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10/15/2020 1 (Pla lain) Language Matters Using plain language to create web content that is accessible, usable, and understood Rachell Underhill HighEdWeb Annual Conference October 19, 2020 #HEWeb20 Rachell Underhill Director of Web and

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10/15/2020 1

(Pla lain) Language Matters

Using plain language to create web content that is accessible, usable, and understood

Rachell Underhill

HighEdWeb Annual Conference— October 19, 2020 #HEWeb20

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Rachell Underhill

Director of Web and Information Systems The Graduate School at The University of North Carolina at Chapel Hill

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What is plain language? Why use plain language? Plain language principles Top plain language tips Examples Strategies & Resources

What is PL? Why use PL? Principles Tips Examples Resources

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What is PL? Why use PL? Principles Tips Examples Resources

What is plain language?

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What is PL? Why use PL? Principles Tips Examples Resources

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.

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What is PL? Why use PL? Principles Tips Examples Resources

What is plain language?

It’s a (federal) law!

Happy 10th Birthday Plain Writing Act of 2010!

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What is PL? Why use PL? Principles Tips Examples Resources

What is not plain language?

  • “dumbed down” or baby talk
  • condescending
  • only for simple topics
  • unacademic or unscientific
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What is PL? Why use PL? Principles Tips Examples Resources

Plain Language is not unacademic

“The misconceived notion that long sentences and big words make you sound smarter (or more professional) results in great sacrifices to readability and credibility.“

  • Nielsen Norman Group

“Plain Language Is for Everyone, Even Experts”, October 8, 2017

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What is PL? Why use PL? Principles Tips Examples Resources

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

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What is PL? Why use PL? Principles Tips Examples Resources

Plain Language is not inaccurate

“If anything, plain language is more precise than traditional legal 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

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What is PL? Why use PL? Principles Tips Examples Resources

No one has ever complained that a text was too easy to understand.

  • Nielsen Norman Group

“Plain Language Is for Everyone, Even Experts”

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What is PL? Why use PL? Principles Tips Examples Resources

Why use plain language?

What’s in it for me?

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What is PL? Why use PL? Principles Tips Examples Resources

Is plain language a requirement for accessibility?

  • Yes!
  • WCAG 2.1, Guideline 3.1: Readable

“Make text content readable and understandable.”

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What is PL? Why use PL? Principles Tips Examples Resources

Are there other benefits?

Yes!

  • Improved usability
  • Improved comprehension
  • Improved adherence to instructions
  • Improved SEO
  • Improved writing
  • Reduced frustration
  • Reduced office visits, phone calls, questions, mistakes
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What is PL? Why use PL? Principles Tips Examples Resources

Improved usability

Readable content = Usable content

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What is PL? Why use PL? Principles Tips Examples Resources

Improved usability

Do you have readers who are… …busy? …distracted? …multi-tasking? …non-native English speakers?

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What is PL? Why use PL? Principles Tips Examples Resources

Improved comprehension

Case Study: Business Memos to U.S. Naval Officers

Comprehension improved 23% less time to read 50% less likely to need to reread

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What is PL? Why use PL? Principles Tips Examples Resources

Improved adherence to instructions

We already told them! It was in the email! Why don’t they know? It’s on the website! Students (faculty/staff/people) just don’t read!

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What is PL? Why use PL? Principles Tips Examples Resources

Improved adherence to instructions

Case Study: NYC criminal summons form (2017)

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What is PL? Why use PL? Principles Tips Examples Resources

Improved adherence to instructions

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What is PL? Why use PL? Principles Tips Examples Resources

Improved adherence to instructions

This redesigned court summons is keeping NYC citizens out of jail.

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What is PL? Why use PL? Principles Tips Examples Resources

Improved SEO

  • Plain language = search-optimized language.
  • Google’s Gary Illyes:
  • Voice search is increasingly popular
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What is PL? Why use PL? Principles Tips Examples Resources

Reduced fr frustration

Poorly written confusing web content

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What is PL? Why use PL? Principles Tips Examples Resources

Reduced office visits, phone calls, mistakes

Case Study: Letter from U.S. Department of Veterans Affairs

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What is PL? Why use PL? Principles Tips Examples Resources

Reduced office visits, phone calls, mistakes

BEFORE Dear _______________: Please furnish medical evidence in support of your pension claim. The best evidence to submit would be a report of a recent examination by your personal physician, or a report from a hospital or clinic that has treated you

  • recently. The report should include complete findings and diagnoses of the

condition which renders you permanently and totally disabled. It is not necessary for you to receive an examination at this time. We only need a report from a doctor, hospital, or clinic that has treated you recently. This evidence should be submitted as soon as possible, preferably within 60

