Here’s a fun conversation starter: Ask someone to explain the most complicated thing about their job or hobby in a single, easy-to-understand sentence.
For many people, especially those of us in health and other science-related fields, responding to this question can be daunting. How do you distill years of work or an immensely technical topic into a meaningful, public-friendly message?
The answer is practice — and by using a few simple strategies. But before we get into the how, let’s take a quick moment to chat about the why.
Why simplify?
Everything in public health relies on communication.
Our ability to share complex, nuanced information in engaging, accessible ways helps us build and sustain relationships with the communities we serve. It enables us to advocate for sound policies that improve lives and wellbeing. And, perhaps most importantly, it enhances equity by ensuring people have access to the information required to make decisions.
After all, a person cannot act on details they do not have or that they do not understand. That’s why simplification is so important. As public health professionals, ensuring the public has access to useful, understandable information is one of our most important jobs.
How-to tips for simplifying and improving communication
How do we simplify without losing context and meaning? Here are a few best practices:
1. Identify your main message and supporting messages.
Your main message is the most important thing people need to know. Supporting messages bolster your main message. The following questions can help pinpoint messages:
- What does your audience need or want to know?
- What problem are you trying to solve and why is it important?
- Is there an action people can take?
Having well-defined main and supporting messages helps simplify content by refining information down to the bottom line and eliminating extra details. When creating your communications, lead with your main and supporting messages.
2. Know your audience and meet them where they are.
Good communication focuses on the audience’s needs, not the communicator’s. Identify your audience and learn everything you can about them. Who are they? Why is the topic important to them? What challenges or obstacles do they face? How do they like to receive information? Which messengers do they trust? Use this information to tailor your messages and deliver them effectively.
3. Use plain language.
Plain language means communicating in a simple, direct manner. Use common, understandable words. Avoid jargon. If you must use a technical term, define it. Keep sentences short (20 words or less is a good guideline). Stick to one idea per sentence.
For example, instead of saying, “Exercising can reduce mortality and morbidity related to myocardial infarction,” you could say, “Exercising lowers your risk of heart attack.” The National Institutes of Health has a great plain language guide. Check it out here.
4. Eliminate unnecessary words.
Focus on the information the audience needs. Avoid fluff and filler words such as, “actually,” “really,” and “very.”
5. Use active voice.
Let’s compare two examples:
Active voice: The Health Department will host a vaccination clinic Aug. 1.
Passive voice: A vaccination clinic will be hosted by the Health Department Aug. 1.
In active voice, the subject (“the Health Department”) performs the action (“will host”). In passive voice, the action (“will be hosted”) is done to the subject (“the Health Department”). Active voice is more direct and engaging than passive voice. It also requires fewer words to express an idea.
6. Use comparison and analogy to explain complex topics.
Find a real-world example to help explain abstract ideas. For example: “Just like a clogged pipe can cut off water to a faucet, a clot can cut off blood to the brain. When this happens, we call it a stroke.”
These best practices are just a starting point. For a list of resources to improve communication, enhance accessibility, and infuse community engagement principles, check out this free tipsheet.
Kayla Habermehl is a scientific storyteller with more than a decade of experience in strategic research and health communications. She holds bachelor’s degrees in journalism and anthropology from Michigan State University and is in her final semester of MSU’s Master of Public Health Program.
She recently discussed public health communications during the latest MPH Workforce Development Workshop. Watch here.
August 27, 2024
