Less details, greater impact: distil your message to communicate more effectively.
With every content you publish, every report you write, every campaign you run, you're sharing insights, sending a message, influencing beliefs, and possibly changing behaviours.
Educators, researchers, and communicators have the power to be the catalyst for change, the voice of the unheard, the storyteller of the untold stories of science, sustainability, and nature conservation.
The question is: Are you truly making the impact you desire?
And if you fail to do so, what are the implications?
One of the consequences of ineffective communication is diminished trust and credibility.
Poor communication can erode trust in environmental organisations, governments, and other institutions working on sustainability issues.
If audiences perceive communication efforts as unclear, misleading, or ineffective, they may become disillusioned and less likely to engage with future initiatives.
Another negative effect is the waste of resources.
Developing and implementing communication campaigns and outreach programs requires time, money, and resources.
If these efforts fail to engage the intended audience or produce meaningful results, it represents a wasted investment that could have been allocated to more effective initiatives.
The negative effects may also lead to missed collaboration opportunities.
Environmental communication often relies on collaboration among diverse stakeholders, including NGOs, government agencies, businesses, and communities. When campaigns fail to resonate, it can strain these relationships and make it more difficult to work together towards shared environmental goals.
Therefore, why is brief and to-the-point communication so important?
Nowadays, whether we like it or not, brevity has become a crucial aspect of communication.
For this reason, if you wish to establish a strong connection with your audience, it is best to avoid redundant details in order to prevent misunderstandings and disengagement.
In today's newsletter, I'll tackle the challenge of communicating concisely while making an impact.
Here are 5 tips that won't make your audience “fall asleep”:
#1 Simplify the complex
Everyone should be able to understand the language used in your communications.
This is particularly relevant when sharing information about science and environmental related topics.
Remember that your audience may have a different view of the subject than you do so mind your vocabulary and use terms that are accessible to all.
For example, instead of using "photosynthesis," you could say "the process that plants use to turn sunlight into food."
Similarly, rather than "global warming," you could explain it as "the increase in Earth's temperature caused by human activities."
By adopting easily accessible language, you can ensure that your message is accessible and easily understood by a wider audience.
Ultimately, using more descriptive and visual language can help elevate your message and make it more impactful.
#2 Don't overcommunicate.
As an example, let's look at video content.
Although nothing is boring if you tell a good story, when it comes to social media the length of your video matters.
A clear and concise script allows people to quickly grasp the main points without getting lost in unnecessary nuances, making the story more engaging and memorable.
Additionally, creating easily digestible content respects audience time and keeps them interested. This ensures they won't get bored to the point they disengage and back off.
Bonus tip: Rather than creating a 3 minute long video, break down the story into 3 different episodes, so that they can be released as part of a series. This will allow the viewers to enjoy and absorb the information in smaller doses, leaving them excited about the upcoming episode.
#3 Weave data into a story
Environmental research is loaded with relevant data, but sometimes, the numbers alone can feel overwhelming.
Simply presenting facts and showing extensive data is not enough to keep your audience interested.
In order to gain people's attention, it is necessary to go beyond merely presenting statistics.
How do we bridge the gap between data and engagement?
Imagine taking your audience on a journey, exploring real-world stories that breathe life into the data, evoke emotions, and explain your findings in accessible terms.
Humanise data by sharing real-life case studies.
For instance, how does your project impact the environment, individuals or communities?
Here is an example of how we helped the BES present an ecological report to decision-makers:
British ecological society - Nature-based solutions
#4 Speak to people’s hearts
Storytelling plays a crucial role here.
As science and environmental communicators, it is important to share stories our audience can relate to.
The key is to be creative and find ways to connect with your target audience on a deeper level.
We need narratives that speak to people’s hearts. Anecdotes that individuals can relate to. Real life scenarios that they can identify with.
Here is an example of how we used visual storytelling to explain climate anxiety
#5 Look on the bright side
It’s no secret that humans are drawn to stories, so the way we communicate is crucial to conveying the message effectively.
For instance, in the light of the current biodiversity loss, narratives that are solely based on alarming facts may discourage people.
Instead, stories that suggest positive and clear solutions tend to resonate better with the audience than those that only show negative scenarios creating anxiety for viewers.
Positive narratives have the power to inspire and motivate people towards action.
By focusing on solutions and presenting a hopeful outlook, positive narratives can empower individuals to believe in their ability to make a difference and contribute to positive change.
Moreover, these stories can create a sense of community optimism and encourage collective efforts, fostering a more collaborative and proactive approach to addressing environmental challenges.
Here is another example: We helped 1000 Landscapes for 1 Billion People to explain Integrated Landscape Management in a way that would appeal to a lay audience, as well as policy makers and land managers.
Books:
Smart Brevity: The Power of Saying More with Less
How to Win Friends and Influence People by Dale Carnegie
Videos:
The Art of Smart Brevity by Jim VandeHei
Let's connect
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ABOUT THE AUTHOR
Giuseppe Forestieri (@motionaptitude) is a nature enthusiast and a creative director with a background in visual communication. He helps organisations and institutions explain science and environmental topics with animations and infographics that facilitate science outreach.
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