IT'S THE MESSAGE, STUPID

Guest post by: Thomas J. Madden
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IS BIGGER BETTER IN PR? - By Thomas J. Madden

Once upon a time it was "the economy, stupid." Today "it's the message, stupid."

We're getting all caught up in the exploding forms of conveying it, but the root of effectiveness of any message, regardless of how it travels to us, is still its content.

Even in the midst oftoday's Facebook mania and twitteronomy, regardness of how fancy or flashy is the carriage it rides in, content will always be king.

Take for example my PR firm endeavoringto point out that one catheter is much safer than most catheters in use in hospitals today. Should the message be "our catheter is the safest?"

Or should he message be more dramatic as follows:

"All patients were created equal. But all catheters were not. Warning: Most catheters on the market tody are actually creating potentially life-threatening infections. One brand sticks out. For whenever Ry Medical Technologies' catheters are put into use at a hospital, the number of deadly infections drops to near zero."

Drama. Sharpness. Clarity. These are the ingredients that make messages work. Whether they're tweeted or flown inon a paper airplane. Pilot to crew:it's the message, stupid.

So let's not forget that all messages arenot transmitted equally. The most sophisticated format, the most modern technology cannot make a weak note profound.

Before the Internet explosion, Leonard Goldenson, the founder of ABC where I once worked, was fond of pointing out that a good story would bejust as effectiveon film, on television orcable. The delivery method wasn't the determinant of effectiveness. It was always what was delivered.

With messages, it always comes down to words and ultimately to the content they constitute.

That's my tweet for today.

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IS BIGGER BETTER IN PR? - By Thomas J. Madden

About the Author: Thomas J. Madden

RSS for Thomas's articles - Visit Thomas's website
Tom Madden is the founder and CEO of TransMedia Group, one of the world's leading independent PR firms serving clients worldwide since 1981. He has held top executive positions at ABC and NBC,where he was Vice President, Assistant to the President, then Fred Silverman. For his exploits in broadcasting and PR, he has been profiled in Time Magazine, Forbes and The Wall Street Journal. Speeches he wrote have been reprinted in The New York Times and Vital Speeches of the Day. Among awards he has received are a "Bronze Anvil" from The Public Relations Society of America. He is the author of SPIN MAN and King of the Condo. email: TMadden@transmediagroup.com 561-750-9800 Ext: 211
Click here to visit Thomas's website.

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IT'S THE MESSAGE, STUPID

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