Trade Associations have a structural problem when it comes to PR. Getting timely agreement to say anything that is not just bland.
I once e-mailed a Brussels journalist friend to compliment his choice of quote from a trade association in an article he had written about a controversial European Commission ruling.
In response he wrote:
‘Their press stuff is rubbish. I harvested it from their submission to the Commission consultation, which no one expects a journalist to read. I was just fed up by the bland stuff all these groups spoon feed us’.
Trade Associations: hampered by structural challenges
And herein lies the problem particularly here in Brussels. Hampered by structural challenges including speed and disagreement among members, most Trade Associations struggle to deliver something clear, credible and concrete in a timely fashion. However, the final diluted version is often unusable for journalists, meaning they either ignore it or, as in the case above, go digging around for something juicier elsewhere.
Below are some tips from my own workshops and clients on how trade associations (both at a national and EU level) can get agreement on ‘sticky’ media messages.
Trade Associations: insider tips from Media Coach workshops
Sounds like a no-brainer. It’s not. If you want to make an impact with your message then the person doing communication at the trade association needs to be empowered by the Secretary General to act strategically, and not just be a service provider for colleagues who want a fact sheet printed.
Get the board involved early
Work with visionary board members to identify broad socio-economic issues that go beyond narrow sectoral interests and disagreements over positions. Invite them to take part in dedicated messaging sessions and get them to own and sell the outcome to their peers.
This may be controversial but I would try to avoid messaging positions/narrow reactions to legislative changes. It’s boring, technical and usually ends up having to be watered down to mask internal divisions. You may be the two people Euro Widget Association but you should still try to aim big, inclusive and visionary and to link the messages to bigger issues that have a societal dimension. As Simon Sinek argues in his Golden Circles talk, the most successful communicators are those who can explain at a very fundamental level of ‘why’ they do what they do and why it matters.
Don’t confuse being interesting with being provocative.
A good message is clear, succinct and uses language, numbers and examples in interesting ways. This does not mean resorting to hyperbole. As EurActiv journalist James Crisp noted in a recent blog: if a piece of legislation is likely to be damaging, then use the word damaging. But if it’s not going to destroy the sector, then don’t say that it will. No one will believe you and you’ll look silly.
These are just some thoughts.
What’s worked for you?
- 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