Monday, June 19, 2006
Thoughts on HE's communications
After reading through some pretty poor proposals from a well-known UK comms agency, there seem to me to be a number of characteristics that should shine through any communication to do with HE, her portfolio, Syria and its people. All of which the agency have missed:
- Honest. Syria’s challenges shouldn’t be glossed over, its past shouldn’t be ignored. The difficulties in reaching goals should be acknowledged.
- Upside. Equally, the great qualities of Syria’s people - resilience, tolerance, hospitality, cheerfulness – should come across.
- Human, involved. HE should come across as speaking from the heart, dealing personally with real people, not like a relief agency or a politician.
- Emotional. The sense should be of initiatives driven by care, not duty. This should not be “another First Lady takes up a project for children”.
- Distinctive. What makes all this different from a government initiative?
- Shared/ grown. This is about HE acting as catalyst, not about a project’s lifetime dependency on her. It’s about teams and partnerships. It’s about stuff for everyone, not just a few.
- Visionary. There should be a sense of where all this is taking us, that it’s not all about remedying problems but creating dreams and ambitions. It needs to be clear that much of what is happening wouldn’t be done at all if HE had not kick-started it.
Subscribe to Posts [Atom]