  • days. If we do not receive this information within 60 days from the date of this

letter, your claim will be denied. Evidence must be received in the Department

  • f Veterans Affairs within one year from the date of this letter; otherwise,

benefits, if entitlement is established, may not be paid prior to the date of its

  • receipt. SHOW VETERAN'S FULL NAME AND VA FILE NUMBER ON ALL

EVIDENCE SUBMITTED. Privacy Act Information: The information requested by this letter is authorized by existing law (38 U.S.C. 210 (c)(1)) and is considered necessary and relevant to determine entitlement to maximum benefits applied for under the law. The information submitted may be disclosed outside the Department of Veterans Affairs only as permitted by law. AFTER Dear _______________: We have your claim for a pension. Our laws require us to ask you for more

  • information. The information you give us will help us decide whether we can

pay you a pension. What We Need Send us a medical report from a doctor or clinic that you visited in the past six months. The report should show why you can't work. Please take this letter and the enclosed Guide to your doctor. When We Need It We need the doctor's report by January 28, 1992. We'll have to turn down your claim if we don't get the report by that date. Your Right to Privacy The information you give us is private. We might have to give out this information in a few special cases. But we will not give it out to the general public without your permission. We've attached a form which explains your privacy rights. If you have any questions about this letter, you may call us at 1-800-827-1000. The call is free.

Generated 1,128 phone calls with questions about form Generated 192 phone calls with questions about form

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What is PL? Why use PL? Principles Tips Examples Resources

Reduced office visits, phone calls, mistakes

Case Study: Michigan public assistance renewal form – 2020

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What is PL? Why use PL? Principles Tips Examples Resources OLD NEW

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What is PL? Why use PL? Principles Tips Examples Resources OLD

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What is PL? Why use PL? Principles Tips Examples Resources NEW

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What is PL? Why use PL? Principles Tips Examples Resources

Reduced office visits, phone calls, mistakes

Case Study: Michigan public assistance renewal form – 2020

Old form completion rate: 73 % Plain language form completion rate: 96%

  • 50% fewer offices visits
  • 60% fewer errors
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What is PL? Why use PL? Principles Tips Examples Resources

Where should I use plain language?

Anywhere you want people to understand what you have to say!

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What is PL? Why use PL? Principles Tips Examples Resources

Plain language principles

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What is PL? Why use PL? Principles Tips Examples Resources

Plain language principles

  • Write for your audience
  • Follow web standards
  • Practice good writing
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What is PL? Why use PL? Principles Tips Examples Resources

Write for your audience

  • Question your assumptions
  • Think about who will be reading your content and what they

might be experiencing at that moment.

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What is PL? Why use PL? Principles Tips Examples Resources

Write for your audience

Instead of thinking: Consider asking: “What do I want to say?” “What does my audience need to know?” “How can I serve my institution’s goals?” “How can I serve my readers’ needs?”

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What is PL? Why use PL? Principles Tips Examples Resources

Write for your audience

  • Web users are task-oriented
  • Imagine the intended audience member sitting in front of

you

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What is PL? Why use PL? Principles Tips Examples Resources

Follow web standards for readability

  • Expect users to skim and scan
  • Include informative headlines and sub-headlines
  • Use generous white space and indentation
  • Highlight keywords and phrases
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What is PL? Why use PL? Principles Tips Examples Resources

Follow web standards for readability

  • Write in the inverted pyramid style
  • For longer articles, start with an explicit overview or summary
  • Use numbered lists for steps in a processes
  • Use bulleted lists, tables and illustrations to simplify complex content
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What is PL? Why use PL? Principles Tips Examples Resources

Follow web standards for readability

Use tables and illustrations to simplify complex content

“We must receive your completed application form on or before the 15th day of the second month following the month you are reporting if you do not submit your application electronically or the 25th day of the second month following the month you are reporting if you submit your application electronically.” If you submit your form: We must receive it by:

By email the 25th of the second month following the month you are reporting By mail or fax the 15th of the second month following the month you are reporting

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What is PL? Why use PL? Principles Tips Examples Resources

Practice good writing

“…the most valuable of all talents is that of never using two words when one will do.”

  • Thomas Jefferson
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What is PL? Why use PL? Principles Tips Examples Resources

Top plain language tips

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What is PL? Why use PL? Principles Tips Examples Resources

Top Plain Language Tips

  • Choose familiar, simple words
  • Write in a friendly conversational tone
  • Place words carefully
  • Use the active voice
  • Use pronouns to speak directly to your reader
  • Keep it short
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What is PL? Why use PL? Principles Tips Examples Resources

Choose familiar, simple words

 Don’t say ✓ Say

utilize, utilization use until such time as until with reference to about in a timely manner

  • n time, promptly

expeditious fast, quick We will endeavor to assist you. We will try to help you.

