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Address the reader

 

Address the reader as ‘you’ where possible.

Particularly where you make a direct appeal to employers, trustees and pensions professionals to act, eg ‘Create your plan for automatic enrolment’ or ‘Find out how to protect your members from pension scams’.

Be concise

Keep content understandable, concise and relevant. Read about writing concisely on GOV.UK.

Inclusive communication at TPR

At TPR we need to use appropriate or inclusive language to make sure that we:

  • are supportive of our people
  • empower and encourage our staff
  • treat each other and our stakeholders with consideration and respect

When drafting a communication, you should begin by identifying any potential barriers. This includes how messages will be received differently by different ages, genders, sexualities, abilities, religious and cultural groups. Whatever the barrier, the main point is that two people can get the same message but interpret it in entirely different ways simply because of their frames of reference and life experience.

It is vital that we create communications that say what we mean and that these differences are taken into account.

Find words to use and avoid when writing about disability on the GOV.UK website.


Tone of voice

Our tone of voice is as important as our visual look and feel. As a regulator we need to be clear on our expectations, swift to action, and tough of stance when necessary. When speaking or writing to anyone we should consistently demonstrate these attributes along with our values.

Expressing our brand with one voice makes us believable, avoids confusion and encourages our audiences to take us seriously.

So, we communicate with people in a straightforward, approachable and authoritative manner, making our expectations, and our audiences’ obligations, clear:

Authoritative

  • positive, clear, having power and sanctions, making things happen

Approachable

  • helpful, easy to reach, speak with, or use

Straightforward

  • open, direct, uncomplicated, to the point

Factual

  • realistic, unbiased, reliable, based on evidence