Bite Size Comms

When the former prime minister Boris Johnson gave evidence to the Covid inquiry this week, four people in the public gallery held up a banner. It read, “The dead can’t hear your apologies”. They were removed but every media outlet captured the words.

Twenty years ago, gosh so long, I used to train NGO activists in Eastern Europe in campaigning. A fun part of the training was to design a placard that, in the space of about half a metre by half a metre, captured the essence of what those activists wanted to say. Why is this important for activists? Media reporting of a protest, especially images, often highlight and show the best placards. These are effective when original and authentic. Sometimes funny. Not the pre-produced mass of banners with some organisation’s logo and strap line on. No, heart-felt words captured on a simple placard work best. Why is this important to PR practitioners in all sectors? In an age of video, gifs and animation, messaging is still important. A proposition, as marketers call it. It can achieve cut through, get attention and influence opinions, attitudes and ultimately, behaviour. A few words can make a massive difference.

Next time you look at media reporting of a protest, look for the best placards. It really is a heart-warming endeavour!

[Image: Unsplash]