The information

13. Choose what to include

Getting the level of detail right is very tricky. Too much detail can be overwhelming and confusing, too little can leave people uninformed and frustrated. Make a list of the things that your audience need from this piece of information if it is to achieve your objective. Don't include a lot of extra information just for the readers' interest. Just tell them what they need to know (and, if it isn't clear, why they need to know it). If there are things that only some people need to know about, put it in a different section or appendix and signpost to it (clearly saying who needs to look at it).

14. Address the realities of their situation

Your audience and the issue they need to deal with don't exist in a vacuum. Their emotional situation will affect their ability to absorb information and take action. Age, gender, education, ethnic back-ground and socio-economic factors can influence people’s likes and dislikes, understanding of particular topics, knowledge of systems, and confidence in engaging with Government agencies and other organisations. Some groups also experience barriers that make it harder to use particular processes, access other help, or use your information effectively. Addressing the realities of your audience's situation makes the information more relevant, and allows you to include guidance that makes it easier to act on.

15. Build your audience's capability

Most of the population are never taught the skills needed to deal with a problem or use things like complaints procedures effectively. So we need to include guidance that builds our audience's capacity to deal with the issue. This might include things like tips on preparing for phone calls or keeping records, suggested wording, or standard letters. It might also include details of how they can access more help - information on where they can find an adviser, how to make an appointment, and what they should take with them, for example.

16. Use a variety of presentation techniques

We all have different learning styles. Some people find it easier to take in information presented in prose; others find it easier if information is presented more visually. A great many of us find it easiest to absorb information in the form of a story, or from being able to test their knowledge. So its best to mix it up - use a variety of presentation techniques to meet the needs of your particular audience. This might include case studies, flow charts, diagrams, checklists, quizzes, Q&As, problem pages, illustrations and more...

17. Make it easy to use

Wherever possible, use a structure that tells the audience what they need to know in the order that they need to know it. Don't just explain jargon, avoid it altogether unless it will genuinely help your audience to know it. Help readers find the information they need by using lots of headings, and make sure that they are accurate and unambiguous. Contents lists are vital in longer pieces of information, but don't let them get too complicated.

18. Repeat yourself

Don't be afraid to repeat and reinforce key messages. Teachers and trainers know well that if a point is important, it is worth saying in more than one way.

19. Choose the right language and tone

You should always try to write in plain English, but don't feel that means you always have to be plain boring. Some groups like formal language, others don't. The language and tone you should use will depend on who your target audience is, the issue you are dealing with, and what it is that you are trying to achieve. At different times it might be appropriate to use a tone that is encouraging, motivating, calming, feisty, or more conciliatory. For independent organisations, it will often be appropriate to use a tone that makes it clear that you are on the readers' side.

20. Signpost effectively

For many people the most important bit of information is where to find further help. Make sure, as far as possible, you signpost to services that all of your audience will be able to access and provide as many alternatives as is helpful. Make it clear exactly which organisation can help with what, so that your audience can be confident they are contacting the right people. Guidance on the best way to access the service and details like opening hours will also be helpful.

21. Think about the design

Spend time thinking about the design of your information. Clever design can make your information look relevant and attractive to your target audience, increase its ability to grab and hold their attention, and ensure they don't miss the most important bits. Good design can also improve accessibility, whilst poor design can make information hard or impossible to use for groups with particular impairments.