The Importance of Using Plain Language in Local Government Communication
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What is Plain Language?
Plain language, also referred to as plain English or plain writing, is communication that is clear, to the point, and easily understood by the intended audience.
Plain language is used widely in the legal community, because plain language is more accurate and less ambiguous than other methods of written communication. Businesses use plain language to develop a clear brand voice and speak directly to customers.
The use of plain language in government developed from a need to make government more accessible to the public.
Since the end of World War II to early 2000s, the use of plain language in government has evolved from being an encouraged practice to required by law.
According to the Plain Language Act of 2010, plain language is “writing that is clear, concise, and well-organized” and that “avoids jargon, redundancy, ambiguity, and obscurity”.
This Act requires all federal agencies to use plain language writing in all government documents issued to the public to “make it easier for the public to read, understand, and use government communications”.
The goal of using plain language according to the Federal government is to ensure the intended audience can:
“Find what they need
Understand what they find
Use what they find to meet their needs”
What was once a “movement” is now a well respected and highly valued method of communicating clearly and accurately to all audiences in all industries.
Why is using Plain Language important?
It’s hardly a debate that government documents can be riddled with bureaucratic terminology and evasive posturing, and not written with the intended audience in mind.
Without proper training on plain language methodology, it’s easy for practitioners to produce documents quickly without considering the document’s intended audience and whether it fits into the organization’s brand voice.
Plain language is more than simple using clear and concise vocabulary; rather it is a communication strategy that incorporates brand values, voice, and style with the ability to enhance an organization’s mission with every plain language document.
Failing to incorporate plain language strategy into communication efforts can hinder organizational growth, tarnish public perception, and weaken public trust.
Poorly written documents, websites and other material compound over time, signaling to the public the organization does not prioritize customer service.
Documents and communication that are challenging for the public to read can:
Discourage participation in government programs and services
Impede public compliance of policies and laws
Exclude certain groups from comprehending important information
Erode public trust in government
What are the benefits of using plain language in local government?
According to Federal Government guidance on implementing the Plain Language Act, plain writing can:
“improve public understanding of government communications;
save money and increase efficiency;
reduce the need for the public to seek clarification from agency staff;
improve public understanding of agency requirements and thereby assist the public in complying with them;
reduce resources spent on enforcement;
improve public understanding of agency forms and applications and thereby assist the public in completing them; and
reduce the number of errors that are made and thus the amount of time and effort that the agency and the public need to devote to correcting those errors.”
While Federal agencies are required to use plain language in all communication and documents the public may consume, most local governments do not have such a requirement.
Local governments may struggle with obtaining talent capable of implementing plain language in outward facing communication, or cannot keep up with the constant training required to educate the workforce.
Here are 7 ways using plain language can benefit local governments:
Using plain language during crises or emergency situations to communicate updates and other important information ensures the majority of the public understands and can comply with directions.
Using plain language in all public facing material makes it easier to translate into different languages.
Using plain language on websites to give directions, answer FAQs, and provide information reduces the number of citizen calls asking for clarity or exemptions.
Using plain language in announcements and press releases reduces the chance of being misunderstood or information taken out of context.
Using plain language increases public confidence in the ability of local governments to respond to the needs of citizens.
Plain language increases equitable access to local government services and programs.
Plain language improves community engagement with local government.
Plain Language Techniques for Local Governments
The Federal Government published an entire guide on plain language and provides a number of tools and resources for the public to reference on this topic.
There are entire courses and books written on how to incorporate plain language in your communication efforts. Here are just three of many plain language techniques local governments can begin implementing.
3 Plain Language Techniques for Local Governments
Use common words your audience will understand. This doesn’t mean you should write at the 8th grade level unless that is your intended audience. If your audience is PhD educated, use language that would appropriately resonate with them.
While it may be tempting, try to avoid writing to other stakeholders, interest groups, or lawyers who may be associated with your audience or may end up reading your communication. Write to lawyers only if they are your intended audience.
Speak directly to your reader and write what they want to know. Do some research to understand who your audience is, what their problems are, and what they need from your organization. Be as direct as possible in your communication to them, especially if you’re giving them instructions.
Example: If you want a building permit, here’s what you need to know.
Use pronouns when giving directions to avoid using the passive voice. Avoid using the passive voice when possible. Passive voice is not directed to anyone, which can create ambiguity and confuse your reader. Direct is best.
❌ Ten (10) copies of building plans must be provided.
✔ You must provide ten (10) building plan copies.
What can Local Governments do to increase use of Plain Language?
Provide training on plain language to all leaders and communicators.
Designate ‘Plain Language Liaisons’ in each department to reflect the organization’s priority to use plain language and to promote agency responsibility.
Conduct a plain language audit of all public facing documents and communications.
Understand and communicate how plain language is part of the organization’s brand voice and reflects organizational values.
Develop organizational style guides, checklists, and reference materials for all employees to access.
Using plain language in local government is critical to ensuring equitable access to government and improved citizen engagement. Without carefully considering how public facing documents are drafted, there will always be room for exclusion.
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