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Election and other bits and bobs

Election and other bits and bobs

It’s election time –  unexpectedly – in the UK. This gives those of us that follow public communications lots to think about and discuss. Instead of our usual article I decided to just share a few things I have been thinking about:

Just to restate a basic – this blog is apolitical. I comment on communication style, skills and lessons. Not on who people should vote for.

Watching Corbyn’s election communication style

Having become something of a lame duck leader Jeremy Corbyn gave a rather good first speech of the campaign last week. You can both watch and read it here. He has since spoken in Scotland and been interviewed on Andrew Marr and he looked relaxed and reasonably happy. Somewhat more in control than he was at the start of his leadership. He could still learn a thing or to from us about controlling interviews. 

Election and other bits and bobs

Someone pointed out to me that Corbyn is looking as if he is going to follow Trump and the Brexit referendum Leave campaign and concentrate on big picture assertions and ignore the detail: Shout loudly about ‘enemies of the people’, threaten big business, Philip Green etc. and avoid the complexities of reality. It has worked for others.

Blair steps into the fray with a confused message

Former Prime Minister Tony Blair – in my view normally a brilliant communicator– stepped into the campaign with a very confused message in an interview on BBC Radio 4. What he was probably saying was vote liberal or vote tactically but it was not clear. I know he was trying to avoid the wrong headlines but he needs to rehire Alistair Campbell.

Theresa May loses key comms personnel

And a final observation about the UK election this week: we note the departure of two key people from Theresa May’s PR team as explained here in the FT. Katie Perrior Downing Street Director of Communications resigned immediately after the election was called, while Lizzie Loudon, the Prime Ministers personal press secretary announced her resignation last Friday. This is a significant change and it will be interesting to see if May’s buttoned-up ice-maiden style changes.

French elections fascinate

We are also watching with fascination the French Presidential election. Not much to say about this today yet but more (from Laura in Brussels) in the near future. But we did notice this article in the FT which suggests politics is all about style over substance.

Election and other bits and bobs

Airline apology: how it should be done

In other news, there was this snippet you may have missed about an unfortunate incident on an American Airlines flight. Clearly, there were echoes of the United Airlines story of earlier in the month but this time the apology was swift and apparently unmuddied by ambiguity.

Lucy Kellaway shares her embarrassing public speaking experience

I am a dyed in the wool Lucy Kellaway fan, she is always an entertaining read. Assuming you have a subscription to the FT, this column from her is about how she got over confident and did a bad speech. It is worth a couple of minutes if only to remind ourselves it can happen to any of us. I did something very similar many years ago. Pride comes before a fall!

And finally…we make the news (in Estonia)

And finally, Laura Shields the Brussels Director of Media Coach International Ltd made the media herself in Estonia. The Environment minister there blogged about his training with her – including posting pictures –  and it was picked up by a prominent online news site. If you can read Estonian you will find it here. We suspect google translate doesn’t do it justice.

Laura-Estonia-Environment-Minister

 

Photos used under creative commons licence, Wikimedia etc. 

PR Basics

PR Basics: Don’t overpromise  

PR basics include a rule that you don’t promise something you may not be able to deliver. If there was one outstanding headline from last week’s UK budget it was that the Tories had broken a promise not to raise National Insurance. Chancellor, Philip Hammond announced in the budget on Wednesday measures that included a tax rise for the self-employed despite the previous manifesto promise not to do so.

PR Basics, Philip Hammond

UK Chancellor Philip Hammond is said to have broken a manifesto promise not to increase National Insurance

According to the Guardian newspaper: ‘The Conservative party’s 2015 manifesto was unequivocal, promising four times that a Tory government would not increase National Insurance. It did not mention the self-employed and offered future chancellors no wriggle room.’

PR Basics: Avoid public U-turns if possible

For us, the PR Rule broken here is don’t say something that you might later have to backtrack on.

If we want another hugely damaging example from politics we have only to remember the Liberal Democrats 2010 manifesto promise to scrap tuition fees. This was an election promise made before they found themselves in a coalition with a Tory party.  Personally, I feel that makes a material difference but the electorate is much less forgiving and the tuition fees broken promise seems to have ruined the career of Nick Clegg, one of the most able politicians of his generation. Not to mention wiping out the LibDem presence in the House of Commons. 

