Communicating clearly to Irish citizens through our website. Presented by Niamh Buckley and Fergal McGovern.

1. Communicating clearly to Irish
citizens through our website
Niamh Buckley and Fergal McGovern
Clearer language,
greater efficiency and
effectiveness
17 – 20 September
Dublin l September 18, 2015

2. • Create a better digital experience for stakeholders.
• Redesign the structure and information architecture of the website.
• Ensure all content is easily accessible.
• Improve the quality and clarity of the content with a focus on Plain Language.
• Review, monitor and update.
Website Communication Goals
Overall objective – Engage and Connect with Stakeholders in a meaningful way

4. Getting the environment right.

5. Considerations before achieving our website goal of
clear communications and plain language
Website design
Information architecture &
structure
Usability
Easy navigation
Accessibility
Functional (Responsive,
CMS, SEO, Analytical tools)
Operational
Mind set and behaviour
change
New way of writing
Select dedicated resources
Training
On-going Maintenance
strategy
Review and monitor

6. DCENR used a 3-phased approach
Planning &
…Analysis
Execution &
Implementation
Maintenance
Strategy

7. Phase 1 Planning & Analysis
Phase 2 Execution & Implementation

8. Phase 3 – Maintenance Strategy
Resources
Process
Training
Monitoring
Reporting
Appoint content editors to represent each sector.
Brief all senior management on plans.
Manage the rotation of staff.
Guidelines and easy to follow procedures to be
followed for a smooth operation.
Refresher training courses for existing content editors and
“how to” training modules for new editors.
Review all activity on a regular basis using tools
to monitor and to help improve outputs .
Circulate reports to peers and senior management to
amplify awareness.

9. • Rotation of resources in government
• Perception that plain language means dumbing down copy
• Website communication considered as a secondary thought
• Shift in mind set – a completely new way of thinking
• Time
• Briefing and direction
Challenges faced

10. Analysing the DCENR’s website for clarity and consistency.

11. Clarity Grader analyses Web
Content/Copy for Clarity and
Consistency.
So our customers communicate
more effectively with their target
audience

12. 1. Hard to measure site copy complexity
• Particular areas of focus, broadcasting, communications
2. Apples for apples comparison
• helped prioritise migration focus with objective metrics – long sentence%, passive voice %
3. Not a panacea
• Part of overall project effort - But helps Editors/writers focus on areas most in need
Why is this important for the DCENR project?

13. How did we measure clarity?

14. Example Analysis – 100 Pages Analysis
Broadcasting
Communications
Natural
Energy

15. Example Analysis – 100 Pages Analysis
Broadcasting
Communications
Natural
Energy
Takeaway:
Complex content across all
sections of the site. Levels of
long & run-on sentences high.
Audience will not read or
engage.

16. • Short
• Simple
• Accurate
Lists should be
57% of sentences > 20 words
32% use passive voice
Readability level requires 3rd level degree
57% of sentences > 20 words
32% use passive voice
Readability level requires 3rd level degree

17. Page Analysis Breakout
• Color-coding shows blue for long sentences (> 20 words)
• Passive is maroon
• Long Words are dotted/underlined , word > 3 syllables – candidates for revision

18. How can we do better?
VS.
1 sentence - 52 words
2 sentences – 14 / 15 words each
• Pronouns – we / you
• ’12’ versus ‘twelve’
• Dialogue between you and visitor
• The framework and associated environmental assessments (including Strategic
Environmental Assessment and Appropriate Assessment) will be prepared over the coming
twelve months and will provide an opportunity for all stakeholders including local
authorities, potential project developers and local communities to be consulted and have an
input into the national policy for wind export.
- We will prepare the framework and associated environmental assessments in the next 12
months.
- You will then be able to provide feedback into the national policy for wind export.

19. What else?
Testing for Jargon & Acronyms

20. • Short
• Simple
• Accurate
…we created a simple dictionary of acronyms
If used, then is it used sparingly?
with a definition?

21. Scan results across different sections
Takeaway: probably acronym heavy copy in
the pages we scanned.Acronyms

22. An acronym heavy page – needs fixing should be
Takeaway: Overused DCENR
No definitions

23. ...and the page at the time
http://www.dcenr.gov.ie/Communications/Knowledge+Society/BenefIT/BenefIT+Digital+Ski
lls+Training+Grant+Scheme.htm

24. Backup

25. Online - stakeholders have different needs

26. Contact us:
Niamh Buckley,
Department of Communications, Energy and Natural Resources
niamh.buckley@dcenr.gov.ie
Fergal McGovern
CEO of VisibleThread
fergal.mcgovern@visiblethread.com