In today’s misinformation-heavy environment, capturing public attention requires more than publishing rigorous, data-driven policy research. For NGOs and think tanks, the real challenge often lies in cutting through false narratives and making complex research resonate with broader audiences. Whether the goal is to counteract misinformation, influence policy, or drive public discourse, translating technical content into accessible formats is essential.
At Flatpage, we specialize in helping mission-driven organizations bridge this gap. Whether you’re working on white papers, policy briefs, academic reports, op-eds, or multimedia campaigns, these strategies apply across content types. Here are eight actionable steps you can take to turn dense research into compelling, public-friendly material that amplifies your message and impact.
1. Start with the “So What?”
Every piece of research has a reason for being. Before drafting any public-facing content, ask yourself: Why should the average person care? What problem does this research solve? Who is affected? Framing the issue in terms of real-world impact connects the dots between complex findings and the public interest.
Example: Instead of leading with “Our study explores carbon pricing mechanisms in member countries of the Organization for Economic Co-operation and Development,” try: “Could a simple tax help save the planet? Here’s what carbon pricing could mean for your wallet and the environment.”
2. Use Plain Language Without Dumbing Down Your Message
Clarity should never be confused with oversimplification. While jargon has its place in communication between specialists, it creates barriers for those less well versed in the field. If you want to engage the public, you need to speak their language—not expect them to speak yours. Avoid acronyms and overly academic phrasing, and use plain English that conveys your message clearly and accurately. Define necessary technical terms in a way that’s easy to understand without watering down your content.
Tip: Run your text through readability tools like Hemingway or Grammarly to ensure it aligns with a general audience’s reading level.
3. Visualize the Data
Infographics, charts, and interactive maps can help bring research findings to life. Data visualization helps audiences quickly grasp key points and provides a visual entry point for more in-depth engagement. It’s also an essential tool in policy communication, as highlighted in resources like Cambridge University Press’s guide to data visualization. Compelling and clear graphics create visual variety in a text-heavy report and offer an opportunity for creative design that will attract more readers.
Best Practice: Pair visuals with succinct takeaways. For instance, a chart on housing affordability trends should be accompanied by a brief summary: “In the last decade, rent has increased by 30% while wages have only grown by 10%.”
4. Repurpose Your Research in Multiple Formats
Not everyone consumes content the same way. A single research report can yield a blog post, a Twitter thread, a LinkedIn article, an infographic, and even a short video. This multi-channel approach increases your organization’s reach and accessibility. You don’t have to reinvent the wheel each time—repurposing allows you to maximize your content’s value and engage different constituents through their preferred channels, keeping more people involved in your research and messaging.
Strategy: Create a content calendar for each major research release. Plan staggered publication dates for various formats to keep the conversation alive over time.
5. Tell a Story
Narratives stick. Instead of just presenting data and conclusions, embed them within a compelling real-world story. This might be a case study, a profile of someone affected by the issue, or a journey through the research process itself. Storytelling allows readers to connect their own lived experience with the research in ways that data alone often can’t—while data is essential, it can be dry and relies on active storytelling to truly come to life.
Story Angle: Frame research outcomes through the lens of human experience. “Meet Maria, a single mother navigating housing insecurity. Our latest study shows that she’s not alone—and why policy must adapt.”
6. Collaborate with Communicators
Researchers are experts in their domains, but they don’t have to go it alone when it comes to messaging. Partner with writers, editors, and designers who specialize in translating technical material into accessible narratives. An expert line editor, for example, can help transform a jargon-heavy report into a well-crafted story with an engaging voice, making your content both compelling and credible to a broader audience.
Flatpage Insight: We work hand-in-hand with research teams to maintain accuracy while enhancing clarity. Our editorial process includes iterative feedback and review to ensure the final product aligns with both research intent and the needs of your audience.
7. Prioritize SEO and Discoverability
Even the most compelling content won’t have an impact if no one sees it. Use search engine optimization (SEO) strategies not only to ensure that your content ranks well, but also to get the eyes on it that you want: those who can act on or benefit from your insights. For a deeper dive, check out our blog post on SEO for research communications. SEO applies to all types of web and digital content, so be sure to include relevant keywords, meta descriptions, and alt text for images to boost discoverability where it matters most.
Quick Win: Use tools like Google Keyword Planner or SEMrush to identify terms your audience is already searching for so you can naturally integrate them into your content.
8. Highlight Key Takeaways
Most readers skim. Use callout boxes, bullet points, and summaries to highlight essential insights and break up long blocks of text. This makes your content scannable and increases the chance that key messages are communicated and retained.
Design Tip: Consider using pull quotes and colored sidebars to emphasize impactful statistics or quotes.
Final Thoughts
Making complex policy research accessible is both an art and a science. It requires clarity, empathy, and strategic communication. NGOs and think tanks have vital stories to tell—our role at Flatpage is to ensure those stories are heard, understood, and acted upon.
Ready to translate your next research project into public impact? Let’s talk.
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