I had the chance to visit with a bright group of students at a Johns Hopkins University graduate course on International Public Diplomacy this week. Giving guest lectures at classes like this is a chance to learn as much as teach – and this week was no exception.
I was asked by the professor (a pioneer in her own right) to talk with the class about trends in public diplomacy and global issues including women’s and children’s health. So I decided to show the class a short video that falls under the classic “public service announcement/PSA” label that the United Nations Foundation had produced a few months back for a micro-campaign related to health.
What the class’ critique reminded me was one of the great truths of public messaging: simple doesn’t mean dumbed-down. Simple just means clear.
The class told me that the PSA we had produced was good, probably better-than-average, and no doubt got some notice within our sector and helped build some new support for the issue (all true I am happy to report). But a few of the students told me that it simply contained too many words. The other students around the room nodded in agreement. The power of our message was diluted by words. They were good words, important words, and relevant words. There were just too many.
Why should people take the time to digest a feast full of words when we are most likely introducing them to a new concept for the very first time? Why should I assume that just because I have issue experts and smart colleagues who are providing me with great content that everyone I am messaging to wants to hear it? These are some of the most basic concepts of communications, but it is amazing how sometimes it takes a visit back to the classroom to learn them again.
When reviewing the copy that I draft, approve, and send around this week, I will remember the advice of these smart students. I’ll try to avoid using too many words. Chances are I used too many in this post already…