Text production

Writing texts is a common part of the workday for many. On this page, you will find general tips and advice on how to write different types of texts.

Specific rules and advice for writing at Stockholm University can be found on the “Language recommendations” page under “Communicate SU”. This includes writing guidelines and names of our buildings and areas.

Language recommendations (Communicate SU)

Plain language

The language used at Stockholm University should be cultivated, simple and comprehensible, what is also known as plain language.

Like all Swedish public authorities we are required, according to law, to use plain language and to write texts that are “so clear that the intended readers can easily find what they need, understand what they find, and use that information” (using the definition from the International Plain Language Federation).

Regardledss of context, plain language is a good starting point when you write a text.

Accessible texts that get read

Before you start writing, think through:

  • Why am I writing this?
  • Who will read my text?
  • What is important for the reader to know?

Your intended reader determines the way you write, but keep in mind:

  • Use plain language (“klarspråk”).
  • Alternate between long and short sentences.
  • Make your text easy to scan by using headings, short paragraphs, and bullet points.
  • Avoid abbreviations – spell out the words instead.
  • Explain difficult words.
  • Do not bore the reader by being overly explicit.
  • Read the text aloud to ensure that the language flows – and remember to proofread!
  • Let someone else read your text and ask them to explain what they do not understand.

A good heading (preferably under 70 characters):

  • is clear and tells the reader what the text is about.
  • is adapted to your communication channel and your intended readers.

A good introduction (250–350 characters):

  • is engaging and tempts the reader to continue reading.
  • complements the heading.
  • summarises the most important points of the text.
  • does not contain too much detail.

  • Put the most important information first.
  • Break the text into short paragraphs. Use the principle of one thought per paragraph.
  • Use subheadings that summarise the following content.
  • Include fact boxes and bullet points where appropriate.
  • Stay focused – omit redundant information.

Avoid

  • Passive verb forms. The active form is often perceived as more direct and easier to read. For variety, mix active and passive forms.
  • Overusing abstract nouns instead of using verbs or adjectives, so called nominalization. It is for example better to use “need (noun) than “be in need of (verb) or “change instead of “make a change.
  • Buzzwords and clichés.

Popular science

Interesting, and preferably entertaining, texts that a wide audience can understand are the goal when writing popular science texts.

Adapt your content to the knowledge level of a well-informed adult who lacks prior knowledge of the subject. Never overestimate the reader's knowledge, but also do not underestimate their intelligence. Think of writing for a specific person – how would you explain this to your neighbour?

  • Put the reseach results in a broader context, associate them to something your readers can relate to and help them understand why this research is important.
  • Provide examples. Use a concrete example to explain something abstract or general. Move from the known to the unknown.
  • Let someone tell something interesting in a quote using everyday language. Quotes are also useful for presenting opinions.

  • Use concrete and precise words, preferably everyday ones.
  • Avoid jargon. If technical terms are absolutely necessary, explain them wellexplained – and avoid them at the beginning of the text to not hinder the reading flow.

Press releases

Researchers and journalists usually work in different ways when writing. Here are some recommendations to consider when you, as a researcher or research communicator, write for the media:

Press release

Web texts

It is harder to absorb information when reading on a screen compared to reading printed material. It is therefore important to create a text that is easy to read, well-structured, and scannable. Consider the following:

When headings are clear and descriptive, users can find the information they seek more easily. Ensure that the headings are descriptive and relate to the content they introduce.

A heading does not need to be lengthy, as long as it provides an appropriate cue to finding and navigating content.

Make sure that links have meaningful and descriptive link text. It should accurately describe the link’s destination and provide enough context to help users make a decision about which links they want to follow.

Do not use uninformative link phrases such as "Read more", "Click here", or "here".

Most visitors come to the website via a search engine. Improve search results by:

  • using plain language
  • following digital accessibility guidelines
  • using images or video
  • creating relevant internal and external links.

Social media

Texts for social media should be concise and have a clear message. Visual content, such as images or videos, should take up more space than text.

Social media at the university

Consider the following:

Writing in English

Stockholm University uses British English for translations from Swedish and when communicating in English with the outside world.

The university has listed recommended English translations of both general academic and university-specific terms and concepts.

Contact

Communication Advisory
Feel free to contact the advisory function at the Communications Office if you are unsure who to turn to. We will guide you to our expert functions.

Last updated: 2024-09-30

Source: Communications Office