We’ve all been there: an exciting piece of research lands on our desk, having sparked a buzz in the academic world. The problem? It’s written in such dense, technical wording that its relevance flies right over the heads of anyone outside the expert bubble.
Ok… maybe this is a problem specific to us, higher and business education PR professionals.
Communicating dry and complex topics can often feel like trying to find a needle in a haystack; you’ve got to find the perfect words to get the message across in a way that leaves the dry and dreary behind.
And these sorts of topics are all too common. Whether it’s AI regulations, economic formulas or business forecasting, PR professionals in our space often have to become experts in a whole range of topics in order to communicate them efficiently to the media.
The research is never too complicated, you’re just struggling to translate it. And that’s where we can help. We know how to make these subjects not just understandable, but intriguing…
1. The art of the hook
Academic writing does not work for the media, or the general public. The human brain is wired to respond to stories, as they help us make sense of the world and connect emotionally with information. When you’re tasked with explaining a dry or complex topic, your first step should be to find the story.
Every topic has a human element, whether it’s the people involved, the impact on society, or the journey of discovery. Instead of simply presenting the dry data of a financial topic, for instance, focus on the story of how it was conducted, or what the data means for the average person at home. Was there a surprising finding that changed the course of a company’s strategy? Perhaps it shows evidence that will make a massive difference to a section of society? Narratives like this make the information more relatable and engaging, and grounds abstract ideas in reality by providing tangible and relatable evidence of their importance and utility.
Got the story? Now it’s about finding the perfect wording. Play around with the messaging, remembering to be as concise and accessible as possible. Avoid clichés, they won’t help you communicate your topic any more easily. The tone of your writing should also align with the audience you’re addressing. While a formal tone might be appropriate for academic or professional audiences, a more conversational style can be more engaging for the general public, so consider the language, style, and level of detail that will resonate best with your readers.
2. Visuals are more important than ever
Visuals can transform complex information into something accessible and engaging, and choosing the right kind of visual will help you do so.
Infographics, which combine visuals and text, are particularly effective for summarising data, explaining processes, or highlighting key findings from studies. Charts and graphs, like pie charts and line graphs, are ideal for presenting numerical data, but it's crucial to select the appropriate type for your information and keep it simple, avoiding overcomplicating the topic even more. Additionally, simple illustrations or diagrams, such as flowcharts, can effectively communicate complex concepts by visually mapping out processes or interactions.
3. Prioritise clear and engaging headlines
Headlines are often the first point of contact between your content and your audience, whether that be an email subject headline to a journalist, or the title on one of your webpages. Crafting clear, engaging, and accurate headlines is crucial to capture interest and encourage people to want to learn more. A great headline should be concise yet informative, and avoid sensationalism as this can erode trust with your audience. Instead, focus on creating headlines that are direct, intriguing, and relevant to the content, ensuring they accurately reflect the key message. We’ve got more help with that here!
Case Study: GMAC Research
Working with the Graduate Management Admissions Council, we help with the PR around their regular reports that focus on admissions, recruitment, prospective students, and so much more. While the findings are by no means dry, sometimes the complexity takes a little… well, a going over of these three steps!
For example, we took one statistic from their corporate recruiter’s survey of 2023 which we thought would be the best hook and produce a drawing headline, that 54% of employers value online degrees equally. Their report also includes visuals such as graphs and graphics, outlining the research nicely, which we also shared with journalists. Our efforts resulted in GMAC’s report being highlighted in Poets&Quants, MBANews, TrainingZone, EFMD and Yahoo News.
Needing some more support? Please get in touch, we'd be happy to hear from you!
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Having studied at top institutions including Sciences Po, City University of Hong Kong, Oxford Brookes University, KIMEP University and having completed his Masters at the University of St Andrews, Alex’s insider knowledge means that he genuinely understands the inner workings of universities and higher education institutions. Alex has won awards for his academic writing and is fluent in both English and French, and proficient in Spanish.