PR Basics

Even incorrect forecasting can be damaging. During the Brexit debate in the UK, those who argued the markets would ‘punish’ the UK if Vote Leave were to win, have since been publically lambasted because their predictions did not (fully) materialise. The public often does not make the distinction between a forecast – a best guess about the future – and a firm warning of what might happen. (My mother constantly rails against the weather forecast, which she says is ‘always wrong’. No amount of me pointing out it is a ‘forecast’ and not a promise makes any difference. These people are ‘misleading’ her.)

PR Basics: Avoid any ‘hostage to fortune’ 

Businesses too can fall foul of overpromising. Way back when, I clearly remember the, to me, avoidable pressure on the Chief Executive (later Chairman) of Rentokil who had overpromised. Sir Clive Thompson was always described as the ‘self-styled Mr. 20%’. I am not sure who used the phrase first but Sir Clive was certainly not unhappy with it. He delivered something like 20% growth in Rentokil profits every year for 13 years! But when in 1999 he moved to lower the target investors took their revenge. Even as a journalist I thought Sir Clive crazy to set this near impossible target for himself. He was ‘kicked upstairs’ to Chairman and finally ousted in 2004, apparently for ‘being too obsessed with meeting short-term targets’.  It seemed he could not detach himself from the Mr. 20% label.

It is something we come across often in training. Enthusiastic executives of course have a vision they are working toward. But while talking in broad brush strokes is fine, often it does not do to share the detail of that vision with journalists. The media just love to write that people or companies have ‘missed’ their target, done a U-turn or a flip-flop.

PR Basics

Executives are often tempted to overpromise in an interview

 PR Basics: Highfalutin promises can cause negative headlines 

Good PR people always caution against this. They know that being too clear about targets or making highfalutin promises can often cause negative headlines further down the line. Here is an incomplete list of mundane things we would advise against being too definite about.

  • There will be no further job losses. Who knows there might have to be?
  • We are expecting 20% growth in sales/profits etc. You might be confident but such a public prediction turns a 10% increase into a failure.
  • We want to be number one in the market within two years. Better to say one of the leading players in the market.
  • We expect to be profitable by Q4 2018. This is a difficult one because it is the sort of information you have to share with investors and therefore it may already be in the public domain. My advice would be not to lie if asked outright – stupid if it’s already published – but if possible not draw attention to it in media interviews, and if asked be cautious about it rather than bullish. If it is a major important element of a story that won’t help but hubris is easy to spot and may lead to mischief from the journalist. All in all, this would be more of a judgment call and our advice would depend on what else you have to say.
  • Margins are set to rise to 25%. Here again being vague is the standard. Unless they are published in your annual accounts you may be best to avoid talk of margins. Again you may have an internal forecast but is there really any benefit to being specific?

PR Basics: There are always exceptions

As with all rules, there are exceptions. I have taken part in discussions where CEO’s or other senior bods have weighed up the pros and cons of a ‘hostage to fortune’ pledge and decided to take the risk  – because the benefits outweighed the possible costs.  That is sensible and their prerogative.

Often our role is to bolster the PR advice and ensure ‘enthusiastic’ interviewees don’t make casual public promises or forecasts without understanding this basic rule of PR: avoid a hostage to fortune comment unless there is a very good reason not to.

Don’t forget, if we can help you prepare your spokespeople for a public announcement – results, product launch or a new direction – give us a call 020 7099 2212 to discuss the options.

Photo used under Creative Commons Licence

Clinton Trump Debate: public speaking lessons

Clinton Trump Debate: public speaking lessons

The Clinton Trump Debate this week was a brilliant lesson for the rest of us on how to deal with unreasonable questioning or sledging whilst speaking in public.

I find Trump a frightening and seriously unpleasant option for president. If I was an American I would be a Democrat but many others are better qualified to write about the politics than I am.

But this is my attempt to drag the lessons from the debate for clients who do speak in public.

Clinton Trump Debate: Hillary’s problem

Clinton’s problem throughout was how to respond to Trump’s accusations and sledging but also finding the time to land her substantive points.

And she did a brilliant job. She gave enough of an answer to each of her ‘difficult’ areas. And she also explained that she was not going to get overly distracted by all the factual errors that were coming from Trump instead pointing out that all that information was available on a special fact checker page on her campaign website.

She kept calm. She took her opportunities when they came. She criticised Trump forcefully and directly without being overly aggressive to him, or labouring the point. My favourite was ‘he lives in an alternative universe’.  She did not respond when he said she should be in prison.

