Getting your key messages right
Communication is two-way process and before you begin communicating you need to identify exactly what it is you want to say.
Your message, if done correctly, should evoke a reaction in your audience and hopefully cause the person to respond – for example go out and buy your product or disagree with your claim etc.
In PR the message that you want to communicate to your audiences are called key messages and are the core things you want them to know and remember about you.
They form the foundation of any communications plan and should be reinforced in all your communications such as press releases, newsletters, website content and marketing material. The more your customers hear them, the more likely they are to remember them and react.
If you haven’t already do so, identifying your own personal key messages is a good practice for any organisation as it gets you to think about what it is you want to say. The best way to do it is to put yourself in your customer’s shoes and focus on the things they want and need to know about you.
Once you have a few bullet points that sum up what you and your products stand for, have a look to see if these messages are reflected on your front page of your website. Your website is a blank canvas and if you don’t have them here you are missing an ideal opportunity.
You can express opinion and drive forward your agenda in your key messages, but make sure you are credible, believable and distinctive.
Keeping them simple ensures your messages are heard but more importantly understood.
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Medilink PR - Committed to Communication