Communicating a requirement – nicely

I was spoilt for choice this fortnight with some brilliant communications from ACC and Stats NZ.

I decided to share Stats' effort with you because it's a great example of regulatory communication: politely asking people to do something they legally have to do.

They started by making sure I opened the envelope...

Then they hit me with the ultimate 4-punch combo.

Page 1: Bottom line, action, nudge, and reassure

• Bottom line: They used the first line to give me the news: I've been selected!

• Action: What I have to do is big and bold, and the next visual block after the bottom line.

• Nudge: The positive nudge is visually big, but tucked safely to the side. 'Help measure financial activity ... taking part ... important survey.' That appeals to my 'good person' instincts.
  Read Nudge if you work in regulation. Great book!

• Reassure: Then they reassure me that they'll treat my information with care. So even though I'm annoyed I have a bunch of extra paperwork to do, at least I know my work will go to a good home.

Page 2: They answer my questions

Now I'm down to my nitty gritty questions. 'Do I really have to do this? Why me?' 

They answer them. Succinctly. In short sentences. In everyday language.

Legal connection made clear

Both pages mention sections of the Data and Statistics Act. But they do it simply. 

• They say 'Under section 76', not 'Pursuant to'.

• They don't quote the sections. They paraphrase.

If someone at your work insists you have to 'quote the Act' when you write to people, ask where in the Act it says that. Most acts don't prescribe wording. 

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