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What is PL? Why use PL? Principles Tips Examples Resources

Write in a friendly conversational tone

Write like you talk

  • Use contractions
  • Use the present tense
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What is PL? Why use PL? Principles Tips Examples Resources

Place words carefully

 Don’t say ✓ Say

Make an assessment Assess Have a meeting with Meet with Come to an agreement Agree The General Accounting Office made a recommendation that we take the program under review. The General Accounting Office recommended that we review the program.

Avoid nominalization - Don’t turn verbs into nouns

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What is PL? Why use PL? Principles Tips Examples Resources

Place words carefully

Reduce ambiguity

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What is PL? Why use PL? Principles Tips Examples Resources

Place words carefully

Place the main idea before exceptions and conditions

  • 1. Exceptions and conditions
  • 2. Rule or main idea
  • 1. Rule or main idea
  • 2. Exceptions and conditions
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The active voice should be used

“Mistakes were made.”

The active voice should be used

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What is PL? Why use PL? Principles Tips Examples Resources

You should use the active voice

  • Active voice makes it clear who is supposed to do what. It

eliminates ambiguity about responsibilities.

  • Passive voice obscures who is responsible for what.
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You should use the active voice

Put a doer before the verb.

 Passive voice ✓ Active voice

An arrangement must be established You must establish an arrangement

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What is PL? Why use PL? Principles Tips Examples Resources

Use the active voice

 Passive voice ✓ Active voice

The following information must be included in the application for it to be considered complete. The change must be approved by the student’s department chair. If you are determined to have a disability, we will provide you with the following:

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What is PL? Why use PL? Principles Tips Examples Resources

Use the active voice

 Passive voice ✓ Active voice

The following information must be included in the application for it to be considered complete. The change must be approved by the student’s department chair. If you are determined to have a disability, we will provide you with the following:

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What is PL? Why use PL? Principles Tips Examples Resources

Use the active voice

 Passive voice ✓ Active voice

The following information must be included in the application for it to be considered complete. You must include the following information in your application. The change must be approved by the student’s department chair. Your department chair must approve the change. If you are determined to have a disability, we will provide you with the following: If we determine that you have a disability, we will provide you with the following:

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What is PL? Why use PL? Principles Tips Examples Resources

Use the active voice

 Passive voice ✓ Active voice

The following information must be included in the application for it to be considered complete. You must include the following information in your application. The change must be approved by the student’s department chair. Your department chair must approve the change. If you are determined to have a disability, we will provide you with the following: If we determine that you have a disability, we will provide you with the following:

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What is PL? Why use PL? Principles Tips Examples Resources

Use pronouns to speak directly to your reader

You

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What is PL? Why use PL? Principles Tips Examples Resources

Use pronouns to speak directly to your reader

“More than any other single technique, using ‘you’ pulls users into the information and makes it relevant to them.”

  • plainlanguage.gov
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What is PL? Why use PL? Principles Tips Examples Resources

Use pronouns to speak directly to your reader

 Don’t say ✓ Say

Copies of the student’s tax returns must be provided. Who must provide whose tax returns? Grant applications will be reviewed to ensure that procedures have been followed. Who will review the applications? Who needs to follow whose procedures?

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What is PL? Why use PL? Principles Tips Examples Resources

Use pronouns to speak directly to your reader

 Don’t say ✓ Say

Copies of the student’s tax returns must be provided. Who must provide whose tax returns?

You must provide copies of your tax returns.

Grant applications will be reviewed to ensure that procedures have been followed. Who will review the applications? Who needs to follow whose procedures?

We review your grant application to ensure that you followed our procedures.

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What is PL? Why use PL? Principles Tips Examples Resources

Keep it short

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What is PL? Why use PL? Principles Tips Examples Resources

Keep it short

  • If you can convey the same ideas in fewer words, do it — even when

you write for highly educated audiences.

  • Web content should generally have 50% fewer words than you would

use in print.

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What is PL? Why use PL? Principles Tips Examples Resources

Keep it short

Use short sentences and short paragraphs. Recommended lengths:

  • Paragraphs of no more than 150 words in 3 to 8 sentences
  • Cover one topic in each paragraph
  • Sentences should be no more than 15–20 words.
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What is PL? Why use PL? Principles Tips Examples Resources

Keep it short

Eliminate the following types of words or phrases:

  • Redundancies
  • Idioms
  • Pointless modifiers
  • Meaningless generalities
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What is PL? Why use PL? Principles Tips Examples Resources

Keep it short

Avoid double negatives  Don’t say ✓ Say

The results are not inconclusive.

The results are conclusive.

