Your browser version is outdated. We recommend that you update your browser to the latest version.

Why is language so important?

We carefully craft language to create a particular tone for your text. Word choice and grammatical structure combine to construct a particular view of the world  your view. Language isn't a neutral medium for conveying ideas so, if it hasn't been chosen carefully, inaccurate or confusing ideas can be built up in a text. If you want to make your messages relevant and accessible, introduce new ideas, and explain unfamiliar principles, then you must be very aware of the language you use.

It's also very important to remember that texts associated with a high profile business or organisation are often perceived as objective and impartial so accuracy and fact checking are a must!