When jargon and red tape cloud important information, Gemma Hulsing steps in to clear the fog.
As Team Leader of Communications at Port Stephens Council, Gemma transforms complicated council processes into stories anyone can follow. Her secret? Plain English combined with a deep understanding of her community’s needs—making the complex simple, and the distant feel close.
What’s the most challenging piece of content you’ve ever had to simplify? Do you have a favourite example of plain language done exceptionally well?
The toughest thing I’ve had to simplify so far was explaining the Development Application (DA) process to our community.
As someone who hasn’t bought a house or undertaken any home renovations, it was a challenge to get my head around the lingo and understand the process, before explaining what’s needed, when to apply, the different types of applications, and where to get more info.
It took a few attempts to find the clearest way to explain it. We ended up creating a video series with a really simple script that breaks down the process into easy steps. It’s been a big help for our team answering questions and has given us a good structure for our website and future videos.
I’m a visual learner, so explainer videos or infographics are my favourite. I think the Cancer Council does a fantastic job of explaining often complex medical topics in a simple, easy-to-understand way.
Their use of headings, bullet points, and pictures really helps make tricky information easier to read. They’re a great example of how to do plain language well.
What common barriers prevent organisations from using plain language effectively?
I think a big part of it is just the way things are usually done in that organisation and what people expect.
When I first started at Council, it was tough to get used to all the jargon – the abbreviations, Council’s processes, and the specific language used in each department. It’s like each team gets used to their own way of talking internally.
Some organisations or individuals also believe they need to write long, complex passive sentences to sound “professional.” They might think that using simple, direct sentences will make them seem less knowledgeable.
But I think the main issue is that many organisations don’t really understand the benefits of plain language or how to implement it. Providing training on how to communicate clearly is not seen as a priority.
In our team, our goal is to communicate and connect with people in a way that shares our stories, listens to our community, informs what happens in the future, and improves the wellbeing of people who live, work, and visit Port Stephens.
And a key part of that is telling stories – using the power of storytelling to make technical information easier to understand. We aim to deliver information in a timely, creative, and transparent way.
What strategies do you use to simplify complex technical or policy-driven content?
Haha, yeah, not just relying on AI (though it can be tempting sometimes!).
The first thing I do is figure out who my audience is and what the goal of the communication is. This helps me decide which key points to focus on when simplifying a complex topic.
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As I mentioned before, I learn best visually, so I like to break down the content into sections, headings, or different topics. Basically, I organise it.
I might even start using diagrams, flowcharts, or icons. It’s also important to show how the different parts connect – through transitions and summaries, for example.
I try to make sure any visuals I use are actually helpful and don’t make things more confusing. They shouldn’t require the reader to work hard to understand them.
Finally, I always test and revise the communication before it goes out. I go back to the expert on the topic first to make sure I’ve understood the information correctly – sometimes I still haven’t!
I often find it helpful when the expert explains it to me in their own spoken language. People often speak much more simply than they write.
I keep revising until I’m confident that the information is simple, clear, and effective for the audience I’m communicating with.
How do you balance simplicity with professionalism in formal communication?
Right, balancing simplicity and professionalism in formal communication is interesting. For me, the first step, even before simplifying anything, is really understanding who I’m communicating with.
If it’s a formal setting, I still believe in using clear and straightforward language, but I’d be mindful of avoiding overly casual language or slang. It’s about maintaining a level of respect and demonstrating competence without making the communication unnecessarily complex.
So, I’d still focus on breaking down complex information, using clear headings and bullet points, and minimising jargon.
The professionalism comes from ensuring accuracy, having a logical structure, and being concise. It’s not about using complicated vocabulary; it’s about being clear and respectful of the audience. Knowing your audience really helps you find that right balance.
What practical tips would you share with someone struggling to cut through jargon and communicate more clearly?
Breaking through jargon and communicating clearly can definitely be a challenge, especially when dealing with established habits. But the benefits of clear communication are significant for everyone involved. Here are some practical tips I’d suggest:
- Always begin by understanding your audience. Who are you trying to reach? What is their level of understanding of the topic? This will guide your language choices.
- Try explaining the concept as if you were talking to someone outside of your immediate field. This can help you identify areas where jargon might be creeping in.
- Use short and to the point sentences. Shorter sentences are generally easier to follow and understand.
- Choose simpler vocabulary whenever possible. If a common word conveys the same meaning as a technical term, opt for the common word.
- Be cautious with acronyms and abbreviations. Spell them out on first use, and consider whether they are truly necessary.
- Use visuals to support your message. Diagrams, charts, and other visual aids can often clarify complex information more effectively than text alone.
- Actively seek feedback on your communication. Ask your audience if your message is clear and easy to understand.
- Read your communication aloud. This can help you identify awkward phrasing or overly complex sentences.
- Ask someone unfamiliar with the topic to review your communication. Their perspective can highlight areas that need further simplification.
- Remember that this is a process. It takes time and consistent effort to change ingrained communication styles. Be persistent and gentle with yourself and others, as the rewards of clear communication are well worth it.
Gemma Hulsing’s practical approach to communication reminds us that clarity doesn’t mean sacrificing professionalism.
By knowing your audience, cutting through jargon, and using simple, structured language supported by visuals, anyone can make complex information accessible and engaging, especially on social media. Her work at Port Stephens Council proves that plain English isn’t just a tool—it’s a vital way to build trust and bring people closer to the issues that affect their lives.
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