In PR, one of the first things you will hear is how we are storytellers. I think some people seem to forget this when they send out messages from their companies. Stories, personal conversations and genuine messaging are what sticks with people. I recently found this infographic that I think helps with this explanation process. Don't be boring, don't use company jargon, etc. Make your messages easy to relate to and conversational.
People don’t want to hear corporate-speak about your company, product or service, they want to hear actual stories about how your customers are doing better by doing business with you! [quote via Marketing Tech Blog]