One of the biggest challenges Widmeyer Communications had in its effort to promote the Brain Injury Research Institute’s concussion expertise was to communicate complex medical science to the public in an understandable and engaging way. Here are some tips on how to do so from Widmeyer’s Henry Engleka, a principal and leader of its healthcare practice:
• Frame the topic correctly. Find easy-to-comprehend ways to connect the audience to the topic. “[Use] some common or shared values or beliefs,” says Engleka.
• Visuals are important. “The fact that Dr. Julian Bailes was able to compare the slides of a healthy brain vs. a brain with CTE was critical,” s ays Engleka. “It was a show-stopper.”
• Use third-party groups. Find relevant groups that have a stake in the topic. “For CTI it could be parent associations or Pop Warner Football leagues,” he says. “They can better communicate the science to their own groups.”
Read the full case study in PR News
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