I was in good company this week when I was asked to comment by PR Moment on “PR Stunts that work:” I didn’t have much to say about stunts, but I comment on how to make statements that get noticed:

Jennifer Reid, director at agency TheCommsCo says: “Nobody needs to shout. Concise, compelling statements made by confident spokespeople are key. It’s about letting the content, the brand and a strong representative all live in that same first sentence. It’s also key to differentiate, as the message will get lost if it’s the same one that people have heard time and time again. Representing the brand with new, unique or even controversial statements can be very effective as long as everything is backed up by good research.