[ad_1]
Published:
Today the text message is sent that will make the Swedes maintain the restrictions this Christmas.
Public relations expert Paul Ronge is not polite in his criticism.
– It’s almost pathetic.
When Aftonbladet calls Paul Ronge, a public relations adviser and crisis communication expert, he’s eagerly awaiting the crown text message the government promised last week.
The PR expert is not impressed when he reads it.
– Wow. That was it?
That’s it.
– It seems more like the idea of dating 22 million more texts is about showing some kind of momentum. Get headlines about doing something.
Above all, Paul Ronge sticks to the wording “follow the new stricter advice.”
– Sharp advice? So how do you sharpen? As soon as you go abroad, it is clear: you will be fined or not. They are not just advice, but court orders. In this lies, I believe, the entire communication problem for the government and the Public Health Agency.
The text message that is sent today to 22 million Swedish mobiles.
The new regulation of the Public Health Agency replaces the local general councils as of today. These speak of personal responsibility and today the expression “should” is used.
– Many of us are more careful than the Public Health Agency says. Especially the older ones, many younger ones are less careful. The thing is, we do what we want. It is still just advice. And then this will be a huge blow in the air, it will be a PR tactic of the worst kind to send this out, Paul Ronge continues.
Sound like a real saw?
– Yes, it is a total sawing. This gives nothing. If you send a message to 22 million people, you expect it to contain something new or important. And you don’t understand, it’s “the same” but with a twisted tone. It will not improve because you go up in falsetto or because the Prime Minister is sitting on television with a lit candle in front of him.
At the same time, the public relations consultant has a hard time saying how he could have done better.
– I do not know. It is very difficult to say because the legislation is the same as in Sweden. There are no legal possibilities as in other countries. Like in Germany. What is happening are huge “closings”, just before Christmas, and also in the UK. But they have legislation that allows it. For example, walking out of the gate in London can mean huge fines, says Paul Ronge.
MSB: “Unable to link”
Other comments that have been made about the text message are that the Swedish Public Health Agency is abbreviated as “Fohm”, instead of “FHM”, which was more common during the pandemic. And that the text does not contain a link to the Crisis Information website.
“It was not possible to add links to the text message. You can contact mobile operators for more information on technical conditions,” writes MSB about this on their website.
Paul Ronge, public relations consultant and crisis communication expert
PODD Vaccine problem: this is how it can work in regions
Aftonbladet Daily with Inger Nordin Olsson, regional immunization coordinator in the Örebro region.
Listens: ► iPhone ► A cast ► Spotify
Or ⬇️ Click the Listen button
Published:
