Improve your communication and outreach skills

Make yourself understood

When you write a text, you want others to understand you and benefit from what you write. This applies to articles, websites, presentations, plans and e-mails. To succeed, you should imagine who you are writing to and adapt the text to him or her. 

Most of us – whether we are academics, leaders or administrators – are accustomed to a way of writing that may seem unfamiliar to others. We think we write clearly, but we use terms that others would not. And along the way, we loose readers.

Government employees are required to use so-called plain language. It is communication your audience can understand the first time they read or hear it. Below you will find a language guide and ten plain language tips that can help you to be understood by your readers.

How to write clearly – Language guide

The Department of Communication has created a language guide (PDF). It is only in Norwegian, but the plain language principles also apply to English. 

It is a language checklist that everyone at UiT should be able to use and benefit from. It shows how to write clearly so that readers can find, understand and use the information presented.

When should you use the language profile?

We recommend that you use it as a checklist when writing/designing

• e-mails
• information for websites, or developing websites and digital forms
• research articles and opinions
• news and announcements
• job postings, plans and presentations

PS: If you don't know Norwegian, we recommend the plain language guide by the European Commission.

10 tips for clear writing

Below is a checklist for clear writing, which we recommend that you use when writing and developing digital websites and services. Most of the tips can be found in the language profile and on the clear language pages of the Norwegian Language Council.

1. Imagine who you are writing to – and adapt the text to him or her.

2. Explain why the reader should spend time on the text – and possibly which action he or she should take.

3. Make headings and subheadings that summarize the main points – and write what is the most important to the reader first.

4. Use short sentences, say one thing at a time, and use periods – avoid unnecessary clarifications.

5. Write in an active voice – say who is doing what (John studied how people are affected by the coronavirus) – avoid writing in the passive voice (the corona research was performed by John)

6. Avoid using nouns when you can use verb  – instead of writing «we made a recommendation of the procedure», write «we recommended the procedure».

7. Choose words you use when speaking – and explain technical terms that the target group does not use.

8. On web pages, use descriptive link texts with words that the target audience knows – and if possible, add a help text.

9. Write short summaries of documents and regulations you refer to – and attach the full document or legal text for those who want to read them.

10. Proofread and use this checklist – this will increase the chances of people reading and comprehending your text.

Do you need help and advice? Please contact the Communication section.