings to enhance readability. Additionally, plain language is defined as respectful of readers' time and enhances accessibility while being precise and effective in conveying information.
Writing for extension audiences 2021
- 1. Writing for Extension Audiences How to translate scientific writing for clientele Amy Cole, M.A., UXC Digital Media Program Manager University of Arkansas System Division of Agriculture Cooperative Extension Service
- 2. What we will cover today: Overview of plain language 1. Identifying (and writing for) your audience 2. Changing passive voice to active voice 3. Breaking up text with headings
- 3. Use Plain Language Translate complex information into understandable copy.
- 4. What is plain language? Plain language (also called plain writing or plain English) is communication your audience can understand the first time they read or hear it. Source: www.plainlanguage.gov/about/definitions/ Material is in plain language if your audience can: •Find what they need •Understand what they find the first time they read or hear it •Use what they find to meet their needs
- 5. What do people want from Extension digital media? • Answer their questions • Do a task • Solve a problem • Engage in social conversation
- 6. Website plain language tips include: • Make your web content less wordy than print. • Read your page out loud. Does it sound natural? • Keep your content task-focused. • Leave white space. • Highlight keywords and phrases. • Use pronouns to speak directly to your reader.
- 7. Plain language is NOT unacademic. “Research shows that higher literacy people prefer plain English because it allows them to understand the information as quickly as possible.” Plain English for the web The University of St Andrews
- 8. Plain language is not inaccurate. “If anything, plain language is more precise than traditional legal (or scientific) writing because it uncovers the ambiguities and errors that traditional style, with all its excesses, tends to hide.” -Joseph Kimble Writing for Dollars, Writing to Please: The Case for Plain Language in Business, Government, and Law
- 9. Using plain language is being respectful of your reader’s time. Plain language saves time both for you in writing the content and the reader. All they want you to do is get to the point! https://www.slideshare.net/PlainTalkConf/janice-ginny-redish-content-as-conversation-writing-for-the-web
- 10. -Nielsen Norman Group “Plain Language Is for Everyone, Even Experts
- 11. Plain language is a requirement for accessibility. • WCAG 2.1, Guideline 3.1: Readable “Make text content readable and understandable.” https://www.slideshare.net/PlainTalkConf/janice-ginny-redish-content-as-conversation-writing-for-the-web
- 12. Plain language benefits all audiences including: Mobile phone site visitors Distracted readers Multi-taskers Non-native English speakers
- 13. Plain language helps get your pages found. Visitors using voice search will be more likely to find your page in mobile search listings if you can read the page out loud and it sounds natural.
- 14. What do you know about your audience? Source: https://plainlanguagenetwork.org/plain-language/what-is-plain-language/ • What is their age? • What is their profession? • What is their education level? • What are their interests (for social media writing)? • How do they consume information (phone, desktop, social media, video, etc.)?
- 15. Knowing your audience helps direct how you write your content. Source: https://plainlanguagenetwork.org/plain-language/what-is-plain-language/ • What information do they already know? • What do they want to achieve by reading your communication?
- 16. Example of knowing your audience: Arkansas pesticide applicators Source: https://plainlanguagenetwork.org/plain-language/what-is-plain-language/ • What is their age? ranges from mid 20s-70+ • What is their profession? row crop farmers • What is their education level? high school grad and above • How do they consume information (phone, desktop, social media, video, etc.)? mobile phone
- 17. Example of knowing your audience: Arkansas pesticide applicators www.uaex.edu/pat • What information do they already know? They know they need a license. • What do they want to achieve by reading your communication? How to get training and, ultimately, an applicator license.
- 18. “Before” video of our Pesticide Applicator Training landing page www.uaex.edu/pat
- 19. Clearly identifying your audience tells the reader they’re in the right place. www.uaex.edu/pat
- 20. Knowing the expertise and interest of the reader allows you to write directly for that person.
- 21. Use Active Voice Make your point clearly.
- 22. What is passive voice? Passive voice means that a subject is a recipient of a verb’s action. You may have learned that the passive voice is weak and incorrect, but it isn’t that simple. Active voice means that a sentence has a subject that acts upon its verb. The speech was given by Fred. Fred gave the speech.
- 23. To change a sentence from passive voice into active voice, identify the subject. Before: There are approximately four training sessions per year, for individuals needing the take the exams. After: We offer four annual training sessions.
- 24. Active voice reduces reader confusion. In most cases, readers prefer the active voice rather than the passive. Passive Voice The issuance of the pesticide applicator license is the responsibility of the state plant board. Active Voice The state plant board issues the licenses.
- 25. Practice time! How would you rewrite this sentence in active voice? An issue with the third session has arisen.
- 26. Using active voice has many benefits for your audience.
- 27. Chunking & Headings Break up text and keep your readers engaged.
- 28. Use content chunking to make content easier to digest. Content chunking is the strategy of breaking up content into shorter, bite- size pieces that are more manageable and easier to remember.
- 29. Four tips for chunking information 1. Create headings that contrast with body text 2. Highlight keywords (bold, italic, etc.) 3. Use bulleted or numbered lists 4. Write a short summary paragraph for longer sections of text, such as articles Source: https://www.nngroup.com/articles/chunking/
- 30. Examples of content chunking
- 32. Headings break up the text into more usable chunks.
- 33. Chunking and headings are useful when translating fact sheets into webpages.
- 34. Examples of three chunking techniques https://www.uaex.edu/farm-ranch/animals-forages/beef-cattle/nitrate-poisoning-in-cattle.aspx
- 35. Don’t hog the conversation. Take turns by using headings. • Headings are the site visitor’s turns in the conversation. • Headings provide context so people can make sense of what follows. • Headings help the author organize the content for their readers. https://www.slideshare.net/PlainTalkConf/janice-ginny-redish-content-as-conversation-writing-for-the-web
- 36. What types of headings work well? • Questions (How can I enroll my child in 4-H baking camp?) • Action phrases (Enroll your child in 4-H baking camp.) • Statements (Baking camp is open for kids ages 8-12.) https://www.slideshare.net/PlainTalkConf/janice-ginny-redish-content-as-conversation-writing-for-the-web
- 37. What headings don’t work well? Nouns and noun phrases are categories but NOT good headings • Baking camp • Dates and introduction • Family survey • Camp committees and members • Policies and rules https://www.slideshare.net/PlainTalkConf/janice-ginny-redish-content-as-conversation-writing-for-the-web
- 38. Writing headings as “how to” headers also improves the likelihood your pages will be found in voice search. “Hey Siri, How can I get started with chair yoga?”
- 39. Reduce wordiness with headings Before: You must be aware that this emergency procedure will certify you for the current year only (instead of the five years provided by a regular recertification session) and may be used only once per individual. After: How long will my emergency certification last? One year for emergency licenses. How often can I be emergency recertified? Once.
- 40. When in doubt do a usability test.
- 41. Recap • Plain language is not unacademic. • Plain language required by accessibility standards. • Identify and write for your audience • Use active voice • Break up your text with headings • Create headings that contrast with body text (use questions, actions, statements) • Highlight keywords (bold, italic, etc.) • Use bulleted or numbered lists • Write a short summary paragraph (or “fast facts” at the top) for longer sections of text, such as articles
- 42. Some helpful links for web writing Nielsen Norman Group https://www.nngroup.com/ Plain Language for Government https://www.plainlanguage.gov/ Ginny Redish, Ph.D https://redish.net/
- 43. Questions?
- 44. Thank you! Amy Cole, M.A., UXC Digital Media Program Manager University of Arkansas System Division of Agriculture Cooperative Extension Service