Simplifying the Complex

The need for clear and simple writing has never been greater. With email messages flashing through cyber space and faxes going around the globe, your prose will be translated and interpreted in many different cultures and experiences.

If you remember to write in simple language you will be able to write simply about the most complex ideas. This is important because the world has become exceedingly complex.

Public relations professionals are called upon to translate complex ideas into simple language. There Is nothing simple about many industries PR professionals work in. These industries include nuclear power, pollution chemistry or petroleum economics. Yet such issues are becoming more and more important to the average citizen. Public relations practitioners must be able to explain the implications of government or corporate interferences in these areas, as well as to interpret latest research findings in these industries. Public relations professionals usually use authorities to check the final drafts to be sure the translations are accurate.

There are many people who demand scientific explanations. If your company is building a chemical plant near a town, you better be able to explain to the people who live there what the plant will do and how its safety system will work.

Conflicting scientific advice also gets into the public agenda, leaving people confused about what to believe or do.

A solution for PR writers of health, disease and treatment issues is to use a system of getting a diversified panel of experts both internally and externally to develop a document called a position paper. Position papers then provide a launching pad for all public statements on an issue about a product, service or project.

And if the public doesn’t ask technical questions directly, newspaper reporters and electronic journalists will. Today, all media deal with more technical subjects in greater detail than ever before. When reporters, freelancers or bloggers working on such stories don’t understand something themselves, they often go to PR people for explanations.

 

By: Brian Gottesman

Brian Gottesman is a Public Relations Executive with over 9 years of experience in public relations and publications. His work has been published in several network television, print and blog outlets including Fox News, CBS, The New York Times, Wall Street Journal, Buzz Feed and Mashable.

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