Clinton Trump Debate: Town hall style

This was a town hall style debate and while Clinton stepped back and sat down when she wasn’t speaking. Trump did not – he lurked behind Clinton trying to keep a poker-face and not succeeding. He was rarely out of the shot. Some people will think that looked ‘presidential’, others will be offended that he was trying to intimidate or distract from her. I think she did well to always step forward so that he was out of her eye-line, making it easier to ignore him.

Clinton Trump Debate: Trump lands punches

To the chattering classes, Trump is not credible. However, in this debate, he did land some damaging punches that will chime with people who are angry and looking for establishment figures to blame for injustices and unhappy lives. He repeatedly called Clinton a liar, he repeatedly reminded people that Bernie Sanders has said Clinton had ‘bad judgement’, he repeatedly said ‘it is all talk’, and he repeatedly said he was for cutting taxes and Clinton was for raising taxes.

However, to normal thinking people Clinton won this debate hands down.

Clinton Trump Debate: some other coverage

Huffington Post on Trumps ‘lurking’ during the debate

Forbes pulls out some of the key quotes

The Daily Mail thinks that Trump came off best

The Washington Post did its own ‘fact check’ on the second debate

Images from YouTube

 

trump Mike Licht CC by 2.0

Shock horror: simple language reaches people

trump-Mike-Licht-CC-by-2.0

Academic research shows Donald Trump uses grammar of 11 year olds

The news that a bunch of academics, have shown that Donald Trump, Republican front runner for the nomination as US President, uses the simplest language of all the presidential hopefuls is a gift for mocking headline writers. But it is no surprise to me.

I love the company of intelligent people. I enjoy interesting and diverse conversation. But honestly; do I like it if I feel people are using long words or long sentences that I’m not sure I understand? [My son is very good at this!] I am sure a psychologist would have a fancy term for it, but it makes me feel small. It also makes me feel that the clever person is ‘not one of us’.  In fact, it is clear that sometimes the clever person is deliberately using language to make the point that he or she is not one of us but in fact much cleverer!

Why do I draw attention to this? Because the 101 of media and presentation training is to speak in layman’s language as much as possible (I often say colloquial language but don’t want to fall foul of my own rules).

[In crisis media communications, we teach that being colloquial, not sounding like you have just swallowed some procedural handbook, is pretty essential to winning the sympathy of your audience.]

Usually, when we point out that jargon, acronyms and conceptual language (think access, product, solution) should be replaced by more down-to-earth phrases, people get the point quite quickly. But one in ten, on my reckoning, will push back with one of three resistance lines:  perhaps ‘ I want to speak to the FT not the Sun’, or ‘What will my colleagues think’ or ‘Isn’t this just dumbing down?’

The reality is that if you want to speak to a non-specialist audience, and I would include here most external stakeholders, they will hear you, understand you, and feel more sympathetic towards your argument, if you make the message simple. It needs to be instantly understandable. You do not need to add arrogance, aggression or rudeness (à la Trump).  You just need to talk the way you would talk to your Mum or an intelligent 14-year-old. It is fine to introduce some technical terms in, say, a business presentation or interview, but just make sure you explain them.

Being able to tell a story simply is an amazing gift. The world would be a better place if more people could do it.

Simple language is far from the whole story. Donald Trump is not a good guy, or fit for President, because he uses simple language. But those of us scratching our heads and asking why he is still in the race, should try and learn what we can from his extraordinary and rather frightening success.

Photo credit: Mike Licht CC by 2.0

Don’t let a name check make you sound like a robot

Don’t let a name check make you sound like a robot

Is it ever ok for organisations to talk about themselves in the third person?

Any media trainer will almost certainly say no, adding that nothing de-humanises a spokesperson faster than those who say ‘Organisation X’ rather than ‘we’ when speaking on behalf of their company, institution or NGO.

From Churchill to Martin Luther King to Boris Johnson, effective public speakers have always known and understood the importance of ‘we’ for building empathy.  And, more recently, as Lindsay blogged in December, part of the spine-tingling power of UK Shadow Foreign Secretary Hillary Benn’s ‘Syria’ speech was in its appeal to ‘our children’ and ‘our values’.

iStock_000047293730_Medium

Don’t let brand placement make you sound like a robot

Clearly, these are examples of rhetoric designed to quickly persuade and carry an audience with the speaker.  But if you need convincing at a more mundane level, consider these two statements. Which one builds trust and makes you think the spokesperson is comfortable and open in the way they represent their organisation at a day to day level?

