Chances are that you have a background in one or more of the sciences. In fact, I venture that this material will be read by a higher percentage of postgraduate degree holders than the average textbook. Your highly advanced level of education maybe good for you, but can be very bad for your mass media communication skills. In many aspects of your work those degrees and technical training are helpful. In mass communication they can actually be a liability.

 I’ll bet that statement sent a few eyebrows zooming skyward. The fact is that scientific communications, by their very nature, must be concise and succinct. Pedantic is a word that comes to mind. Reports, technical articles, and educational or degree materials all fall into this category. That’s fine as far as it goes. The problems start when you try to use the same approach, and language, to write copy for social development communication.

 You see, normal everyday people simply do not talk, or think, the same way you do. All of that fancy education changed you from the simple child you once were, to a very precise clearly spoken professional. At least that’s the theory.

 In reality, the very talents that make you so efficient in your profession may be real hindrances when communicating with the normal everyday “ Joe Six-pack” or “Ali Orangejuice” types.  When you add to that a different culture from yours, a different language (in more ways than one), and a totally different perception of life some one, somewhere, is going to get lost. I suggest you let it be you rather than the people you wish to communicate with. If you are now more than a little confused then my point is getting through.

 On almost every project I encounter what I call the “ Professor Pedant” syndrome. This manifests itself in a real, some might say anal retentive, desire to insure that each and every tiny bit of information is contained in a publication and that it is absolutely, scientifically, accurate to the last decimal place. Although I can applaud the motives behind such a desire, from a communication point of view it is a very deadly virus.

 Like it or not, the average person prefers information in simple, easy to digest, portions. They could care less about the scientific details that you find so remarkable. What they want is an overview they can relate to and easily comprehend.

 Many years ago a kindly man in a green suit taught me a few realities of life. One important rule he summed up as K-I-S-S or KISS. That is the acronym for “Keep It Simple Stupid”. There are enough chances for mistakes in this business without additional complications. Why say “ Drink Coke-A-Cola” when “ Drink Coke” works even better, and is easier to remember? 

 Why say that your program “concentrates on protecting rare birds such as the pink breasted pin feather, the purple crowned wobble, the C flat night squawker, as well as a multitude of other rare and endangered species” when you can say “This program concentrates on protecting a multitude of rare and endangered birds”.