We’ve all been there. You are asked to write a newsletter about a topic that is very complicated and technical. And your audience is unfamiliar with the subject matter and its jargon. So, how do you explain it in a way that can be easily understood?
At Toshiba America Medical Systems Inc., we were faced with this very challenge when the 2010 Patient Protection and Affordable Care Act was passed. As more of our healthcare provider customers began asking, “What does this mean to me?” it quickly became apparent that we could empower our sales team to help answer this question. We do this through an internal newsletter that breaks down complicated healthcare legislation into concepts that are easy to digest and share with others.
TEST YOUR KNOWLEDGE
The most efficient way to go about tackling complicated topics is to have a plan in place that allows you to learn about the topic, explain it simply and then test out your copy before it is published. Following the steps below will help you when writing about healthcare legislation or any other equally hard-to-understand topics.
1. Use company knowledge experts. You cannot effectively write about a subject until you fully understand it yourself. One of the best ways to learn is by going straight to the subject-matter experts at your company. These are the people who live and breathe what you need to write about. Unlike reading about a topic, this gives you the chance to ask follow-up questions to make sure that you fully grasp the topic. Internal experts will also be able to tell you why this information should matter to your audience, and what call to action should be made.
2. Do additional research to fill in the blanks. While the knowledge experts can explain a subject, it is still useful to do some additional reading on your own. This will give you a chance to verify any figures you’ve been provided and locate places you can direct readers for more information.
If you find additional information that wasn’t covered by the knowledge experts the first time, you may find it necessary to speak with them again.
3. Write in an easy-to-read format. We have found that using a question-and-answer format works best for our audience. This allows us to simplify the topic by breaking it into individual concepts, focusing on key points.
Make sure that you provide answers not only to the questions you want your audience to be able to answer but also to questions they might be wondering about.
For example, we make sure to provide answers about what the most important changes in new legislation will be for our industry. We follow this up with answering our audience’s question, “What does this mean to me and my customers?”
4. Use simple language. When you find yourself submersed in a topic, this can be a hard step to follow but it’s important. In healthcare, as in other industries, there are acronyms and words that are used almost like a secret language. To help avoid this pitfall, read your copy and if you get to a word that is not used commonly outside of your industry then change it or explain it. The simpler you make the explanation, the easier the concept will be for your audience to grasp.
5. Have others not familiar with the topic review the final copy. Once you feel you have answered every possible question for your readers using simple language, it is time to test your copy. Have someone who is not close to the subject matter read your piece. Have them tell you if there are any words or phrases that they do not understand.
Ask them if there are any questions left unanswered. If someone unfamiliar with the topic can read your piece and come away with an understanding, then you have done your job well.
Now that you have a plan, the next time you are asked to write a newsletter about a complex topic it should be easier to write. Perhaps more important, your copy will be easier for your audience to understand and share with others. PRN
(Learn more about creating and distributing the most effective content at PR News ’ Digital PR Summit on Feb. 27 in San Francisco; prnewsonline.com/digitalsummitsanfran13/.)
CONTACT:
Rose Mary Moegling is social media manager at Toshiba America Medical Systems Inc. She can be reached at [email protected].
Content Marketing