With the ongoing global public health crisis, now more than ever, effective and accurate communication to the public is not only crucial, it’s lifesaving. And according to Brendan Dell, politicians and public health authorities are failing to communicate the things they need the public to know about because of the way they craft their messages.
According to Brendan, there are certain communication keys that need to be considered in order to create a compelling and understandable message that will truly impact the public. He says that while it may not be the easiest thing to do to translate jargon into simpler and more common terms, it can be done and it should be done in order to effectively send the message across to the people and get positive feedback.
Brendan Dell is a gifted messaging strategist focused on working with marketing leaders to craft messaging and campaigns that are effective now. He's been called one of the brightest minds working in marketing today.
He is the President of Spark, where he partners with marketing and sales leaders to tell high impact stories through strategic consulting workshops, training, and cornerstone content development. Brendan is also the author of “The 12 Immutable Laws of High Impact Messaging”, which shares with readers how to craft really powerful messages to shape culture, drive sales, and mold the world around you.
Brendan received his BA in Political Science from the University of California.
What You’ll Hear On This Episode of When Science Speaks
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The importance of humanizing messages in the face of the COVID-19 pandemic
In order to effectively combat COVID-19, it’s crucial for the people to know what they’re up against and what they should be doing to flatten the curve. According to Brendan Dell, the only way for people to truly understand the situation is for politicians and health authorities to use terms that they can understand, to humanize the message and craft it in a way that is relatable, understandable, and compelling.
People, in general, react to messages that hit close to home, which creates a connection that they can understand. While the use of specific jargon is unavoidable sometimes, combining these with terminologies that people can absorb and comprehend right away allows them to react to your message in the way that you are hoping they would. People need to see the value of your message and the only way to do this is to convey it in a manner that sticks out not because it’s complicated but because it makes them realize its intensity, its urgency, and its impact in their lives.
The role of data in crafting compelling messaging
According to Brendan Dell, data is used to create the context of your message, it isn’t necessarily the message itself. It allows people to see the entirety of the situation and to see how it can impact their lives, and it also helps emphasize the need to act on what is being relayed to them. Presenting your data in a way that makes people ask why it’s important for them and how it relates to their lives is crucial to get your desired feedback.
Politicians and health authorities need to see data as a means to an end, i.e. it allows them to effectively convey their message in a context that people can grasp right away. In the scientific world, data can serve as an explanation but in the eyes of the public, data serves an entirely different purpose. And crafting your message in a way that combines data and humanistic language is crucial to get people to appreciate the information that you are sharing with them.
Learn more about Brendan Dell and his work on this week’s episode of When Science Speaks.
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