Storytelling Tip: Don’t assume your audience knows what you’re talking about
Today’s tip from JerryBrownPR’s storytelling tips on the Experience Pros Radio Show
By Jerry Brown, APR
Public Relations Consultant
Have you ever had this experience: You’re on Facebook and one of your friends has posted something like “That was a great experience,” a half dozen people have liked the post and a couple people have added congratulatory comments?
Did you feel like you came in at the middle of the story because you have no idea what your friend’s talking about — or whether all those likes and comments are just polite support or mean everyone but you knows what’s happening?
Or have you experienced this? You go to the local newspaper’s website to find out the score of yesterday’s game only to find a series of stories about the big plays or a controversial call but no score in sight. They assume you already know that.
People often assume everyone else knows something just because they know it.
Don’t leave your audience guessing when telling your story. Don’t assume they know something just because you do.
Jargon’s a common example. Terms widely used and understood within your company or industry may not mean anything to the rest of us. So, explain what you’re saying in terms the rest of us will understand.
Back in my days as a reporter, we always had to include at least a sentence or two designed to bring readers who missed yesterday’s paper up to speed when writing a second-day story. No matter how prominent the story, we were told to assume some readers wouldn’t know what had happened. So, each day’s update of a multi-day story had to be self-contained and explain anything a first-time reader would need to know to understand the story.
You don’t have to drown your audience in endless detail. But tell them what they need to know to understand what you’re saying — and why you’re saying it.
That’s my two cents’ worth. What’s yours?
Jerry Brown, APR, is a public relations professional and former journalist. He specializes in helping clients develop the content they need to tell their stories. He also helps them develop strategies for getting their stories heard, understood and remembered. And he provides media training and presentation coaching for clients who need to tell their stories to reporters or in front of an audience. 303-594-8016 | jerry@JerryBrownPR.com.
Listen to Jerry’s Tips for Telling Your Story every Tuesday at 10:05 a.m., Mountain Time, on the Experience Pros Radio Show on KLZ 560AM in Denver or at www.560thesource.com on the Internet. Missed it on the air? Listen to the archived tips.