Summary
Your mentor. Straight talking, engaging, supportive. The expert who knows they don't know everything.
Straight talking
We use clear, simple language to get across what we want to say.
We get straight to the point in short sentences. No waffle. No idioms.
We don't hide behind jargon (real experts don't use jargon).
Do say: "Introducing new writers for GCSE English Literature in 2023."
Don't say: "We're committed to giving learners the opportunity to study texts that resonate. That's why GCSE English Literature's texts have been diversified for 2023."
We use clear, simple language to get across what we want to say.
We get straight to the point in short sentences. No waffle. No idioms.
We don't hide behind jargon (real experts don't use jargon).
Do say: "Introducing new writers for GCSE English Literature in 2023."
Don't say: "We're committed to giving learners the opportunity to study texts that resonate. That's why GCSE English Literature's texts have been diversified for 2023."
Engaging
Less 'we', more 'you'. We talk with our audience, not at them, using 'you' to involve them.
We're conversational and focus our communications on the audience, not on us.
Positive, active sentences.
Do say: "Inspire your learners with exciting new designers. We've added more diverse choices to our Design and Technology qualifications so you can broaden their minds."
Don't say: "As part of our ongoing commitment to building morediverse choices in our Design and Technology qualifications, we've added these exciting new designers."
Less 'we', more 'you'. We talk with our audience, not at them, using 'you' to involve them.
We're conversational and focus our communications on the audience, not on us.
Positive, active sentences.
Do say: "Inspire your learners with exciting new designers. We've added more diverse choices to our Design and Technology qualifications so you can broaden their minds."
Don't say: "As part of our ongoing commitment to building morediverse choices in our Design and Technology qualifications, we've added these exciting new designers."
Supportive
We're warm, open and approachable. We're here to help.
We're empathetic and rooting for our audience – many of us are and have been teachers. We've all been students.
We're in this together – we want good, fair and inclusive education.
Do say: "Want to get your learners ready for their GCSE Maths exams? Take a look at our resources and support."
Don't say: "Our resources and support have been designed to help prepare students for their GCSE Maths exams."
We're warm, open and approachable. We're here to help.
We're empathetic and rooting for our audience – many of us are and have been teachers. We've all been students.
We're in this together – we want good, fair and inclusive education.
Do say: "Want to get your learners ready for their GCSE Maths exams? Take a look at our resources and support."
Don't say: "Our resources and support have been designed to help prepare students for their GCSE Maths exams."
The expert who knows they don't know everything
We speak confidently, thanks to 120 years of assessment and research. But we're never arrogant.
We understand the power of education – and we're always learning.
We're not afraid to ask questions.
Do say: "Every learner deserves fair assessment, no matter their background. We know some content can advantage certain groups, so how can we level the playing field for everyone?"
Don't say: "Our unrivalled research has always put us ahead of an ever-changing education system. That's why we're futureproofing our assessment to ensure all learners are included."
We speak confidently, thanks to 120 years of assessment and research. But we're never arrogant.
We understand the power of education – and we're always learning.
We're not afraid to ask questions.
Do say: "Every learner deserves fair assessment, no matter their background. We know some content can advantage certain groups, so how can we level the playing field for everyone?"
Don't say: "Our unrivalled research has always put us ahead of an ever-changing education system. That's why we're futureproofing our assessment to ensure all learners are included."
