Audience-friendly English

Like all languages, English continues to evolve. And making sure your texts are right for changing English-speaking markets – from your corporate website to your Australian press release – is becoming increasingly important.

International or local?
When you're deciding which type of English to use, consider these extra tips to make your texts even more reader friendly.

1) For international texts, think about your global audience. You want your message to reach readers with different nationalities, cultures, religions, levels of English ability and professional backgrounds.

2) Most UK (and other) readers are familiar with American spelling, but many Americans are not familiar with UK spelling. For example, they may think that 'programme' is a typo.

3) Whichever English you choose, don't go over the top. Old-fashioned British English can be too formal for an international audience. Extreme American English can be too pushy.

4) Different types of English require different writing styles. Would you write the same text for the UK, US and South African versions of your product brochure?

5) Stay consistent within a text. You may need to tailor your style to different audiences or media, but never mix your Englishes within a given text.

6) Avoid slang at all costs. Choose words and phrases that will be understood by all audiences (native and non-native English speakers alike).