The art of the quote and the power of a good one is something we at the Media Coach think about every day. But last week in Europe we had another example of someone being a bit more quotable than perhaps the man himself had predicted. Many people outside Brussels or Holland haven’t heard of Jeroen Dijsselbloem, the Dutch Finance Minister who is currently President of the Eurogroup of Eurozone countries. But he got himself into hot water this week after comments he made in an interview with the Frankfurter Allgemeine Zeitung newspaper offended politicians from Italy, Spain, Portugal and Greece.
The Art of the Quote: Dutch Finance Minister in hot water
The offending quotes relate to this particular passage of the interview:
In an attempt to emphasise that being in a currency union carries responsibilities, Mr Dijsselbloem said that northern Europe had shown “solidarity” with the south during the crisis, but that solidarity comes with “duties”. “I cannot spend all my money on liqueur and women and beg for help afterwards.”
He then qualified his remarks by adding that this applies equally at a personal, national and European level.
Despite this, the response from politicians from southern European countries was swift and predictable with accusations of stereotyping, calls for Dijsselbloem’s resignation as head of the Eurogroup and the Portuguese Prime Minister Antonio Costa going so far as to call the remarks ‘racist, xenophobic and sexist’.
The Art of the Quote: Best to avoid cultural stereotypes
If we’re dealing in cultural stereotypes then Dijsselbloem’s quote is an absolute belter, folding characteristic Dutch bluntness into a purse-lipped, highly quotable metaphor loaded with puritanical disapproval of feckless behaviour.
But it was actually out of character. Mr Dijsselbloem has built a reputation as a calm and authoritative euro-dealmaker, who has been instrumental in the Greek debt talks and is seen as a reassuring media spokesperson who doesn’t resort to flashy imagery. He’s due to lose his position as Dutch Finance Minister anyway (his Socialist Party recently got thumped into fifth place in the Dutch elections) but, it would be a shame to see his term as Eurogroup President (which is due to end in 2018) prematurely cut short because of one misguided quote.
The Art of the Quote: qualifying your words after the event rarely helps
If there are any media training lessons to be drawn from this it’s that spokespeople not only need to plan and test their sizzle (deliberate quotes) in advance but also be judicious in their choice of words. Qualifying provocative comments afterwards won’t help either. It doesn’t matter that Mr Dijsselbloem’s defence was that his remarks were equally directed at himself, the point still stands that sensitive people will always react badly to comments that they perceive as primarily directed at them and this will be more likely to happen if the words play to cultural stereotypes.
Of course we would also say that being dull and overly cautious also has its drawbacks. Namely, nobody notices what you are saying. So sizzle but sizzle with care, forethought and judgement. If you or your organisation need help crafting quotes as part of prepared messages, we at the Media Coach would be delighted to help.
Photograph of Jeroen Dijsselbloem used under Creative Comms licence.