On a recent trip to Hungary, in my hotel room I finally found a magazine that I had never seen before and that I would not be able to buy: Diplomata.
Most of its content were interviews; either with foreign diplomats in Hungary, or Hungarian diplomats stationed abroad. Many of the articles' titles listed in the Contents page were quotes from some of the people interviewed. Maybe it was the jet lag and lack of sleep, but the statements made by those diplomats reminded me of many of the statements I see brands make in their communication. They seemed designed to fit with what they thought their audience wanted to hear.
On page 14 I came across an interview with the British ambassador's wife. The only picture is the one below. He looks fairly relaxed. She looks tense; a bit too unnaturally straight and does not seem relaxed - it can't be easy being the ambassadors' wife. Above the picture her quote states: "being natural and spontaneous get the best out of people".
I blame her agency.
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