Getting people’s attention, holding it and turning it into an action. No walk in the park, right? Noisy and fractured channels are making it harder, with less than seconds to stop someone in their scroll or tracks if you’ve reached beyond the digital vacuum.
In the BBC’s classic political comedy, The Thick of It, that unenviable responsibility landed on the desk of one Malcolm Tucker, played by Peter Capaldi.
But, when the weight of a whole organisation is on your shoulders, and you have vital information to share and ideas to enact, do you get things done – and properly? Perhaps Tucker’s approach can help.
If you already know the feisty Scottish swearer, read on. If you need some more background, here’s a brief entry from his file…
An intro to the government’s sweariest spin doctor
Malcolm is the (fictional) communications director in the UK government. He’s dealing with policy, people, a PM and (probably) very high blood pressure. He’s affectionately known as the PM’s personal spin doctor, responsible for making policy palatable and p***ing out political PR bonfires.
He’s feared, admired, but most importantly, effective. If he has a message to share, you will absolutely hear it.
Loosely based on Alistair Campbell, he has been likened to many as a real-life political figure by other politicians themselves. Yikes.
Leaving all his famous swearing and visceral metaphors aside, here’s what we can learn from Malcolm Tucker Esquire in the art of creating communications that are understood, heard and remembered.
The four guiding principles
1. Speak loudly
You might not be enacting new policies that change the direction of a government, but whatever your message is, you want your voice to be heard.
Big moments and big messages need a loud voice. Whilst for Malcolm that might seem like something akin to shouting, for you it could mean communicating powerfully and with purpose.
Brand voices need to be strong, recognisable and speak in a tone that commands people to listen. Otherwise, you’re just another voice in the crowd that’s getting larger, louder and lairier.
2. Speak confidently
Confidence is key. If you don’t believe your message, why will other people? When Tucker is crafting a plan, or a comms campaign, he’s not doubting himself – he’s certain it’s going to get the exact result he’s expecting.
Authority isn’t imagined, it’s earned. Speaking in the right tone, with confidence in your message, will ensure it permeates the right ears.
Don’t forget: arrogance is awkward, confidence is cool. Make sure you get the tone just right.
3. Speak visually
Whilst there are countless visceral Tuckerisms we could reference, it’s probably best not to. Instead of saying someone might be in trouble, he’ll explain just how much trouble, and what that trouble might look like. Or feel like.
But personifying a problem, or a message, is a great way to help others better understand it. Charities are often great at contextualising their message and showing the problem they’re trying to solve – think refugee crises, health crises, and war scenarios. It’s powerful and leaves little to the imagination, but it makes us compelled to act.
4. Incite action
When Malcolm Tucker says jump, his staffers ask how high, as they’re already trying to jump the highest they can. He’s a man of action, and what’s more, he incites action in others too. A strong call to action is key in any comms campaign. The less powerful, the less likely people are to act.
“Can you possibly do this?” is vastly different from “Do this NOW or I’ll [REDCATED]”
Whilst we can’t threaten people like the fictional spin doctor, a clear, compelling and easy-to-act-on call to action can be the difference between a campaign popping, or flopping.
Need someone to Tuck up the system?
Ok, so we’re not in government – we’re creatives.
And we’re not fictional – in fact, we’re very real.
None of us are Peter Capaldi, but we do think he’s pretty cool.
But for our clients, we’re the go-to when they need a burst of creativity to get a message heard or need our help in building a campaign that delivers serious impact.
We find your voice, create your message, and amplify it. Think we might be able to work together? Let’s find out.
