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Most of that was guff or only worked on trivial things. Actual urgent serious things need an entirely different approach.
grams-
Can’t comment on how much of it was guff, but they definitely had effective lessons to share. Without doxxing myself, for several years my job overseas saw me participating in crafting urgent messages to the public and national governments in response to major crisis scenarios. One can never get it 100% right 100% of the time, especially under pressure, but getting the priorities wrong in a 3 word message? Abysmal.
Edit to add %
Adhiero
I can’t understand how they keep dropping the ball with their message crafting, and especially their slogans. The Government developed an entire team of expert sociologists and psychologists dedicated to optimising public messaging impact (Behavioural Insights Team, hence privatised but still providing training to government), and I know firsthand how effective and proficient they can be at crafting these types of messages. How do they continue to get it wrong?