How to keep "TLDR" syndrome from killing your policy proposal

Harvard Kennedy School Professor Todd Rogers and Lecturer in Public Policy Lauren Brodsky say trying too hard to sound intelligent—even when communicating complex or nuanced ideas—isn't a smart strategy. Because today’s overburdened information consumers are as much skimmers as readers, Rogers and Brodsky teach people how to put readers first and use tools like simplification, formatting, and storytelling for maximum engagement. They say you can have the most brilliant, well-researched ideas in the policy world, but you can’t communicate them, they’ll never reach the ultimate goal—making an impact. Rogers is the faculty chair of the Behavioral Insights Group at the Kennedy School and the author of “Writing for Busy Readers: The Science of Writing Better.” Brodsky is senior director of the HKS Communications Program and the author of “Because Data Can’t Speak for Itself,” a book about how to more effectively communicate the data that supports groundbreaking research and evidence-based policy proposals. They say snarky millennials may be to something when they dismissively mocked your wordy social posts and text messages by replying “TLDR”—"too long; didn’t read”—because that’s how many busy readers feel about a lot of the writing that researchers, academics, and policy wonks do.

Todd Rogers is a Professor of Public Policy at the Harvard Kennedy School of Government. He is a behavioral scientist who works to improve communication, increase student attendance, and strengthens democracy. At Harvard, he is the faculty director of the Behavioral Insights Group and faculty chair of the executive education program Behavioral Insights and Public Policy. He received a Ph.D. jointly from Harvard's department of Psychology and Harvard Business School, and received a B.A. from Williams College, majoring in both Religion and Psychology. He is also co-founded two social enterprises: the Analyst Institute which focuses on improving voter communications, and EveryDay Labs, which partners with school districts to reduce student absenteeism. He is the author of the book “Writing for Busy Readers: The Science of Writing Better.”

Lauren Brodsky is the senior director of the HKS Communications Program and a lecturer in public policy who teaches courses on policy writing and persuasive communications. She is also faculty chair of the executive education program “Persuasive Communication: Narrative, Evidence, Impact.” A co-author of the book “Because Data Can’t Speak for Itself,” she also publishes the website Policy Memo Resource (www.policymemos.hks.harvard.edu) at HKS. Lauren lectures widely on policy communications and the use of evidence in writing for governmental agencies and non-profit organizations. She is a former Theodore Sorensen Research Fellow at the John F. Kennedy Presidential Library and Museum, where she conducted archival research on public diplomacy programs during the Kennedy administration. She holds a B.A. from the University of Pennsylvania and an M.A.L.D. and Ph.D. from the Fletcher School at Tufts University.

Ralph Ranalli of the HKS Office of Communications and Public Affairs is the host, producer, and editor of HKS PolicyCast. A former journalist, public television producer, and entrepreneur, he holds an AB in Political Science from UCLA and an MS in Journalism from Columbia University.

The co-producer of PolicyCast is Susan Hughes. Design and graphics support is provided by Lydia Rosenberg, Delane Meadows and the OCPA Design Team. Social media promotion and support is provided by Natalie Montaner and the OCPA Digital Team.