Writing skills message received and understood?
Don’t let the medium be the message!

Writing is one way to get your message across.  But how to make sure that the message your readers / your audience receive is the same as the one you sent?

You may write or have written one or more of the formats set out below:                                                

  • Business plans (creative and persuasive)
  • Management reports (analytical, clear but written for an audience and a purpose)
  • Briefs – responding to a request for a proposal (RfP) or had a need to craft one.
  • Narrative approaches (scenario plans and other forms of foresight document)
  • Pitches (ideally based on structured format – such as the guide from the Stanford Research Institute – see our short video on the topic)
  • Critical, scholarly essays
  • Research papers, dissertations, thesis

Each of these documents have a particular purpose, approach and objective. Some need to be comprehensive in their content and make no assumptions about the knowledge of the readership. Others are for fellow practitioners within a field and can be a little more ‘telegraphic’ with terms, jargon and acronyms drawn from the sector. However, there is no excuse for lack of clarity even for the ‘in-house’ team.  Plus, all of these works should be routed in evidence to support and substantiate the case being made.

To ensure your writing is clear, precise, understood and communicates what really counts read the guide we have just published…

It tells you about the Pyramid Principle, the Fog Factor, the format for academic or business report writing along with good communication style.


It is said that a picture paints a thousand words

But only if you agree on the interpretation and cultural context …

so it is better to write it down.