Views

Have you heard this one? Writing for the ears requires a completely different approach than writing for the eyes. Here are a few tricks.

«Negative yield», «room attendant» or «precariat»: hardly a day goes by without us encountering a euphemism for a supposedly unpleasant word.

It’s often thought that public relations and legal departments are always at odds. The classic cliché is of a PR person suggesting an idea only to be rebuffed by the lawyer in the room because it could, from his or her point of view, expose the organisation to enormous liability.

What first comes to your mind when you see a giraffe? Probably not “nonviolent communication”. What giraffes have to do with communication and what we can learn from them.

Many conceptual ideas start with psychological personas. They’re a good way of simplifying things and firming up the audiences you’re targeting. This is why it’s worth questioning personas and giving them greater depth.

We humans are curious and interested in our fellow humans. Sometimes we like to put ourselves in other people’s shoes, understand them and learn something from them. Journalistic portraits cater to this need. They also have a firm place in corporate commu-nications.

Whether they’re spectacular wildlife shots on Instagram or creative portraits on a business website, images exercise a fascination. It’s hard to imagine life without them, either on social media or in corporate communications. Even so, people still underestimate their power.

Does humour lack gravity? Not in the slightest. A well-placed witty comment makes you look super competent as well as super likeable.

When my daughter pushes someone I feel it’s wrong. But there is a behavioural theory that recommends a form of pushing as a means to an end. So is it okay for her to do so?

The traditional media landscape is under serious threat. Public service media in particular are under pressure from all sides, from authoritarian and populist governments, purely profit-driven media companies, and internet and social media giants. High time, then, to take up the cudgels for media diversity.