Turning Complex Content into Easy-to-Understand MessagingPosted by Brant Johnson on July 22, 2015 |
Simply put, some messages are harder to convey then others, it’s the nature of the PR game. So, whether your client is a tech firm, a medical company, or a school, you need to keep your message simple and make sure it resonates with their target audience. When trying to tell someone’s story, there are a few simple guidelines to follow:
1. Say it in plain English. Sure, there’s a balance between showing expertise and crafting a message everyone can understand but, anytime it’s possible, use everyday language. You don’t want to leave your audience asking what your message means or leave them with multiple unanswered questions.
2. Use visuals. This might seem like a “duh” statement, but in today’s world of social storytelling a picture really is worth a thousand words. Take that a step further – a video is worth 1.8 million words. If those two stats aren’t telling enough, how about this? People process pictures 60,000 times faster than text.
3. Train your pitcher and spokesperson. Your message is only as good as the person delivering it. When pitching the story, find angles that will entice the media to bite. For spokespeople, practice scaling messaging up or down depending on the audience.
4. Test it out. This encompasses all of the above. Try out your pitch and messaging on someone not familiar with the project. Make sure there’s no industry jargon. Ensure all images, videos and infographics make sense. And finally, make sure your pitch and message delivery is concise and on target, leaving no questions.
While no story is guaranteed to get picked up by the media, using these guidelines for the simplest to the most complex story is a step in the right direction.