Mike in California sent me a promising brochure last week published by the California Department of Water Resources. It has a simple straightforward title: “Write about watersheds with courtesy and clarity.”

It’s a strong piece. It has the same basic objective at Water Words That Work: helping experts get more appreciation, respect, and cooperation from the public though the power of clear communications. However, it approaches the goal from a different perspective — focusing on public officials’ habit of using a lot words when only a few will do.

Far and away the best thing about this piece is the “before and after” section, where you can compare some painful bureaucratic gobbeldygook with a plain English alternative. Check it out — it’s very instructive reading.

The only shortcoming is, of course, the title. “Watershed” is simply not a word that works. Sad but true, only about half of Ameircan adults can guess the correct definition on a multiple choice quiz, and only a very few have a deeper appreciation of what the term means.

It’s a common mistake in our circles to try to get people excited about watersheds — something they know nothing about — instead of opening our approach with things they already care about, like clean and healthy water in their faucets and in their local creeks. Or protected natural areas that provide a home for wildlife and help keep their family safe from floods.

Everytime we invoke the word “watershed,” we hide these popular concepts behind a word that most people don’t understand.

Download Write about watersheds with courtesy and clarity. It’s an official recommended resource!

And after you read it, click the comments link below to share your thoughts.