Five questions to ask when you need to learn something quickly!

I remember feeling like I had to know everything about the topics my organisation was known for. 

If you work in communications, it’s not your job to be a subject matter expert. It is your job to get across information quickly so you can talk to people about it. 

Here are the questions I ask to understand new topics ASAP and get on with developing content that has cut through.

How would you explain it to a 5-year-old?

This question is great for getting a simple explanation that assumes no prior knowledge. It’s beneficial when you are working with subject matter experts who are used to using lots of jargon or technical terms. 

Why is this important?

Sometimes, this isn’t immediately obvious and needs to be teased out. If it’s not obvious to you straight away, you need the information that will help you make it evident to your audience. 

What is the most interesting part of this work/project/report?

Getting someone close to the issue to point out the most interesting element to them can help identify your hook. There will be cases where an alternative hook stands out to the general public, but this is always an excellent question to interrogate. 

Is there anyone who might be upset about this?

Subject matter experts are helpful for identifying the issues you need to anticipate. Whether it’s a lobby group or competitor who might hold a different view to your organisation, understanding what might upset them will help you to develop the messaging you need to response or prevent negative attention. 

Have we spoken about this publicly before?

If you’re new to an organisation, you won’t be across the topics and issues that have been in the public before. Understanding what is already on the public record is an important piece of the puzzle. 

Asking simple questions might feel uncomfortable, but remember you’re not asking them for yourself; you’re asking them on behalf of your audience!