•  Always aim for clarity, engagement, spelling accuracy, grammar, punctuation, and the correct tone for any written communication.

•  Write for your reader, not yourself. The language used and tone should be suitable for the audience and the nature of the communication.

•  Use pronouns when you can – us, our, you, we.

•  State your major point(s) first before going into details.

•  Stick to your topic.
 
•  Limit each paragraph to one idea.

•  Write in an active voice. For example, a sentence is written in an active voice when the sentence's subject performs the action in the sentence: The girl was washing the dog.

•  Use short sentences as much as possible. If your sentence is longer than 25 words, try breaking it up into shorter sentences.

•  Write using short paragraphs. Try to keep paragraphs to one or two sentences.

•  Use everyday words. If you must use technical terms, explain them on the first reference.

•  Omit unnecessary words. For example, use 'several' instead of 'a number of'.

•  Avoid acronyms, initialisms, and abbreviations.

•  Keep the subject and verb close together.

•  Use headings, lists, and tables to make reading easier.

•  Spell check and proofread your work, and have a colleague proofread it as well.

•  Avoid repeating words. For example, great, extremely, excellent.

The Plain English Campaign awards Crystal Marks for clarity in public information. Their website has helpful online guides to writing in plain English. www.plainenglish.co.uk

The Marketing and Communications Team can provide plain English checks on request.

For example, gendered language is commonly understood as a language that is biased towards a particular sex or social gender. In English, this would include using gender-specific terms referring to professions or people, such as businessman or fireman.

Language is powerful and can have varying effects; we acknowledge not everyone understands the words or phrases that are considered hurtful or offensive and that changing personal habits requires patience and empathy.

www.ethnicity-facts-figures.service.gov.uk/

www.gov.uk

ageing-better.org.uk/blogs/

• Avoid acronyms
• When speaking about groups of people in general, use inclusive terms such as multi-  cultural
• When speaking about individual groups, use specific terms that the group identifies with
  
  Avoid language that:
  
  
• Reinforce stereotypes
• Reinforce derogatory labels
• Exclude certain groups of people through assumptions, e.g. assuming white population is the norm
• Emphasise certain ethnic minority groups (Asian and black) and exclude others (mixed, other and white ethnic minority groups) or groups people together, for example, the term BAME
• Patronise or trivialise certain groups of people
• Cause discomfort or offence

The Group has several tenancy types, for example, general needs, independent living and supported living. Tenancy types and related services should be lower case and not capitalised unless they start the sentence. Progress Living, Progress Lifeline, and Concert Homes should be capitalised as brand names.

We have consulted tenants on how they identify as a customer.

Preferences are:

Use of the term tenant

When referring to a person or a group of people that hold a current tenancy, they should be referred to as a tenant rather than a customer.

Use of the term resident (in the context of community-wide)

The key distinction between 'resident' and 'tenant' is that the term resident includes everyone living in a particular area (not just those with a tenancy agreement with us).

Use of the term customer

The term 'customer' should only refer to a group of people who are not exclusively tenants (for example, Progress Lifeline customers, private residents, applicants on the housing register).