Ros Atkins is a BBC journalist who presents a program called Outside Source which aimed to create a different way of looking at the news (it last aired in March 2023). I became curious about Ros and what contributed to his style of journalism — I discovered he has lived abroad in many countries, he appears quite down to earth, and his warmth shines through even in complex news stories. He seems to understand that in different cultures there are different ways of communicating so understanding the context of the message, the messenger, and the receiver is important. 

His book 'the art of explanation' includes 10 'attributes' that he says are essential in helping to communicate something. I share them below in his words: 

1. Simplicity — Is this the simplest way that I can say this?

If what we say is in its simplest form, it's going to be easier to take in.

2. Essential detail — What detail is essential to this explanation?

Every excess piece information that we include is asking more of the person that we're communicating with.

3. Complexity — Are there elements of this subject that I don't understand?

We need to understand the subject fully ourselves if we're to explain it well.

We can't avoid the complexities.

4. Efficiency — Is this the most succinct way that I can say this?

The more efficient we are, the more space we have to include essential information — and the more we give people in return for their time.

5. Precision — Am I saying exactly what I want to communicate?

We don't always say exactly what we mean. Double-check if the words you've chosen match what you hope to get across.

6. Context — Why does this matter to the people I'm addressing?

People are far more likely to want to hear what we're saying, if they're convinced it matters to them.

7. No distractions  — Am I including verbal, written or visual distractions?

We all frequently include information that works against, rather than supports, what we're trying to communicate.

8. Engaging — Are there moments in your explanation when attention could waver?

If we lose someone, whatever we have to say next may not register.

9. Useful — Have I answered the questions that people have about this subject?

If we address people's questions, there's a great chance that they are going to want to hear what we have to say.

10. Clarity of purpose — Above all else, what am I trying to explain?

If we can be clear on this, the decisions that we make about which information to include, and which language to use, will become a lot clearer too.

The 10 questions above are a good reminder on what is needed to help communicate something effectively. In a time where a 3 minute explainer video feels like it takes longer to watch than a 3 hour epic movie like Oppenheimer, it has never been more important to be clear in communication. 

Ros quotes Professor Jay Rosen, New York University, who says 'good explainers are engaging, not only informative.' When it comes to creating space for an explanation to be heard this is the key — if your story is not engaging and informative it will not be heard in the way that you would like. 

If any of the 10 points above make you curious why not explore further and take up the invitation to get the book and consider what you may discover about how you communicate and what areas of growth are available for you. Let me share that I originally purchased the Audible version of the book in the presales leading up to the launch, and then found it so good I had to get a hard copy which I annotated all over! I loved the book so much I have given away many copies of the book! 

And if you don't want to get the art of explanation just yet, take a look at the 10 points above and reflect on your answers for the next time you are trying to explain something to anyone - it works in a exec committee boardroom meeting, a leadership seminar setting, and with teenagers. I know because I've tried those 3! 

All my best,

Saiyyidah