‘Company X does not believe the Warsaw Agreement reflects a true evaluation of the available data on alternatives to Substance B. Company X worked for more than 20 years, with input from regulators, to introduce alternatives.‘

OR

‘We do not believe that the Warsaw Agreement reflects a true evaluation of the available data on alternatives to Substance B.  We have been working for more than 20 years, with input from regulators, to introduce alternatives’.

Clearly, (unless you are a robot), you are going to pick answer B.  It seems an incredibly basic thing for companies and public institutions to get right.  And yet, many do still overlook the all-important ‘we’, with its overtones of collective responsibility and inclusiveness.

Why? How could they?

Part of this is almost certainly down to branding. In our sardine-tin of a digital landscape, many organisations probably believe the best way to stand out is to name-check themselves as often and as loudly as possible.  There are also those who think using the third person adds gravitas, objectivity and even distance to sensitive or weighty issues.  And while all of these arguments are understandable, they shouldn’t automatically be favoured over ‘we’ or ‘us’.

And finally, in certain (ahem) policy towns, the persistent over-use of the third rather than the first person may well be a hangover from the adaptation of written materials to oral ones i.e. where lines/messages are prepared on paper by subject matter experts working in their second or third language and without forethought about how the words will sound coming out of an actual human being’s mouth.

Which is why it’s even more essential for spokespeople to rehearse (or, at the very least, read) their work aloud before doing a press conference or green-lighting a press release.  Otherwise, they run the risk of sounding like automatons who aren’t actually connected to the organisation they represent. And if they don’t sound like they care about their organisation, then how can the rest of us be expected to?

 
public-speaking

How to banish nerves from public speaking

At the start of my career I worked with a well-known and popular broadcast journalist with a ton of experience in presenting live TV.  He was confident, energetic and highly skilled at building empathetic connections with interviewees in a short space of time.

He was also crippled by nerves and once told me how he used to experience acute attacks of butterflies and adrenaline surges just before the lights went down and the cameras came on at the start of 3 hours of live TV. His description was so intense that it amazed me that people watching from home weren’t able to see what he was going through. It also made me think he was a fool for working in live TV if he still couldn’t handle his physical responses and stress after 15 years in the business.

Of course, what I later learned was that riding the adrenaline was his ‘thing’. But the broader point here is that people who get nervous about public speaking or media interviews often assume that those they consider to be good don’t suffer at all.  But that often isn’t true. Many good speakers get nervous – they just have strategies for helping them cope with stage fright.

Here are a few tips that our clients have often told us they find helpful for managing public speaking or media interview nerves.

1. Manage your expectations of yourself

Accept that that your personal experience of discomfort is not the same as the audience’s view of your performance. You might be dying inside but there is often no correlation between how you feel and what an audience (live or TV) sees.  And don’t forget that a bit of nervousness can sometimes endear the speaker to the audience, provided it doesn’t get in the way of what they are saying.

public speaking

Nerves are one of the most common issues people have with public speaking

Not comfortable with speaking into microphones or to cameras? You aren’t alone. Many seasoned speakers don’t like the podium, or staring down the barrel of a massive broadcast camera. However, they are good at accepting the artifice and managing their response to it.  Practising regularly on camera can also help, partly because it gets people into the habit of treating speaking as a workable skill, while reassuring many that they aren’t as bad as feared.

2. Preparation includes practice

Preparation of message houses, PowerPoints or speaking notes is not complete unless you have rehearsed your prepared material aloud several times and got your tongue familiar with what you want to say. Trust me, it will help the nerves enormously. Particularly if you are not going to be speaking in your mother tongue.

3. Get familiar with your environment

Clearly, you aren’t going to be able to walk into a live broadcast studio and conduct your own pre-interview audit but you and your PR team can do as much due diligence as possible on what to expect in terms of technology and interview flow.  Likewise, if you are speaking at a conference or an event, it’s worth getting into the room early to see what the room layout will be like and where the podium or desk is. If you can rehearse your opening points even better.

4. Centre yourself

Everyone is jumping on the mindfulness band wagon these days but many people do find it enormously helpful for centering themselves, putting things into perspective and remaining calm. As a keen but poor runner I can also add that doing several mental run-throughs of the Brussels 20km route ahead of last year’s race helped me enormously when it came to not giving up on the final nasty uphill stretch. This may sound touchy-feely but anyone who has seen me run and done the 20km will know what I am talking about.

