I had an interesting conversation with reporters this week at a Washington
Women in Public Relations lunch series at the American Chemical
Society. We discussed the science of communicating with scientists and how to
turn technical matters into compelling stories.
Anna Edney of Bloomberg
and Kimberly Leonard of US News and World Report, who often write about the latest medical technologies, emphasized the importance of remembering
your audience: people.
Readers like to hear stories, and more than anything, want to
know what’s in it for them.
The reporters shared the techniques they
use to create personal connections on technical matters—techniques that are
very much a part of the PR world and the work we do at PCG:
·
Use
analogies. Comparisons can put technical subjects into terms with which
your audience can relate.
·
Remember
the big picture. Readers want to know the implications of the science. How does it affect society and the way
in which we live?
·
Add a
human face. Anecdotes can spruce up your story with emotion, personality
and suspense. Tell the story of the scientist, or of a person affected by the
science.
·
Incorporate
multi-media. Videos, pictures and infographics are effective tools to break
down complex information.
At PCG, we’re in the business of helping our clients communicate
complex information and we know firsthand the effectiveness of these
techniques.
After all, that’s what keeps our work fun.
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