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.
HOW JOURNALISTS HAVE BECOME HOOKED ON SOCIAL MEDIA
Almost half of journalists and media professionals say they couldn’t work without social media, yet many believe it has affected their productivity and is undermining traditional journalistic values, a new Cision report finds. The study also finds that the overwhelming majority of reporters prefer to be pitched by email, not phone. No time to read the report? We’ve condensed its main findings for you.