As clear as a mixture of water with silt- or clay-sized earth material, ranging from semi-fluid to soft and plastic

Sometimes I look at a piece of writing I’ve been asked to proofread, and I feel afraid and overwhelmed. I try reading the first sentence, but I can’t grasp the meaning. I start to feel faint….

Working as a comms person within large organisations, you learn to juggle, and compromise. You have to satisfy both internal and external clients; helping colleagues develop PR materials, while also acting as a ‘gatekeeper’.

Ensuring all external communications issued by an organisation reflect a consistent and professional image is essential. But be prepared for a few sparks to fly if you’re the one making the call. Especially when some individuals are precious about their subject matter or their writing ability.

I’ve had complaints that once I’d finished re-wording a document it had lost all its personality. I’ve argued with people who insisted their original wording was ‘friendlier’, despite poor grammar and a host of mixed metaphors.

I understand the need, especially with promotional materials, to project a ‘voice’ that appeals to the audience – you don’t want to bore them senseless. But there is a difference between informality and plain sloppiness.

I’ve proofed documents where authors use slang, or suddenly switch from third to first person to inject a personal joke or anecdote. This is something I just cannot abide.

At the other end of the spectrum, some people become attached to jargon and insist every technical phrase is absolutely necessary. If the audience are like-minded experts in the field, I usually relent. But if the audience are common folk like me, I plead the case for plain English.

Clear and concise writing does not need to be boring, or over-simplified. You can still be expressive and convey complicated ideas. I look at proofing as simply removing barriers to understanding the message.

Good writing shouldn’t be weighed down with big words and lengthy sentences. It shouldn’t daunt or confuse readers.

My new catchphrase: Don’t intimidate – communicate!

P.S. Check out the Gobbledygook of the Week at the Plain English Campaign for some truly shocking examples of poor writing, with some seemingly deliberately designed to bamboozle.