Do your key messages resonate?
I was speaking to a prospect about her public relations plans, when she said, “We need help with creating key messages; I know you’ll find the right words that resonate.”
Indeed, words matter. Key messages are the points of brand recognition you want your target audiences to understand, remember and recall. They form the foundation of every public relations initiative. Having these approved statements in place also helps to measure message replay and ultimately campaign effectiveness later on.
Here’s my best advice for developing key messages:
🖊️Have a clear understanding of business goals & objectives
🖊️Interview sr. management, select board members and staff
🖊️Review all marketing – website, annual reports, newsletters, sales collateral, etc.
🖊️Create a file of descriptive words and phrases that people often use when describing your company
🖊️Do a competitive analysis to avoid using the same vocabulary
Once you synthesize the above, you’ll start to see words and phrases that will lead to key messages. I’ll write more on key messages in the near future.
What word or phrase do you often use to describe your business or brand?