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How to Communicate with Clarity and Confidence with BBC’s Ros Atkins
Ros Atkins is a BBC journalist and host of the BBC Explainer series ‘Ros Atkins On…’ which has received millions of views all over the world.
Ros’ sharp, insightful explainers are a masterclass in unpacking complex issues in an accessible, informative, and engaging way. They are also proof that for all the talk of dwindling attention spans and waning audience numbers, if you make a good product, people will watch.
In his debut book, ‘The Art of Explanation: How to Communicate with Clarity and Confidence’, Ros shares the secrets he has learned from years of working in high-pressure newsrooms, identifying the ten elements of a good explanation and the seven steps you need to take to express yourself with clarity and impact.
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02:43 The motivation for writing The Art of Explanation:
- The success of Explainer videos and BBC TV format led to interest from others.
- Frequent inquiries about the method for simplifying complex news stories.
- Ros had a systematic approach to explanation and communication that could be useful to share.
- Ros was contacted by a senior figure in a major publishing house with a book idea. The initial idea from the publisher wasn’t a fit, but the process prompted deeper consideration. He then developed a proposal for a book on explanation and sought interest from other publishers.
04:49 The importance of clarity
- Clarity ensures the message is received as intended.
- Pausing to consider clarity in content and delivery improves communication outcomes.
- Ros shares his personal experience with clarity: in the early 2010s he had to balance BBC radio and TV commitments – he needed to clearly communicate with the BBC about his capacity.
- He had a meeting with Head of BBC News: Scheduled a 15-minute meeting to discuss his concerns – Prepared carefully to be clear and concise – this resulted in adjusted commitments that were more manageable for both parties. The outcome was he transitioned from radio to TV presenting.
- Clarity doesn’t always guarantee desired outcomes but improves chances.
08:47 The current stage of the BBC
- Ensuring work reaches and is relevant to the audience.
- Maintaining fairness, accuracy, and usefulness in journalism.
- Evolution in journalism practices from 2001 to 2024, including new formats like Explainer videos.
- There are constant discussions among journalists about staying relevant.
- Adapting to changing audience needs is an ongoing process in any newsroom.
- The Director General Tim Davie recently addressed the need to evolve the BBC’s funding model. The consultation launched to explore changes to the license fee.
12:53 The some key steps from the multi-communication process
- This helps manage overwhelming amounts of information.
- Step 1: The Setup
– Pause to consider the purpose of the communication.
– Identify necessary information and the best way to convey it.
– Understand the audience and their preferred information reception.
- Step 3: Distill the Information
– Simplify information to its clearest form before communicating.
– Essential for creating clear and concise messages, such as in emails.
15:57 Getting a message across with short attention spans
- Journalists should present detailed content in an accessible way to retain audience interest.
- Evidence from platforms like YouTube shows people engage deeply if the content is done right.
- Distinguish between essential and merely interesting information.
- Include only essential information that is crucial for understanding the subject.
- Ensure all included information is clearly and adequately explained.
- Avoid making vague references that confuse the audience.
- Programs and videos do not have fixed durations, so focus on including all essential information rather than adhering to a specific length.
19:11 How to get up to speed with information you’re not familiar with
- The multistage approach to subject research:
– Three team members collaborate on videos, each with different methods.
– Start by reading general articles, listening to podcasts, and watching videos to grasp the basics.
- Note areas of confusion during initial research, and research these areas further, continuously chasing down misunderstandings.
- Honesty about what isn’t understood is crucial.
- Seeking Expert Advice, e.g. consult BBC colleagues who are experts on the subject, and validate nuanced sections of scripts with these experts to ensure accuracy.
- Double and Triple Checking: Final checks with editors and specialists to confirm the accuracy of the analysis.
- Regularly seek second opinions, even for smaller communications like emails, from colleagues and personal contacts.
23:26 How to be a great storyteller
- Everyone can improve their communication skills.
- Use established story structures to craft presentations, articles, or documents.
- Effective storytelling techniques include:
– Start with the conclusion and work back to the beginning.
– Highlight a problem and show how it was solved.
– Regularly use 4 or 5 reliable structures to make information engaging and comprehensible.
- Ensure the content is relevant and useful to keep the audience engaged.
- Utilize narrative techniques to maintain attention and ensure the message is received.
- Using a familiar story structure boosts confidence in presentations and speeches – and confidence is crucial for effective communication.
27:04 Differences in Communication Modes
- Written and scripted communications follow a thorough process outlined in the 7-step method.
- Dynamic communication, like live broadcasting, requires adaptability and practice.
- Prepare for unscripted situations by practising different ways to convey information.
- Practice explaining information clearly and concisely without relying on scripts or notes.
- Prepare for unexpected questions or topics to maintain clarity and control
31:28 Techniques for managing nerves
- Preparation is critical in handling pressure moments.
- Experienced broadcasters still feel nervous but use preparation to manage nerves
- Visualise the situation to make it feel familiar: imagine the setting, such as a job interview, and plan actions and responses, anticipate potential questions and prepare answers.
- Think through details like entering the room, where to place belongings, and initial actions.
- This mental rehearsal makes the actual moment feel more manageable.
33:00 Useful editing techniques
- Effective editing boosts the clarity and impact of communication, and clear communication increases the chances of achieving desired outcomes.
- Research and information are valuable only if communicated well, so prioritise effective communication over preserving every word.
- Simplify sentences by eliminating redundant words or phrases.
- Apply evaluation and simplification consistently.
36:31 How to create your own unique voice or style
- Effective communication requires both what you want to convey (substance) and how you convey it (style).
- Developing a unique communication style takes time and patience, so avoid pressure to find your voice immediately; gradual evolution is more sustainable than sudden change.
- Authenticity is key to building trust and rapport with your audience – ensure your style feels true to who you are.
- Your tone may need to adjust based on the medium (e.g., TV, social media).
40:33 Structuring reports for different audiences
- Tailor your report based on your audience’s reading habits; some may read thoroughly, while others may skim or skip sections.
- Signal the most important point early in the report to capture attention, however, be cautious; overly emphasising one point can lead to the rest being overlooked.
- Use formatting techniques, such as bolding, to highlight key information.
- Ensure the report motivates readers to engage with all the content, not just the highlighted sections.
- Harvard’s Professor Todd Rogers emphasises the impact of formatting on how information is perceived and consumed.
Links mentioned:
The Art of Explanation by Ros Atkins
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Summary
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