Does your grandmother understand your business? If not, rethink your PR strategy.
A few years ago, I was sitting with my wife’s Polish grandmother, who didn’t speak English. The people in the room were translating for me as I struggled to explain what public relations is and what I do for a living in New York. The more I talked, the more distressed she looked—probably thinking about the fast-talking foreigner who had stolen her sweet granddaughter’s heart with no clear way to make an actual living. But after a few minutes, I saw her eyes light up, and she finally understood what I did. She declared for the whole room: “Propaganda!” And I had to agree with her—because she sort of got it.
A mentor of mine once told me that to achieve clarity in communication, try explaining the issue or topic to an older friend or relative who has absolutely nothing to do with your industry. I think about that advice constantly, especially when developing public messaging strategies for executives. Our job in public relations isn’t to make things sound fancy or complex. It's to make them understand.
If your company wants the public—or even just your key stakeholders—to grasp what you do and why it matters, clarity must be your north star. This is especially true for executives who regularly speak to the media, appear at conferences, or engage with clients and investors. Here are five practical ways to help ensure your message is received—and remembered:
1. Lose the jargon.
Executives often lean into industry-specific language, thinking it adds credibility. Sometimes it does—but often, it creates confusion or distances your audience. If your grandmother (or an 11th grader) wouldn’t understand a term, ask yourself: Can I explain this more simply? Speak in plain English, and your message will travel further and faster.
2. Get to the “why” quickly.
People don’t connect to technical details or corporate mission statements. They connect to purpose. Instead of leading with how your new product uses AI or blockchain, lead with what problem it solves and why it matters in real life. Start with impact, then fill in the details.
3. Use analogies and stories.
The word ‘propaganda’ resonated with my wife’s grandmother because it gave her a familiar frame of reference. Great communicators use relatable stories and metaphors to bridge complex ideas. If your fintech platform is like a ‘digital financial advisor in your pocket,’ say that—it’s easier to visualize and remember.
4. Anticipate the “so what?”
Every public comment should answer this question: Why should my audience care? Too many executives assume their credentials or logos do the talking. They don’t. People tune in when the message connects to something relevant to their own lives or concerns—whether that’s market risk, social impact, or peace of mind.
5. Practice out loud—with someone outside your industry.
This might be the most useful exercise of all. Before a big interview or presentation, try explaining your key points to a friend or family member who knows nothing about your work. If they look confused, don’t assume they’re not smart. Assume your message needs work. Clarity is not condescension—it’s generosity.
In a world flooded with noise, the best communication cuts through. You don’t need to dumb things down—but you do need to make them clear. If the message makes sense at a family dinner, chances are it will resonate in the boardroom, newsroom, or marketplace.
After all, if your grandmother can’t understand your business, maybe your customers can’t either.