5. Fake it

Seriously. Lots of people worry about being in the ‘zone’ when it comes to public speaking or an interview. And while I do agree that taking a few minutes ahead of time to get into ‘performance mode’ can be helpful, I also think that a good way to create confidence is to fake it.

And who knows, you might even get so caught up in your performance that you find yourself enjoying it…

What tips work for you?

juncker1

Juncker disappoints: We want more from EU speakers

This article first appeared on Hearings.Digital-Diplomacy.EU

What is the purpose of a speech?

Judging from some of the conversations I’ve been having with people on Twitter, I have been unfair to the President of the European Commission, Jean-Claude Juncker, because I wanted him to deliver his State of the Union speech in an engaging and convincing manner.

When I make comments like this, people in Brussels often assume that this is somehow a dig at the speaker’s English (which is usually perfect) and that I should cut them some slack because they are often talking in their third or fourth language.

So before I start this blog in full I want to make a number of things clear.

I am in awe of people who work in several languages

As a Brit who works almost exclusively in her mother tongue and speaks passable (but not professional) French and Spanish, I know how hard it is to work at an effective and nuanced level in other languages.

Doing speeches in multi-lingual environments is tough

This is partly because of language but also genuine cultural differences which exist over what makes an authoritative public speaker. Personally I think speeches should be banned from EU policy environments because they don’t add anything and almost all policymakers do better when taking questions rather than delivering set piece speeches which they aren’t good at.

I don’t want everyone to sound like Tony Blair

 

Or Angelina Jolie.

Far from it. I want them to be the best possible version of themselves if they are going to convince an audience to listen to their message. This does not make me superficial and unduly fixated on metaphors.  Nor does it mean I overlook substance in favour of rhetorical flourish (whatever that is). Rather, it means I accept that all public speaking is an exercise in creating and sustaining a convincing connection with an audience over a set period of time.  The Greeks knew this thousands of years ago when they were using speechmaking to cement ‘democracy’ in Athens. And not being boring matters more than ever in the increasingly impressionistic digital age we now live in.

So, caveats aside, the speech was a game of two halves. It was beautifully crafted, with lovely soundbites, great numbers and sticky stories but delivered in such a flat and listless way that it made me want to put a biro through my eyeball.

Quite simply, you wouldn’t have known this was the make or break speech it had been trailed as.

juncker

Juncker’s well written State of the Union was undermined by his flat delivery

The Good

Beautifully written: lots of sizzling soundbites such as  ‘There is a lack of Europe in Europe and a lack of union in the European Union’ and ‘Europe cannot house all the world’s misery’. Chapeau to Juncker’s speechwriters, who have done a very good job in focusing the content on the audience.
Great numbers – such as 20mn Poles live outside Poland – helped create a strong narrative arc and context for discussing the refugee crisis.
Strong storytelling and examples to help make the speech visual and real. There was also very little jargon. Good, good, good.

The Bad

Just one major point: the delivery was flat with terrible energy  and no light or shade (in all three languages, not just English). This is not a language issue. It’s a performance issue. No speaker will be convincing if they do not seem interested in and engaged by their own subject. Most of us have to fake energy and enthusiasm when it comes to public speaking. It does not mean you have to be a fake to do it.
I am a broken record on the energetic delivery point. I cannot emphasize this enough. You can have the best or worst content in the world but if you have no ooomph as a speaker  then you will always fail to ignite or even connect with your audience.
A strong speech certainly helps. But performance, passion and conviction are everything

 

Brussels-Speaking2

The Brussels challenge: how to deliver better speeches

On Wednesday 9th September, Jean-Claude Juncker, will deliver his first State of the Union (#SOTEU) speech as President of the European Commission.

Despite being a comparatively recent addition to the EU’s political calendar (the SOTEU was introduced less than a decade ago), in its short life the speech has nonetheless managed to attract the kind of political sniping and rhetorical mockery (gentle or otherwise) that is usually reserved for much higher profile events.

To tune in to this have a look at some of the fun Jon Worth (euro blogger and creator of JunckerBullsh*tBingo) and Craig Winneker (a journalist at Politico EU) have been having ahead of the speech.

In a way, these digital digs are a back handed acknowledgment that the SOTEU has ‘arrived’ as an event.  But behind the perennial moans about mutated metaphors, stiff delivery and awful Eurish phrases lies a broader point – doing public speaking well in multi-lingual environments is fiendishly hard.

