Content checklists for PA pros (one good, one bad)

Online content matters. Why? Your target audience may come across it e.g. think the oft-quoted 93% of MEPs use Google daily to learn about policy-related issues.

But content needs to tick the following boxes:

  • It needs to be relevant
  • It needs to be interesting
  • It needs to be clear and ideally concise
  • It needs to be published in channels audiences are likely to use
  • It needs to be marketed so that audiences actually find it

Unfortunately, too much PA-related output in Brussels does not tick these boxes, largely because far too little thought is out into producing it: no it’s not a case of stick something up and the hoards will come.

Outlined below are a couple of checklists, the first showing a smart process, the second showing the prevalent non-process (use it at your peril.)


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