Technically Speaking: 11 Tips For Communicating With Nontechnical Audiences You may have heard it takes two to tango but the same is true when it comes to communications Shea Dunifon While possessing technical knowledge when working within the water/wastewater industries is important for building trust and a positive reputation with colleagues and/or clients, communicating with nontechnical audiences, like the general public, is equally as important. With the public becoming increasingly aware of the challenges facing our industry, such as aging infrastructure leading to sewage releases and stories on the evening news about “flushable wipes” clogging sewers, effective communication skills with nontechnical audiences is in demand. Communicating with different audiences, especially nontechnical ones, is a skill and an art. The good news is that it’s a skill that can be learned and crafted to meet the needs of audiences ranging from school-age children to senior citizens (and everyone in between). I want to share some of my favorite tips for communicating with nontechnical audiences based on my own experiences guiding public tours of the South Cross Bayou Advanced Water Reclamation Facility in St. Petersburg.
Before you get started trying these tips, understand that true communication begins with self-awareness and a bit of putting yourself in the other person’s shoes; hence, it takes two to tango!
Communication Tips Here are my top 11 tips that I’ve learned over the years speaking on various subjects (including my favorite, chemistry) to nontechnical audiences. Tip 1: Assess the room. Wherever you are about to speak, whether inside or outside, take a few moments to look around. Look for distractions (even breathtaking waterfront views count), check the thermostat, make sure the lighting is adequate where you will be standing, and get a microphone ready if it’s a large room and/or you have a low or soft voice. Tip 2: Assess your audience. Take a minute to think about who you are presenting to. Attendees may not be happy to see you if they think you are going to give them bad news (like a road closure or a water shutoff). Ask yourself if the attendees are stakeholders, clients, concerned citizens, school-age children, a special interest group, etc., and if you can, try to
Megan Ross, Pinellas County Utilities director, speaks to a group from Leadership Pinellas.
62 May 2021 • Florida Water Resources Journal
put yourself in their shoes by asking why are they there. Tip 3: Encourage questions. Not everyone likes to be put on the spot and sometimes getting questions can be nerveracking, but just remember that questions are a healthy sign that your attendees are listening and are engaged! Tip 4: Be authentic—be you. No one wants to listen to a script and no one wants to hear you say what they believe is what you think they want to hear. If you can insert some humor and humility into the conversation, you might find people are more trusting and willing to listen to you. Tip 5: Focus on impact. Try explaining how much money a project will save or how many people will be affected in a positive way. Your attendees care about how this is affecting them. They might be wondering if this will inconvenience their lives, cost them money or time, or if this is something they might want to learn more about (i.e., an opportunity to volunteer or a cause to advocate for).
Pinellas County Utilities employee Dobbie Moore (at center), uses his truck and tools to describe his work with pump stations to a group of school children.
