Clear Communication as a Democratic Skill: The H&S Model for Effective Public Messaging

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The H&S Model (Headline and Soundbite) was created and authored in 2025 by Bojan Kordalov, Director of Policy and Communications at the European Centre of Excellence (ECE Brussels) and a Senior EU expert in strategic communication, EU visibility, digital transformation and AI literacy, based in Brussels. In 2025, Kordalov also authored the the A.I.M. Model (Analyse · Integrate · Market) for career development, professional visibility and building digital identity through the ethical use of AI tools. In 2026, Bojan Kordalov authored and created the 4Q Job Interview Model for career development.

The model was developed in response to a growing challenge faced by public institutions, professionals, media actors, and citizens alike: how to communicate clearly, responsibly and effectively in an increasingly complex information environment.

Why do we need the H&S Model?

How can attention be captured and a message delivered clearly in just a few sentences? How can communication build credibility, clarity, and trust rather than confusion or fatigue?

In a landscape dominated by constant information flows, presentations, social media posts, press conferences and public statements, those who succeed are not necessarily the loudest, but those who can extract and communicate the essence of a message quickly and accurately. Too often, messages are heard or read, but not remembered or properly understood. This is where the relevance of the H&S Model becomes evident.

What is the H&S Model?

The H&S Model proposes a simple and structured approach to communication:

• Start with a ‘Headline’
  A clear and strong opening sentence that creates an immediate first impression and captures attention.

• Follow with a ‘Soundbite’
  Two to three concise sentences containing the key message. Even if the audience reads or hears only this part, they should fully understand the core point.

• Continue with details and context
  Only after the headline and soundbite are established should further explanations, arguments, examples, and supporting information follow.

This logic is referred to as Headline + Soundbite (H+S). It is designed to anchor the main message early, guide the audience through the communication, and build trust throughout the process.

More information on the development of the model is available here: https://www.linkedin.com/pulse/wanna-speak-like-pro-just-follow-hs-model-bojan-kordalov-i9bgf/

How does the H&S Model work in practice?

The key to adapt and implement this approach is the consistency. The H&S Model is most effective when it becomes a habit.

Before writing or speaking, reflect on the following questions:

• What would your media-style headline be? How can it be expressed clearly and simply?

• What are the three most important points you want to convey?

• How can these points be expressed in the shortest and most concrete way possible?

• Only than, how do you expand the message with context, arguments, examples, and facts?

This approach ensures that the audience immediately understands the purpose of the communication and is more likely to remember the key message.

Example of the H&S Model in practice

A recent example of the H&S Model in use can be found in one of my articles published on Pulse Z, an EU-funded platform focused on youth, media literacy, and democratic participation.

Headline: AI literacy is becoming a basic skill for young Europeans

Soundbite: Without understanding how algorithms, platforms, and AI systems work, young people risk exclusion from education, the labour market, and democratic participation. AI literacy is no longer optional, it is foundational.

This structure allows complex policy and societal issues to be communicated clearly and memorably, while preserving nuance and relevance. It demonstrates how the H&S Model supports effective public messaging in high-attention, high-noise environments, particularly when addressing young audiences and digital transformation topics.

What does this approach enable?

The H&S Model supports clearer communication across formats and audiences. It helps speakers and writers:

• Capture attention from the very beginning;

• Ensure that the core message is understood and remembered;

• Reduce misunderstanding and information overload;

• Communicate with intention rather than improvisation.

At its core, the model reinforces the principle that communication is not only about expression, but about responsibility towards the audience.

Who is the H&S Model for?

The model is applicable across sectors and professions, including:

• Professionals who speak in public settings such as events, press conferences, panels, media appearances, or presentations;

• Individuals and officials who write articles, columns, LinkedIn posts, announcements, or policy messages;

• Anyone who wants their message to be understood clearly and perceived as credible;

• Speechwriters and advisers in the institutional cabinets preparing speeches or thesis and all those who want to avoid long, unstructured communication that leads to disengagement.

Why is the H&S Model relevant in the digital and AI era?

In today’s digital and AI-driven environment, attention spans are short and information competes constantly for visibility. Decisions about what to read, watch, or remember are often made within the first few words.

The H&S Model helps communication stand out by ensuring clarity, structure, and purpose. It becomes especially relevant in an environment marked not only by data and analysis, but also by disinformation and manipulation.

Clear structure, strong expression, and disciplined messaging are therefore not optional. They are essential democratic skills.

Research on public trust and information environments consistently shows that clarity, consistency and simplicity are critical for effective communication, particularly in democratic societies. Examples: OECD on trust and communication; and Reuters Institute (media and attention)

The H&S Model offers a practical approach to clear and effective communication, applicable across public messaging, media statements, institutional communication, and everyday professional interactions. It helps individuals and organisations structure messages so they are understandable, memorable and relevant in environments where attention is limited and information overload is constant.

How to start using the H&S Model today?

A practical starting point is simple:

• Write your full text first;

• Then extract the headline and soundbite and place them at the beginning;

• Refine them until they are clear, simple, and concrete;

• Observe how audiences react. Do they immediately understand the point? Do they want to know more?

With repetition, this approach becomes intuitive.

The purpose of communication is not to ensure agreement, but to ensure understanding and to enable debate based on arguments rather than emotion or confusion.

The H&S Model does not require special tools or technical skills. It requires commitment to clarity, responsibility, and respect for the audience. Over time, this leads not only to better communication outcomes, but also to greater confidence and professional effectiveness.

Official photo of Bojan Kordalov, Director of Policy and Communications at the European Centre of Excellence (ECE Brussels) and a Senior EU expert in strategic communication, EU visibility, digital transformation and AI literacy, based in Brussels.

Who is Bojan Kordalov and which innovative models he has created and authored so far?

Bojan Kordalov is the Director of Policy and Communications at the European Centre of Excellence (ECE Brussels) and a Senior EU expert in strategic communication, EU visibility, digital transformation and AI literacy, based in Brussels. His work focuses on strengthening professional skills, responsible AI use and clear communication across the European Union (EU) and the EU candidate countries.

In 2025, Bojan Kordalov has authored and created two innovative models: the A.I.M. Model (Analyse · Integrate · Market) for career development, professional visibility and building digital identity through the ethical use of AI tools; and the H&S Model (Headline and Soundbite) for clear communication. In the beginning of 2026 he authored and created the 4Q Job Interview Model for career development.

More information on Bojan Kordalov proffesional biography is available on the following link: https://www.excellenceeurope.org/news/expertise

Frequently Asked Questions about the H&S Model

What is the H&S Model?

The H&S Model (Headline and Soundbite) is a communication framework that helps structure messages clearly by separating the core message from supporting details.

Who created the H&S Model?

The H&S Model was created and authored in 2025 by Bojan Kordalov, Director of Policy and Communications at the European Centre of Excellence (ECE Brussels) and a Senior EU expert in strategic communication.

When should the H&S Model be used?

The model can be applied in public statements, media communication, presentations, policy messaging, and professional conversations where clarity and focus are essential.