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Do you have effective key messages?

Written by: Catriona Pollard

Article Overview: In PR we are always going on about key messages. We use them in everything from prepping for a media interview through to writing websites and corporate brochures. But what are they?

Do you have effective key messages?

In PR we are always going on about key messages. We use them in everything from prepping for a media interview through to writing websites and corporate brochures. But what are they? Key messages are the core message you want your target audiences to hear and remember. They are really important because they allow you to control communications and enhance relationships with your target audiences.

Key messages are designed to work out what you really need to get across on the topic to the audiences. They are what you must say and get across in the communication situation - irrespective of what questions the audience asks - particularly in a media interview.

For a business, key messages are an extension of the elevator statement you use at a networking function- and you should have around seven messages that are:

• believable - support with evidence

• easy to understand - reflect stakeholders understanding

• distinctive - clear competitive awareness

• agreed - company strategy

• credible - know your stuff

• Drive your agenda

• Enhance positively

• Use the brand

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Article Tags: Catriona Pollard, communication, CP Communications, effective PR, key messages, planning, public relations, Public Relations Sydney



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