Some great front pages today…

Great to have, but there is a danger lofty thoughts simply float off through the ether and aren’t in any way absorbed by our audiences. Two aspects of what can be called mission statements are entirely unhelpful; by their very nature they tend to be generalised and they are aspirational. From my point of view, then, a spokesperson I’m interviewing who talks in these terms can appear as if they’re not doing much. 

Take COVID:

“We’re working to ensure our staff remain safe and so infection rates should remain low at our centres ” 

It’s stating the obvious – well, of course you’re looking out for your staff but HOW? and WHY then will this be effective in securing their health? Alway think of deliverables. 

“Here’s how we’re protecting staff/students/the public”. 

That’s when you become convincing.

How’s this for an Election Day media schedule for Democrat and former Presidential candidate Pete Buttigieg…

“Be assertive and specific as to how you want to be introduced. A job title and organisation credit should be fine. It means you don’t have to shoehorn in too many clumsy references during the interview itself.”
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