questions and answers about the 2015 clearmark awards
TRANSCRIPT
Questions & Answers Webinar
ClearMark Awards
Center for Plain Language December 4, 2014
About the ClearMark Awards
What are ClearMark Awards? ClearMarks are peer-reviewed awards that honor the best plain language communication produced in North America by government, private sector and non-profit organizations. The awards networking banquet will be May 12, 2015 at the Washington DC Press Club.
4 reasons to enter 1. Earn recognition for excellent writing 2. Get written feedback from professionals 3. Attend the banquet at the Press Club 4. Support the Center for Plain Language
How to enter
Information and entry form:
www.centerforplainlanguage.org/clearmarks/ Note: This page includes a fillable PDF that you can use to plan and get preapproval for your entry, if your organization requires it. You will need to copy/paste the information from the pre-approval form to the entry form.
Entries accepted: Jan 1-31, 2015
Award levels
Award of Distinction
Category Winner
Grand Award
Award Categories
2 Languages
English Spanish
5 communication types
1. Original documents 2. Legal documents 3. Websites 4. Multimedia 5. Before & after
3 organization types
Government Private sector
Non-profit
How many entries win?
Award of Distinction
Category Winner
Grand Award
Up to 30% of entries Award of Distinction
1 winner / category up to 13 English up to 4 Spanish Category Winner
1 English Award 1 Spanish Award Grand
Award
Who should enter? Plain language writers who • wrote or substantially improved a communication for
consumers • published between 2012- 2014.
• You can attend the ceremony to receive your award. Don’t enter if: • You entered the same or a similar document last year. (Substantially
changed documents can be re-entered.) • You have won your category within 2 years.
What if …. …I’m a contractor who created a document on behalf of a client or government agency? … I work for an American organization creating documents for people outside the USA? … I work for a global organization creating documents for people in the USA?
How much does it cost? Entry fees per entry, payable by credit card
Non-members $135 / entry Government agencies $100 / entry Members $ 85 / entry Entry fees defray the cost of the ceremony and, when possible, support other Center initiatives.
Shameless plug For $135, you can • Submit 1 entry at the non-member rate of $135 or • Become a member ($50) and enjoy a year of benefits • Submit your entry • Save even more by submitting additional entries
How are winners picked?
Grand Award
Award of Distinction
Category Winner
Award of Distinction
Category Winner Panels of 3-‐4 Plain Language Experts
review, score and select winners
Head Judges, Category Leads and Invited
Industry Experts select Grand Award
Who are the judges?
• Plain language professionals, assigned to review entries in their specialty area (for example, health literacy, writing for government, websites/multimedia)
• Native speakers of the language they are judging in • Unpaid volunteers
Another plug: What judges do… 1. Attend several orientation calls 2. Review 8-20 entries in a single, specialty category 3. Score and ranking entries based on preset criteria 4. Collaborate with panelist peers to select Awards of
Distinction and Category winners 5. Provide brief written feedback on each entry The total commitment is ~ 10-30 hours. If you are interested in becoming a judge email: Rebecca Gholson - [email protected]
Judging criteria
based on the international Plain Language definition
The scale
5
Wow! Thought provoking and inspiring use of Plain Language. I discovered new ideas and strategies about wriBng, informaBon design or audience tesBng from this entry that I want to use in my work. I will tell (or have told) others about this entry. I think readers will tell others, too.
4
Above average Applies plain wriBng, informaBon design and audience tesBng principles consistently and effecBvely. Changes I might make fall into the polishing or nit-‐picking category. They are unlikely to change the impact of the entry overall. This is a strong example of Plain wriBng, it just didn’t inspire me to say “Wow!”
3
Average, competent but misses the subtle?es and opportuni?es The entry gets the point across, and uses the “big” principles and methods effecBvely, but it misses subtleBes and opportuniBes. Greater investment in plain language wriBng, informaBon design and audience research and tesBng could improve it measurably.
2
SpoAy use or misapplica?on of principles Uses some plain language, informaBon design and audience tesBng principles, but misses important ones, too. May misapply or over-‐apply strategies (for example, bulleted lists). The authors might benefit from advanced training or mentoring. Improving this entry would require an overhaul.
