“Too often, potentially great projects are dismissed by management, investors, and regulators simply because those decision makers can’t understand their value”, writes Frank J. Pietrucha in his book, Supercommunicator. “Opportunities can be missed and bad things can happen when content originators don’t explain their subjects in easy-to-understand language.”
If you have recently put together a business case or project initiation documentation, then you’ll know how important it is to set out the benefits of what you are doing. Getting the information across to those who need to know in a way they can understand it is the main challenge of project communications.
Pietrucha writes: “The digital age is about information. Finding new ways to obtain, analyse, and share data is essential. Providing information to audiences clearly is the essence if what we do as communicators, but shouldn’t we aim higher? Our mandate should be to strive not just to deliver information but also to bring meaning to our audiences through thoughtful explanation.”
Data alone isn’t enough
Project reports often focus on numbers, statistics and the graphical representation of results. Pietrucha says that we often worry so much about data that we forget to explain why those facts and figures are important. Setting data in context and making it accessible is important if you want people to get the message.
He talks about different types of multimedia and digital communication tools like infographics and video as options for displaying data in meaningful ways. He doesn’t recommend a particular approach, instead saying that you should choose what works for your audience. Of course, you need to know how to work with data before you can present it to others.
Part 5 of the book focuses on guidelines for effective communication. One of those is to be culturally aware. For example, there’s no point in me telling you that the title of this book makes me think of the Supercomputer running segment in Ant and Dec’s Saturday Night Takeaway. Unless you happen to watch the show, which pretty much limits it to UK audiences, it won’t mean anything to you. So, Pietrucha says, don’t use references that your audience won’t understand or you risk alienating them.
The other guideline I found good was about keeping it simple. However, as Pietrucha says, there is such a thing as too simple. “Don’t oversimplify when your audience needs substantial content,” he says. Don’t assume they can’t learn.
In summary, his guidelines are:
- Relevance to audience
- Build: start with one idea then add others to allow the audience time to take on new concepts
- Make it real: use analogies, stories, testimonials and case studies. The book uses a lot of these to illustrate various points (including this one). In fact, this is covered in a lot of detail. He suggests you test your analogies on friends first to make sure you are not introducing ideas that have too many interpretations as this leads to misunderstandings.
“If you can see data, instead of just hear or read about it, naturally you’re going to understand a topic faster and more effectively.”
Getting the message across
“People pay attention when they comprehend there’s something in it for them,” Pietrucha writes. “Do your job and help them get to the ‘aha’ point of realisation.” There’s a lot in the book about communicating effectively including the advice that you should lead with the conclusion.
Pietrucha writes about making difficult subjects accessible by presenting them in a practical, visual way including using:
- Simulations and games
- Physical models
“If you can see data, instead of just hear or read about it, naturally you’re going to understand a topic faster and more effectively,” he says.
He takes it further than your typical presentation advice. People don’t only learn visually and through hearing information but through experiencing it, he says. As a result, participatory learning is gaining traction. How could you do this on your project? Think about where you could introduce ways of involving users in training and learning.
I thought that the book ended abruptly. I also thought it could be shorter as it does seem to cover the same points several times in different chapters. But overall it has some good advice that can be applied to project communications.