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Examples

Found in the wild

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What is PL? Why use PL? Principles Tips Examples Resources

Examples – Graduate School @ UNC-CH

Residency inquiries regarding specific student situations or individual impacts as a result of the pandemic should be directed to RDS – contact information is available at: https://ncresidency.cfnc.org/residency Info/. If you have questions about your specific situation as a result of the pandemic, please contact Residency Determination Service.

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Examples – Graduate School @ UNC-CH

Applicants may apply for reimbursement within 30 days of their travel dates. Receipts will be required to demonstrate actual travel costs. You can apply for reimbursement within 30 days of your travel dates. You must provide receipts to show your actual travel costs.

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Examples – N.C. Unemployment Insurance

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What is PL? Why use PL? Principles Tips Examples Resources

Examples – Unemployment Insurance

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What is PL? Why use PL? Principles Tips Examples Resources

Examples – Unemployment Insurance

DETERMINATION Claimant is not disqualified for benefits. DETERMINATION Claimant is qualified for benefits.

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Examples – Unemployment Insurance

DETERMINATION John Doe is qualified for benefits. John Doe, DETERMINATION You are qualified for benefits.

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Examples – Tax software

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What is PL? Why use PL? Principles Tips Examples Resources

Examples – Tax software

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What is PL? Why use PL? Principles Tips Examples Resources

Examples – NC Vehicle registration !

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Strategies & Resources

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What is PL? Why use PL? Principles Tips Examples Resources

Strategies – Your content

  • Start with your most important or most visited content
  • Rewrite print documents before putting them online
  • Have the content specialist summarize the info to you in person
  • Avoid PDFs wherever possible
  • Check your assumptions
  • Try paraphrase testing
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What is PL? Why use PL? Principles Tips Examples Resources

Strategies- Getting buy-in

  • This can require a culture shift – it’s not easy!
  • Make sure your leaders are plain language supporters and

practitioners

  • Include plain language reminders in all-staff meetings so everyone is
  • n the same page
  • Hire a copywriter or student
  • Share examples of rewritten content, support and recognize those

who are making improvements

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What is PL? Why use PL? Principles Tips Examples Resources

Strategies- Use tools to check reading levels

  • Flesch-Kincaid Grade Level or Readability Grade

(1st grade - 18+)

  • Flesch reading ease score

(100 = Easiest to read, 0 = Most difficult to read)

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What is PL? Why use PL? Principles Tips Examples Resources

Strategies- Use tools to check reading levels

Readability score targets:

Most important information: Normal content:

Up to 8th grade level Up to 9-12th grade level Reading ease score of 60 or higher Reading ease score of 50 or lower

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What is PL? Why use PL? Principles Tips Examples Resources

Strategies- Use tools to check reading levels

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Flesch–Kincaid Grade Level 100 90 80 70 60 50 40 30 20 10 Flesch–Kincaid Reading Ease

Target

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What is PL? Why use PL? Principles Tips Examples Resources

Resources — PlainLanguage.gov

  • Checklists
  • Guidelines
  • Training
  • Resources
  • Examples

@govplainlang on Twitter

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What is PL? Why use PL? Principles Tips Examples Resources

Resources — Center for Plain Language

Center for Plain Language

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What is PL? Why use PL? Principles Tips Examples Resources

Resources – @plain_language Twitter

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What is PL? Why use PL? Principles Tips Examples Resources

Resources - Books

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What is PL? Why use PL? Principles Tips Examples Resources

Resources - Tools

  • Hemingway Editor
  • Microsoft Office Tools
  • Yoast SEO tool
  • Readable
  • Grammarly
  • SiteImprove
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What is PL? Why use PL? Principles Tips Examples Resources

Resources – Microsoft Office

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What is PL? Why use PL? Principles Tips Examples Resources

Resources – Microsoft Office

*You must ignore or correct all the issues raised by the grammar and spelling check before you can view the readability statistics.

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Resources – Hemingway Editor

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Resources – Yoast SEO for WordPress

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What is PL? Why use PL? Principles Tips Examples Resources

Resources – Readable

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What is PL? Why use PL? Principles Tips Examples Resources

Resources – SiteImprove

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Final statement

I hope that this presentation has been helpful in motivating you to start using and advocating for Plain Language at your institutions! I hope that this presentation has helped motivate you to start using and advocating for Plain Language at your institutions! I hope that this presentation has motivated you to start using and advocating for Plain Language at your institutions! I hope that this presentation has motivated you to use and advocate for Plain Language at your institutions! I hope you are motivated to use and advocate for Plain Language! I hope you will use and advocate for Plain Language!

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Thank you!

Rachell Underhill (@rmunde) Director of Web and Information Systems The Graduate School at The University of North Carolina at Chapel Hill runderhill@unc.edu