We are heading into the homestretch of 2012, which means many of us in the PR world are knee-deep in 2013 planning. As you consider how to communicate all the great things about your company or clients during the coming year, don’t forget to cover the basics with a key-messaging refresh.
Key messaging development is typically the first item of business for all new clients at GroundFloor Media. It is the core essential building block from which all other communications are created. We rely on key messaging documents when planning for new campaigns, media interviews, internal communications, you name it. And developing that cornerstone document can take time. More importantly, it is (or should be) practiced and reviewed by those who will eventually communicate the messages.
However, once that document is finalized and put into practice, things can, and often do, happen. Be sure to give consideration to the following:
- Has your company or organization had a shift in its overall mission?
- Were you faced with any overwhelming challenges, controversies or crises?
- Did you grow or reduce the size of the company?
- Were there any acquisitions or splits?
- Did you expand, eliminate, or make plans to change your offerings?
- Was there a change in leadership?
Any one of these issues is pretty monumental to a company and as such, requires a review of messaging. But don’t think you need a major change in order to keep your messaging fresh and current. Even a shift in how we reference things can change over the course of a year so chances are a brief tweaking of language is in order.
As a reminder, the basic rules of key messaging are to limit the number of core messages – typically no more than three statements. Keep them short and concise. We are talking sentences, not paragraphs. And last, but not least, PRACTICE.
If you want to read more about developing your key messaging, check out these posts from my GroundFloor Media co-worker Barb Jones.