Written by Julia Meighan, Chief Executive, VMA GROUP

We are all aware that the vote on the referendum is precariously perched on a cliff edge. In the end results will be largely influenced by the communications strategy and how effective the messaging was on both sides. As a business owner and chief executive of a marketing and communications recruitment consultancy, recruiting candidates for and from across UK, EMEA and Asia-Pacific, I will be voting to stay in Europe.

Those who have been advising on the ‘remain campaign’ engaging with the public, seem to have learned nothing of what we know to be true in terms of best practice communications. Trust in government, power and senior business figures has been in decline for years and instead we have come to know that people trust peers, experts and recognised spokespersons as being more authentic and without hidden agendas. Yet the stories from small business owners and European workers based here to give their side of the story seem to have been scarce? Instead they keep rolling out the 'big guns' assuming that people will be swayed by their power and position and forgetting that many of these individuals actually carry little weight or