- Avoid jargon: captivate, do not alienate your audience. Formulate a message that is easily accessible and understandable for a wide audience, yet remains legally and technically accurate.
- Words are only part of the message. Literally show your audience the big picture: create strong graphical representations of key technical points or complex legal or social issues. A picture, diagram, animation, meme or interactive dataset can capture the public’s imagination.
- Tailor your message for different audiences. Frame the issue in a way that is easily relatable for each constituency. Choose different channels and spokespeople to reach different groups.
