An example from our own work involved a video project for a college trying to explain financial aid to students. The script included so many technical details that even a professional actor struggled to deliver it smoothly on camera.
We must simplify content to ensure target audiences actually understand.
Two Arizona bills highlight this need for strong communication. HB 2201 requires Arizona utility companies to share detailed wildfire mitigation plans every two years. HB 2679 enables the Arizona Corporation Commission to authorize the use of securitization.
Huh? How important is this to the general public and businesses? What other audiences should pay attention?
Communicators should offer whitepapers, high-level briefs, FAQs or short videos for the general public.
Use plain language and replace jargon.
Include storytelling and analogies when sharing complex information. Include examples and real-life quotes to illustrate the impacts on individuals and businesses, making the material more relatable.
Include visual aids such as infographics.
Share the information across your channels such as in blog posts, white papers and explainer videos on your website. Secure earned media and offer expert interviews. On social media, post graphics. In-person events, such as webinars, town halls and conference presentations, also offer opportunities.
Measure effectiveness. Track metrics such as website analytics and social engagement.
A multi-channel strategy makes even the most complex financial and technical topics relatable. It enhances credibility and strengthens trust.