More broadly, what continues to amaze me about Brussels is that despite the amount of money sloshing around in communications and public affairs, very little gets spent on improving the actual quality of public speaking. And much of it is really quite awful.

Unfortunately, it’s also prolific – a partial inversion of Woody Allen’s 1977 Annie Hall Joke in which his comedian Alvy Singer tells the following anecdote:

‘There’s an old joke – um… two elderly women are at a Catskill mountain resort, and one of ’em says, “Boy, the food at this place is really terrible.” The other one says, “Yeah, I know; and such small portions.”‘

Only in Brussels, the portions are big.

juncker

Doing public speaking well in multi-lingual environments is tough

I am not going to go into detail about the reason for the bad public speaking – although it does have to do with some non-natives speaking in their second or third language and a political culture that has long divorced policy expertise and substance from performance, as well as the fact that many policy experts are not natural orators.

However, whether it’s a roundtable, keynote speech, expert panel or Parliamentary hearing, there is no excuse for boring your audience to tears and leaving them hating you and your organisation.

So, here are a few tips specifically aimed at those who have to write or deliver speeches for EU policy audiences.

The speaker must put themselves in the audience’s shoes

Remind your speaker that a speech is a piece of theatre and that their job is to keep the audience’s attention throughout. No one can or should assume that an audience will be persuaded by or remember a piece of text that has been read in a dull and passionless way. This does not mean they have to turn into Laurence Olivier but it does mean getting your speaker to acknowledge that more is expected of them than simply turning up to read a speech that could otherwise have been e-mailed. If it means getting them into the ‘zone’ 10 minutes beforehand by taking them to a quiet room and going through the opening paragraphs, then do it. It can make all the difference for concentrating the mind on the task ahead.

Play to your speaker’s strengths

Not all cultures favour boldness in public speaking. Many take a more low-key approach and if your speaker is of the humble variety then work with it. If they are uncomfortable using imagery, tricolons or other kinds of rhetorical devices, don’t fight to include them while the text is being prepared. It will look much worse if they are clearly uncomfortable during the speech and it is your job to make them feel comfortable with the material, not to turn them into something they aren’t. But jargon should be removed and I think relevant anecdotes and examples work well for all personality types and should be included, provided they are authentic.

Help them improve eye-contact

Break the speech up into chunks and consider organising it onto numbered index cards rather than pages. Ideally each card should only have one or two paragraphs on it but I appreciate this may be too radical for some. Breaking up the text not only helps the speaker to make appropriate pauses and allow the audience to digest but also encourages them to look up because they have fewer words to read on the page.

Highlight key phrases

Embolden key words that you want the audience to take away from the speech. Add the verbal connectors such as ‘for example’ or ‘however’ to introduce new ideas. You could also write (PAUSE) and (BREATHE) at the points where you want your speaker to pause for effect or to allow the audience some space before introducing new ideas.

Rehearse, rehearse, rehearse

Get your speaker to rehearse several times, ideally on camera, then play back their performance and give honest but constructive feedback (if you can’t be that person then get someone who can be honest with the speaker). If they aren’t convinced that rehearsal is essential, getting them to look at the hard evidence of the video tape can make all the difference. It will also help to weed out fast or monotonous delivery, as well as words that are hard to pronounce or get lost if the speaker has a particularly strong accent.

Less is usually more

Brussels-Speaking

Mid career many of us are expected to speak in public

Not many speakers can hold an audience’s attention for as long as they think they can. Just because you know a lot about a subject does not mean that you have to say it all on every occasion. Persuade your speaker to make the point he or she wishes to make, with power and passion, and then sit down.

These are just a few tips. What others do you have?

 

eu commissioner hearings scorecard

EU Commissioner Hearings Scorecard

In Brussels over the coming week, the new EU Commissioners (technically Commissioner-designates) are presenting themselves to the European Parliament. I’m working with other communications consultants in Belgium to ‘live blog’ the hearings and assess how each of them does.

We decided to do this project partly because the EU’s standing is at an all time low and partly because President Juncker has promised to make his Commissioners more accessible to the media and ordinary Europeans. So this is our first chance to see just how much of the common touch they really have.

Of course, we will be looking at the usual stuff as well – i.e. knowledge of the brief, EU affairs, credibility etc. But this is the Brussels Bubble’s bread and butter (try saying that after a few drinks) and we want to measure the candidates’ impact (or potential impact) outside this sphere. So we will also be ranking them for energy, enthusiasm, vision and basic likeability.

If you would like to follow the assessments click here.