Brexit From a Communications Perspective
Written by Julia Meighan, Chief Executive, VMA GROUP
The outcome of the Brexit referendum is precariously balanced, with the effectiveness of communication strategies playing a crucial role. As a business owner and chief executive of a marketing and communications recruitment consultancy, I will be voting to stay in Europe. Here, I explore the communication missteps of the ‘remain campaign’ and the broader implications for society.
The Importance of Trust in Communication
Those advising the ‘remain campaign’ seem to have overlooked fundamental principles of effective communication. Trust in government, power, and senior business figures has been declining for years. People now place more trust in peers, experts, and recognized spokespersons who are perceived as more authentic and without hidden agendas.
Despite this, stories from small business owners and European workers have been scarce. Instead, the campaign relies on high-profile figures, assuming their power and position will sway the electorate. However, many of these individuals carry little influence with the UK public.
The Role of Migrant Workers and Economic Stability
The UK has experienced low unemployment for years, with free movement of labor not adversely impacting the economy. Migrant workers have been integral in various sectors, from retail to healthcare. Yet, the message of their contributions is not effectively communicated to the public.
It is crucial for the ‘remain campaign’ to articulate the impact of uncertainty on confidence across all walks of life. People need to understand the consequences of walking away from agreements with major trading partners, which account for a significant portion of economic activity.
Understanding these risks is vital, as they will affect not only the present but also future generations. The incendiary nature of the debate, both online and offline, has been dismissed as ‘scaremongering’ due to the lack of ordinary voices in the campaign.
I welcome your comments! Email: JMeighan@vmagroup.com
