As public relations professionals, it is our job to craft a message that speaks to our audience. Today, our audiences are more dynamic, using sophisticated means to get their information. They have the world at their fingertips, but 140 characters and sound-bytes are quickly becoming ordinary prose. With constant noise, and thousands of other companies competing for the same ten-second attention span, it is more important than ever that our messages are seamless.
Here are 5 lessons on messaging:
1. The Message Matters
Presentation, content, context – it’s all important. The messages sent out, whether posts, press releases, pitches, or plans, are vital in communicating your company’s core value.
2. Know Who You Are Speaking To
It is imperative that your company, CEO, etc., know who its messages are targeting. A key stakeholder may want to hear about the company’s competitive advantage, while an industry leader may want to hear about a product benefit.
3. Say a Lot With a Little
Words should be used effectively to say a lot with a little. Thomas Jefferson once said, “The most valuable of all talents is that of never using two words when one will do.” Communicating precisely is precisely my point.
4. Evoke an Emotion
Here at The Cirlot Agency, we like to say, “Make ’em laugh, make ’em cry, make ’em think, make ’em buy.” For the best results, messages should elicit emotion.
5. End With a Call to Action
Leave the audience knowing what you are trying to communicate and why. Is your goal to direct traffic to your website? Is it to recruit sponsors for an event? Is it to get key decision makers to join a cause? Whatever the situation may be, state what you want.
We believe that public relations is about storytelling. Putting these 5 lessons in to practice will allow your company to get its messages across, telling its wonderful story. Furthermore, these lessons will help you win your audience’s attention by speaking directly to them.
Mary Hampton Morrison
Public Relations Strategist