Greece has been getting our attention at The Media Coach this week, meaning that quotes about the impasse over the debt crisis are grabbing headlines and making an impact.
As our clients know, our word for quotable language is ‘Sizzle’ which comes from the old marketing phrase ‘Sell the sizzle not the sausages’, meaning you need to put a spin on the language of your key message if you want journalists to pick it up as their quote.
In Greek I believe the word is το τσιτσίρισμα (to tsitsírisma) although please do correct me if I am wrong.
Here’s a quick analysis of some of the main quotes we liked this week (unfortunately, the Juncker cow metaphor was last week’s fodder, so it doesn’t make the final edit). And for once, the Greek Finance Minister Yanis Varoufakis isn’t leading the charge (which just goes to show how serious the crisis must be if all the key players are out there being quotable).
1. Zoe Konstantopoulou
The Greek Speaker of the Parliament scooped headlines by describing the Greek debt as ‘illegal, illegitimate and odious’. This no-holds barred tricolon is classic Syriza – uncompromising, hyperbolic and immensely quotable (both in Greek and English). This kind of approach served the party’s leaders well when they were building their media profile in opposition. It’s not working so well now that the reality of being in power and the compromises they need to make with the Troika (European Commission, IMF and ECB) are kicking in. Beware excessive hyperbole – once you’ve used up all your red-hot phrases you’ve got nowhere to go and can look foolish. But in the meantime, it’s catnip for journalists.
2. Christine Lagarde
On Thursday the ever cool IMF boss opined that Greece can only arrive at a deal with its creditors through a proper dialogue ‘with adults in the room’. This put down is all the more withering because the colloquial language paints word pictures of squabbling children (no question who Lagarde is wagging the finger at) and goes against our idea of the stuffy bureaucratic language that is normally used to characterise these kinds of talks.
3. Angela Merkel
You can’t really do a piece about Greece without featuring the German Chancellor Angela Merkel somewhere. Not exactly known for her pithy soundbites (even German-speaking journalists find it tough to edit her) Merkel put her head above the parapet on Wednesday with an uncharacteristically sharp comment that Greece had received ‘unprecedented help’. This is quotable, clear but still measured. It’s not the most exciting but given Merkel’s position and the context it’s still arresting.
4. The Bank of Greece
On Wednesday the Bank warned for the first time of Greece’s ‘painful’ exit from the Eurozone and (probably) the EU if the talks failed. We all get what painful means…. so nothing too remarkable here but how much more striking because the message is not expressed as a ‘sharp fiscal and monetary re-adjustment’ or something generic and dull.
5. Peter Kazimir
Slovakian Finance Minister Peter Kazimir, who can always be relied on for a frank statement, injected a bit of tongue in cheek colour to the emergency eurogroup meeting yesterday by telling reporters: “I do believe in miracles. I am Catholic so I believe in miracles’. A bit of well-judged irony can do wonders for a quote, particularly in this context which has consistently been characterised by the media as Greek tragedy. Maybe Kazimir should have said ‘deus ex machina’ at this point…
These are just our top quotes of the week. Please do tweet me other suggestions (@mediawhizz) or favourites or comment on the blog.
Have a good weekend.
- The Art of the Quote: Sizzle with Care - March 24, 2017
- Power of the Personal: How a Great Story can shape a Political Campaign - March 6, 2017
- EU doorstep interviews: 4 expert tips - February 5, 2017
- Post-Truth era: weaponising numbers! - December 9, 2016
- Public narrative: case study from Tim Farron - November 28, 2016
- Trade Associations: Breaking Bland - September 30, 2016
- Post Truth era: the problem of trust - September 23, 2016
- Why Britain’s pro-EU campaign is unlikely to make Emma Thompson its new spokesperson - February 23, 2016
- Don’t let a name check make you sound like a robot - January 26, 2016
- Lessons from the Brussels lockdown: Belgium’s foreign minister reminds us that even the most experienced spokesperson can’t always manage the news - December 1, 2015