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Gareth Harding
Gareth Harding
November 28, 2017

November Newsletter 2017

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MAKE YOUR QUOTES QUOTABLE 

There are two quotes in the tweets above and both are terrible. Why? Because they are crammed with jargon (#EuropeanSemester, #PillarOfSocialRights), obsessed with process (#EURoad2Sibiu) and full of stuffy technocratic language like ‘social dimension’ and ‘country specific recommendations’.
So how do you craft a cracking quote?
  • Use colourful, vivid language that paints a picture.
  • Voice strong opinions rather than bore people with facts, context and process.
  • Make use of rhetorical devices like contrast and repetition.
  • Cut all jargon, process and acronyms. Use clear, simple language.
You can find more tips on how to write sticky soundbites in Gareth Harding’s article here. Or sign up for his masterclass on Working with Journalists on December 12.

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Steffen Thejll-Moller
Steffen Thejll-Moller
November 23, 2017

The myth of influencer marketing in Brussels

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The notion of ‘influencers’ has been all the rage in Brussels recently. Understandably. In the real world, influencer marketing – the practice of teaming up with influential people to help promote an organisation or product – can be highly effective.

The principle of influencer marketing is not new. We’ve all sniggered at grainy ads from the 50s featuring doctors flogging cigarettes that do wonders for a niggly sore throat. And in public affairs, we’ve also been at it for years – think pharma and patient groups, or agrochemicals companies and farmers – but calling it stuff like key opinion leader mobilisation (or whatever).

But in the social media age, the concept of influencer marketing has moved on a notch:

· It is far easier to build a public platform, so there are simply more people who are       influential (as well as plenty more who think they may be, but patently are not)

· Similarly, it is easier to get an influencer in front of those one is seeking to influence online than it is offline

· Higher levels of mistrust in entities like industry and media makes credibility harder to attain, and influencers can help

Cue: lots of people, including public affairs practitioners, with high hopes for online influencer marketing.

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