Inch along

How do you successfully communicate complex concepts? What’s the right pace to make sure that the person (or audience) you’re talking to understands? What’s the right language to use?

When you’re communicating complex concepts from the stage, look no further than Chris Anderson’s advice on avoiding cognitive overload in his book Ted Talks: The Official TED Guide to Public Speaking.

But what about when you’re sitting down with someone one-on-one??

Let’s say your PR agency has booked an hour-long background interview with an interested reporter to explain your complicated biogenetics innovation. Amazing! What a great opportunity! What should you do?

First, thank the reporter profusely for his interest and time. Congratulate him on seeing something really important that not many people know about yet. He will feel valued, he will be ready to listen.

When you start your discussion, do not dive into the typical presentation you give to other experts in your field. Start in the simplest possible terms - at the level you’d explain to your grandparents. It’s really important to watch him carefully – is he fidgeting because he gets it and wants you to move on? Is he not writing anything down because he doesn’t even understand the Romper Room version? What’s the expression on his face? Is he asking questions that demonstrate comprehension?

If he gets it, inch up to the next level. If he gets that, inch up to the next.

It’s always great to ask “Where would you like me to dive deeper? Which part of this would be most useful for your readers to understand?” Or you can say, “I can go into much more detail here if it’s useful - just let me know!”

It’s also always good to stop and check in – in a gracious and not-condescending way. You should always accept responsibility if there is a comprehension breakdown. As in, “I think I may be getting a little technical. Are we still on track? If not I’d be happy to go back over things – I know I can get a little wrapped up in the science jargon!”

Keep doing both of these things – reading cues and checking in – throughout the whole conversation. At the end of the conversation, compliment the reporter on his questions, thank him for his focus and his time, and volunteer (sincerely) to be available to answer any further questions he has.

A reporter’s ego is a delicate thing. Educating them without condescending to them is an art that requires zen-like patience and hawk-eyed perception. It’s a kabuki dance that’s hard to do, but if you do it well, you are doing the best thing you can possibly do to contribute to accurate and positive coverage.