“The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”
— Hans Hofmann
No matter how attractive your organisation or cause there will be a need to communicate complex information. The kind that matters deeply but risks losing the audience by the end of the first paragraph.
Policy updates, research findings, annual reports or strategy papers are rich in meaning but can be heavy in technical language and statistics. Herein lies a juicy challenge for communicators (and one that I love) – to not dilute the substance, but make it easier to understand. Clarity without compromise is the goal.
This article explores how to plan and structure communications built around complex material.
Study after study shows the short chance we have to connect with our reader. Recent research suggests people now stay focused on one screen for an average of just 47 seconds. Older but still widely cited usability research tells us that readers typically absorb only 20–28% of the words on an average web page visit.
For communicators, that means the window to explain why something matters has become extraordinarily small. In this environment, clarity is not simply good writing practice; it is essential.
So how do we actually turn this into reality? The secret is in the preparation, with some key questions to consider:
Before shaping your message, it is essential to understand who will receive it. Different audiences bring different levels of knowledge, motivation and time. A donor may want evidence of impact, while a public audience may need the issue explained in everyday language. Internal teams may be looking for relevance to their work and clear next steps.
The more precisely you define the audience’s priorities, the easier it becomes to choose what information to highlight and what can remain in supporting detail.
The channel shapes how complexity should be handled. A web article, email or social post each needs a different approach: a few strong lines and a hook for social, a clear and engaging opening for web, and easy-to-retain key messages for email.
Matching your words and structure to real reading behaviour increases the chances that key points are seen, understood and remembered.
The purpose of your communication shapes the information that needs to come first. Is your reader being asked to change behaviour, support a campaign, make a purchase or simply feel more informed? Once you have clarified your purpose, you can then decide what evidence is most persuasive and are ready to begin writing.
Whether deliciously juicy or dry as a bone, even the most complex information has a story inside it - a consequence, a challenge solved or a decision made.
A dense climate risk assessment, for example, is not really about figures alone. It may be about farming communities facing repeated drought, families living with rising flood risk, or cities adapting infrastructure to protect the most vulnerable. Framing the information through the people and realities behind the data gives context to the facts. This enables the reader to engage, as they understand not only what is happening, but why it matters.
Information often comes across as complex due to the language used. In-depth reports can rely on language familiar to the reference group, while annual reports are generally data-heavy.
Your job is not to “dumb down,” but to translate. Use plain, specific wording and break up long sentences. For example, instead of “the implementation of a revised framework”, say “the team introduced a new framework”. The meaning becomes instantly clearer.
Examples are one of the best ways to make information easier to understand and therefore more engaging. People connect more easily with what they can clearly picture. A sustainability policy, for example, is easier to follow when connected to a practical change in how an organisation works. A legal ruling becomes far more engaging when illustrated by its impact on an everyday decision. Take time to tailor your example so that it creates a genuine connection with your audience.
Ultimately, this work is about respecting the intelligence of the audience while removing unnecessary barriers to understanding. When done well, it builds trust, strengthens engagement and helps organisations communicate with greater impact. The best communicators do not strip out meaning; they reveal it more clearly. That is where content becomes truly powerful.
Further reading: Are you a Communications Manager or a Social Media Manager
Photo credits: Jodie Cook on Unsplash, Clayton Robbins on Unsplash
Helping organisations to reach their audiences, wherever and whoever they may be.
