Start with Why, Who for and Where?

Refer back to your Strategy (whether it's written in long form or just bullet points on post its!.  Who are you writing for, what do you need them to know, and would you like them to take ay action after reading it?  Also, bear in mind where you are writing.  You will have a different approach depending on which channel.

Before you write anything, ask yourself:

1. Who am I speaking to?

2. Why am I writing this?

3. What’s the main message in one sentence?

4. What action do I want them to take? (ie Attend, donate, pray, share, or reflect?)

Tip: If you can’t answer all four quickly, refine your purpose before starting.

You may find this structure useful - be:

• Clear – Use plain language, avoid jargon.

• Concise – Stick to the point; remove unnecessary information or phrases

• Compassionate – Use inclusive, caring language.

• Credible – Give accurate times, dates, and contact info.

   

Follow your own guidelines and tone of voice

Consider aspects such as deciding how you are going to write numbers, or if you are you going to use acronyms.   It is good to be consistent in the way that you write.

Does the way that you write convey the right 'brand' for your chaplaincy, does it help to describe or portray who you are?  Here is the Diocese in Europe brand guidelines as an example.

Email and Messaging apps

Remember to ensure you uphold confidentiality and ethical communication.  Our Safeguarding team offer more advice on this.

Using AI

Chat GPT or other AI apps can be really helpful in getting you started if you need creative input, but do remember:

It's worth training your AI bot to write in the way that best reflects your chaplaincy

Security of information is key - AI will not hold confidential information

Ensure you have explored AI best practice before getting too stuck in.

Here is a useful resource from the Church of England which we recommend starting with.

Writing for your website:

1. Put the main point first

   • People skim online — lead with your key message in the first sentence.

2. Write short, clear sentences

   • Aim for 15–20 words max. Avoid jargon.

3. Use headings and bullet points

   • Break text into small, scannable sections.

4. Keep paragraphs tiny

   • 1–3 sentences per paragraph for easy reading.

5. Be warm and personal

   • Speak directly: use “you” and “we.”

6. Make links meaningful

   • Say “Read more about our prayer service” instead of “Click here.”

7. Use strong, inviting headlines

   • 8–12 words, clear benefit, active language.

8. Always check accuracy

   • Verify dates, times, and names before posting.

9. Respect privacy and consent

   • No personal details or photos without permission.

Check accuracy

You can use a variety of tools to check your spelling and grammar, for example Grammarly is popular.  Ensure all and any information you share is accurate, timely and concise, with a relevant follow on or action that the reader can take.