Writing for General Audiences
As environmental professionals, we are going to encounter many different kinds of writing in our careers. To accomplish our environmental goals, we will likely need to write using different styles depending on the situation. We may need to write a research report for scientific audiences, but to communicate the same information to the general public, we may need to write a blog post or create a story.
Whether you’re a student, a researcher, or someone who is just passionate about making a difference, writing for general audiences is a crucial part of educating as many people as possible about important environmental issues. The aim of this guide is to help you convey complex topics effectively and engage general audiences in understanding and acting on environmental concerns.
Here are some general tips and best practices for writing engaging pieces for general audiences:
Know your audience
Consider who will be reading your piece: is it a blog post for adult readers? Is it a script for a YouTube video for high school students?
Tailor your writing to meet your audience’s interests, concerns, and level of familiarity with your issue. Use relatable examples and language that is accessible to everyone, avoiding jargon or technical terms.
Start with a Compelling Hook
If you want your audience to stay engaged with your writing, you’ll need to grab their attention from the beginning. Start with a captivating anecdote, an appeal to their emotions, a startling statistic, or a thought-provoking question to draw them into the importance of the environmental issue you’re addressing.
Include relevant images, infographics, and charts to reinforce your message. Visuals can help break up text and make the content more engaging.
Tell a story
Oftentimes we think telling people the facts will compel them to care about an issue, but many people receive information through stories and narratives. People find it easier to connect stories that evoke emotion and make topics feel more real.
Incorporate real-life examples, personal experiences, or success stories related to the environmental issue you’re discussing. This adds a human touch and makes the information more relatable.
Provide Inspiring Messages and Actionable Solutions
Your audience is more likely to respond positively to messages of hope that empower them to feel like they can do something about the issue. It is your job to not only share the facts on the issue, but to inform your readers about practical solutions for the issue.
Whether it’s reducing plastic use, supporting sustainable practices, or advocating for policy changes, give your audience tangible steps they can take to make a positive impact. Inspire your audience by focusing on the positive actions and changes that are already happening. Inspire hope and motivation by highlighting successful initiatives, community efforts, or innovative solutions.
Address Counterarguments and Cite your Sources
The issue you are addressing more often than not will be complex, and your audience may have questions or doubts. Acknowledge potential counterarguments and misinformation, and address them thoughtfully. This adds credibility to your writing and shows that you’ve considered different perspectives, making your content more convincing.
It is also always a best practice to back up your information with credible sources. This builds trust with your audience and encourages them to delve deeper into the topic if they wish.
Remember, when you are writing for broad and general public audiences, the goal is to inform, inspire, and empower your readers. By following these best practices, you’ll be on your way to creating impactful content that raises awareness and encourages positive change. Happy writing!
