Towards a conceptual framework for implementing plain language as a strategic priority in organisations

Abstract

In South Africa, as in many countries, organisations are required by law to communicate with their customers in plain language. Plain language could also be viewed as a business requirement due to the central role that it plays in effective communication and building and maintaining stakeholder relationships. The definition of plain language as found in the legislation provides a useful guide for plain language implementation. According to the definition, a document is in plain language if a consumer, with minimal experience, finds the content of the organisation’s documents easily accessible and readily understandable. The implementation of plain language as a strategic priority, however, remains a challenge. Organisations are making an effort to comply with the regulatory requirements of plain language, but these efforts are often haphazard and not sustainable. A need therefore exists to improve the sustainability of plain language implementation. This qualitative research study investigated the adoption of plain language as standard business practice in organisations. In-depth, face-to-face interviews were conducted with eight organisational representatives from four short-term insurance companies and two plain language practitioners. The purpose of the interviews was to gain a better understanding of the approaches that organisations follow to implement plain language and the degree to which organisations regard plain language as a strategic priority. As a final recommendation, the study proposed a conceptual framework for implementing plain language as a strategic priority in organisations. The framework emphasised that a strategic focus is crucial to the successful implementation of plain language. Furthermore, plain language should be a top down initiative. Top management commitment and communication efforts ought to be aligned for successful and sustainable implementation. Lastly, plain language should be implemented consistently throughout the organisation. To achieve consistent implementation, a plan for implementation must be in place that will ensure the achievement of communication integration at all levels. The study highlighted the potential role that the corporate communication/integrative communication function could play in the implementation of plain language as a strategic priority in organisations. Ultimately, it is hoped that the conceptual framework will help organisations to implement plain language in a more systematic and sustainable manner.