Writing skills - the principles

Principles of Writing
Wednesday 9 July 2014
Communicating Europe+
www.communicatingeu.com

Communicating Europe+
Andrew Manasseh
• 25 years training, business
development, staff management and
training
• Clients in Europe, Africa and the
Middle East
• 10 years EU communications, PR,
media training
• Work with EU trade associations,
NGOs, EU institutions, governments,
corporate.

Management communications training
Europe, Africa and the Middle East
Brussels
EU trade associations
Corporate public affairs
Public affairs agencies
NGOs
Regional offices
Chambers of Commerce
EU institutions
Other European clients
Corporate clients
Governments
EU funded programmes and projects
intergovernmental agencies

I also work with colleagues
• Public relations consultants
• Public affairs practitioners
• Social media consultants and digital agencies
• Journalists and writers
• Lawyers
• Management trainers

Professional Development training
• Personal communication skills
• Writing skills
• Strategic communications
• Media relations, media training
• Management communications
• Performance management skills

Part 1 Modern writing principles
Texts should be
clear
Communicating Europe 2014

Modern Writing
Clear
ConciseSimple

Effective Writing
• What precisely is the central issue?
• To what degree does the audience understand
the issues and terminology?
• What are the main ideas that need to be
expressed and which ideas can be left out?
• How are you going to structure your text so
that they are consistent and clear?
Management Communication Training
2013

Clear, simple, concise
Before
High-quality learning environments are a necessary
precondition for facilitation and enhancement of the
ongoing learning process.
After
Children need good schools if they are to learn
properly.

Clear, simple, concise
Before
If there are any points on which you require
explanation or further particulars we shall be glad to
furnish such additional details as may be required by
telephone.
After
If you have any questions, please ring.

Part 2 Your readers
Who are you
writing for?

Types of reading
• Skim reading: general understanding
• Scan reading: looking for one specific item
• Reading for detail: to understand exact
arguments, position, points

Good and not so good readers
Efficient
• Has a clear purpose
• Reads ideas
• Reads multi-word phrases
• Visualises ideas
• Has a sufficient vocabulary
• Marks or highlights texts
• Sorts ideas into critical,
interesting or trash
Inefficient
• Has not decided on aim
• Reads words in isolation
• Reads every word
• Lip reads / vocalises
• Unfamiliar with key vocabulary
• Does not make notes
• Reads everything

Writing tips
Eight essential tips to more effective
writing

Tip 1 Use shorter, simpler words
• Our experts postulate that the evidence is
conclusive in supporting our assertion.
• Our experts claim that the evidence supports
our idea.

Postulate
pos·tu·late
[v. pos-chuh-leyt; n. pos-chuh-lit, -leyt] Show IPA
verb (used with object), pos·tu·lat·ed, pos·tu·lat·ing.1.to ask, demand, or claim.
2.to claim or assume the existence or truth of, especially as a basis for reasoning or
arguing.
3.to assume without proof, or as self-evident; take for granted.
4.Mathematics, Logic. to assume as a postulate.
Noun
5.something taken as self-
evident or assumed without proof as a basis for reasoning.
6.Mathematics, Logic. a proposition that requires no proof, being self-
evident, or that is for a specificpurpose assumed true, and that is used in the proof
of other propositions; axiom.
7.a fundamental principle.
8.a necessary condition; prerequisite.

Tip 2 Put important
information at the beginning
• Even with the differences of opinions, the
members of the working groups agreed to
conclude the negotiation.
• Members of the working group agreed to
conclude the negotiation despite some
differences in opinion.

Tip 3 Use verbs that carry meaning
• Please do an invoice and send it to the project
lead partner.
• Please invoice the project lead partner.

Tip 4 Use active sentences
• Such revision procedures should be achieved
at the shortest possible delay possible by the
secretariat.
• The secretariat should revise the procedures
as soon as possible.

Tip 5 Avoid redundant words
• Due to the ongoing , not yet conclusive,
discussions we will need to delay the decision
• We will need to delay the decision due to
ongoing discussions

Redundant or not?
• When is it necessary to include two words
that mean the same thing?
• “Our processes are efficient and effective”
Question - Is it necessary to include both the
process and the outcome?

Tip 6 Avoid starting sentences with
the gerund (ing form)
• Being aware of the president’s negative
opinion we have prepared a statement
• We have prepared a statement as we are
aware of the president’s negative opinion

Sentences should be simple
• Subject + Verb + Object
S + V + O

Tip 7 Minimize use of meaningless
phrases
• Basically, the fundamental problem is capacity
• The main problem is capacity

Tip 8 Be careful with jargon
• This programme provides funding for
beneficiaries from third countries
• The aim is to mainstream these ideas into
regional policy initiatives
• The project actions need to be executed by
next month

Recap
1. Use shorter simple words
2. Put important information at the beginning
3. Use verbs that carry meaning
4. Use active verbs and sentences
5. Avoid redundant words and phrases
6. Avoid starting sentences with gerund (ing forms)
7. Minimize use of meaningless phrases
8. Avoid jargon and institutional language

Readability
On-line Utility tool to assess the
readability of your documents

On-line Utility - a tool to help you test readability

On-line Utility tool for readability
Number of words
and sentences per
text
Average number of
words per sentence
Gunning Fog – how
many years of
academy study you
need to understand
Flesch reading ease
100 = easy
0 = very difficult

Paragraphs and sentences
Structure – the importance of
paragraphs and sentences

Paragraphs – the big idea
• Paragraphs have a big idea. They should start
with a topic sentence.
• A topic sentence helps the reader understand
the focus of the paragraph.
• A topic sentence allows reader to ‘skim’ the
entire text for general meaning.

Sentences
• Sentences contain one idea
• They should have a simple structure
• Subject + Verb + Object
• Sentences can have up to two clauses which
are separated by a comma

Sentences and clauses
• Defining relative clause
An agreement that encourages a risk based approach for regulations is
paramount.
• Non defining relative clause
An agreement that encourages a risk based approach for regulations,
based on principles of sound science, risk assessment and risk
management, and transparency is paramount.

What you will do with this training
What can I apply to
my job?
What resources do I
need?
How can I further
practise?
What else could I
benefit from
learning?

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For more information about our training courses
info@communicatingeu.com
http://communicatingeu.com/
www.linkedin.com/A Manasseh
twitter.com/andimanas

Writing skills - the principles

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