Words are blocks for communication, and with every sentence writers have the ability to provide clarity or confusion. Often times, organizations scramble trying to describe the complexity of their establishment with simplicity. This is how I ensure the words I use effectively inform readers:
One of the most easily overlooked aspects of writing is the intended audience(s). Writers can beautifully convey a message for the wrong crowd. For instance, writing about policy is different depending on if your audience agrees or disagrees with a political decision. As I write, I consider the position and attitudes of the target audience(s) to increase the likelihood that my message will be well received.
Genre is a fancy term for different categories of writing. Expectations for communication change between different types of media. While my overall audience may remain the same, writing for a social media post usually has a different tone than a press release. Understanding appropriate genre conventions helps meet reader expectations and can even help an organization reach a broader audience of people.
As I stated in the beginning, organizations should seek to provide clarity to their stakeholders. At the heart of providing clarity is an awareness of purpose. Writing to promote an upcoming event has a different purpose than writing to communicate an impact statement. When organizations have so much going on internally, it is important to consider that what is obvious on the inside may not be so obvious to an outside audience. Pinning down the primary purpose of a deliverable brings clarity by highlighting its importance.