Messaging allows you control communications, enhance relationships with your clients and they are also a very important feature of a PR campaign.

Here are some tips to consider when creating your key messages.

  • 1. Ask yourself questions
  • Is it believable? Make sure your core message is supported by evidence. Is it easy to understand? Make your language concise, professional, and to the point. Is it positive? Be positive and use active language. Is it purposeful? Make sure your message represents your agenda appropriately. Why am I writing this?

    If your answers to these aren’t strong and clear, there’s no way your PR messaging will be.

  • 2. Keep it simple
  • Remember your key messages should be short and specific. Work out the most important core messages that you wish to portray and write simply but with enough interest to provoke your reader.

  • 3. Targeted messaging
  • Consider your target audiences. What do they need and want to hear from you? Do you have multiple target audiences? If so, ensure you tailor your messages to each individual group.

  • 4. Controlled communication
  • Quite often, what we say is not always interpreted or heard by the receiver in the same way. Influencing the perceptions of other people is not an easy task. However, developing key messages that are clear, concise, honest and positive will put you in control of the information that is ‘out there’ and allows you to influence your audience in the most effective way.

  • 5. Review and refresh
  • Always be aware that your key messages are not static. Everything changes over time so reviewing them regularly is vital in making sure they are still relevant and reflect your core business messages.

So when creating your key messages, think, are they relevant, positive, and consistent? If you can tick all these boxes, it won’t be long before your audience identifies you as an expert in your field and regard you as a thought leader.

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