Month: June 2017

Speechwriting for government: predicaments and principles

Arguably, there has never been a more important time for speeches – particularly from those with an authoritative, trusted and educated voice who can help inform the public and media discourse, correct its inherent misconceptions, and promote community confidence in government. As such, there also has never been a more important time for the speechwriter, particularly those in the public sector. While the speechwriting profession is well-established in the United States and the United Kingdom, it is comparatively less developed in Australia. contentgroup’s new resident speechwriter takes us through why.

The undeniable power of the influencer

Using influencers to promote your brand is the modern-day equivalent of word-of-mouth recommendations. As audiences, we tend to trust them more than brands (often the same brands they’re working for) and feel more personally invested in a product or message when someone we like is delivering it. Writing a marketing plan without including an influencer strategy is like flying to Paris and not visiting the Eiffel Tower – it’s just not the done thing. contentgroup’s very own Sarah Ferlitsch, an Instagram influencer in her own right, tells us why.