1
Clueless or not trying The wriBng and informaBon design of this entry interferes with readers’ ability to understand and act on the informaBon given. If tesBng was done, the findings were not used to improve the document.
5 4 3 2 1
distribution
Scoring: Understanding your audience
• Is what the reader will learn or do using the entry clear?
• Are the writing, tone, and presentation of the entry appropriate for the reader?
Scoring: Writing and language
• Do the authors apply principles of plain writing? • Do they create effective transitions between
sentences, paragraphs and sections? • Do they avoid jargon?
Scoring: Structure and navigation
• Are sections clearly organized and labeled? • Will the labels help users predict what is in
each section? • Is the content presented in an order that tells a
story or helps a reader complete a task?
• (For websites) Does the navigation offer a visible, guided path through the content?
Scoring: Pictures, graphics and charts • Do the pictures, graphics or charts map to and support
the content in the entry? • Will they help readers understand important points
better or guide them on how to take important steps? Conversely • Do the images and graphics provide meaning or just
something other than words to look at? Or would the entry be easier to understand with if the authors had chosen more or different graphics?
Scoring: Audience testing • Was the document tested with target users? • Were the testing methods appropriate
considering who and how many people will use the entry, and its importance to their well-being?
• Were the findings used to shape and improve the final version?
Scoring: Manner and voice • Overall, does the entry feel credible and sincere? • Do the tone, choice of words and conversaBonal
style convey respect for the target audience? • Do the authors provide relevant informaBon in a
balanced way, without overselling/underselling their points?
• Did you get the sense that the authors genuinely want the people who use this site to succeed?
Scoring: Overall score • Will the target users be able to find,
understand and act using what they learn in this this entry?
• Will this entry help the organization achieve business goals (e.g., increased customer self-service, enhanced mission, better consumer decisions)?
• Would you use this entry as an example of effective plain writing and information design?
If you win… May 14, 2015 Washington Press Club
How to enter
How to enter
Information and entry form:
www.centerforplainlanguage.org/clearmarks/ Note: This page includes a fillable PDF that you can use to plan and get preapproval for your entry, if your organization requires it. You will need to copy/paste the information from the pre-approval form to the entry form.
Entries accepted: Jan 1-31, 2015
Entry form • Nominator & contact information • Owner / publishing organization and contact information • Category • Title • Publication date • What is the entry trying to communicate? (4000 characters) • Target reader (1000 characters) • What constraints were you working under? (2000 characters) • Did you test the entry? (4000 characters) • Impact or benefit of using plain language? (2000 characters) • Upload or point to your document • Commitment to participate in the award ceremony
Tools to help 1. Scoring criteria 2. Entry worksheet 3. Sample entry 4. Previous winners 5. This webinar
(coming)
hZp://centerforplainlanguage.org/clearmark/
Tips • Proofread
• Tell your story Everyone who enters writes in plain language. How is your entry different? Innovative? An example others will want to use?
• Brag a bit If you can, quantify the impact your writing had for your customers and for your organization. If you can’t quantify, describe it qualitatively under impact.
How to enter
Information and entry form:
www.centerforplainlanguage.org/clearmarks/ Note: This page includes a fillable PDF that you can use to plan and get preapproval for your entry, if your organization requires it. You will need to copy/paste the information from the pre-approval form to the entry form.
Entries accepted: Jan 1-31, 2015
About the presenters
As the Principal of Usability.org, Kath Straub applies the psychology of behavior to help clients better understand, motivate and communicate with customers. As a Center for Plain Language Board member, she has shaped Center for Plain Language evaluation projects, such as the Federal Plain Language Report Card, working to make the analysis both more valid and rigorous. For more information email [email protected]
As President of Kleimann Communication Group, Susan Kleimann leads plain language redesign and testing efforts for high impact documents such as the Financial Privacy Notice, the new mortgage closing notices, and the recently revised HIPAA notice. As a founding member of the Center for Plain Language she has, among other contributions, coordinated the the ClearMark Awards from 2010-2014. She currently serves as the Board Chair. For more information email [email protected]
For more information
www.centerforplainlanguage.org