If your audience doesn’t get it, your message will fail

Communicators are often asked to explain complicated ideas.

In these cases, clarity matters more than a technical explanation.

If your audience doesn’t understand the message quickly, you’ve already lost them, said Amanda Russo, director of communications at the Crypto Council for Innovation at Ragan’s Future of Communications Conference.

She shared how her team approaches complex topics like cryptocurrency and climate-related finance.

“The work itself can be highly technical. The challenge is making it understandable,” she said.

Eliminating the jargon

In one example, Russo described a project where farmers received faster insurance payouts using blockchain-based systems tied to satellite data. The mechanics behind it are complex, involving smart contracts and automated triggers.

Instead of trying to explain this in depth, Russo’s team moved the focus away from technical language toward real-world impact.

“Stop talking about a smart contract. Just talk about farmers getting paid,” Russo said.