Here’s a little exercise: Someone sees your company/product logo on your shirt, on your notebook, on your briefcase, what have you. You get the distinct impression that this is someone of importance – a major player. They inquire as to your product or service.
Quick now, without thinking about it much (because you just don’t have that kind of time), what will your response be? What is the key message that your next few sentences will convey?
Situations like this, and many more, are why developing key messages are so crucial to the success of a business.
Why the Development of Key Messages Is Essential
You can better control how your company is perceived by the public through the development of key messages. They will become more of a representation of your brand and a driving force behind all you do, the more you deliver your key messages.
Knowing exactly what to say, and how and when to say it, can do the following for your brand or company:
- Make communication with journalists (and the like) flow smoothly and feel easy.
- Demonstrate your value, particularly to key stockholders.
- Set you apart from your competitors.
Keep It Simple
In the time it takes to have a brief but concise conversation, you should be able to get your message across effortlessly and simply. Your audience needs to gain the right kind of information from your message without hearing advertising slogans, confusing terminology, or legal speak. Follow these tips:
- Rather than focusing on product features, concentrate on company-provided benefits.
- Make sure that your message differs from your competitors through careful analysis.
- Consider your brand. What will people associate with it when they hear the phrases or words used in your message? Consider using terms such as ingenuity, pioneering, dependability, etc.
- Your overall goals must be supported by your message. When developing key messages, always consider your taglines, branding statements, mission, values, etc.
- Keep it brief.
Have a Conversation
Your key message is not a formal lecture, so keep it conversational. It needs to sound true and natural when spoken. Be friendly, but not overly so. Appear trustworthy and caring. Focus on integrity, expertise, performance, innovation, reliability, and more in your company’s key message.
Okay, you’ve got your key message all set and ready to go. Remember, however, that through the use of fundamental, distinctive facts, you must be able to back up any claims in your message. Telling everyone that your company is the best isn’t enough. You have to say why you’re the best – i.e., special attention to every client, high rankings in national surveys, etc.
Your Final Step to Developing Key Messages – Hire the Specialists at JoTo PR Disruptors
Sadly, in many respects, the public relations industry has simply lost touch with reality. To deliver results, JoTo PR Disruptors considers the needs of consumers today and delivers! We believe in good, honest, groundbreaking PR – not the use of smoke and mirrors. To succeed in today’s dog-eat-dog business world, you can’t rely completely on past accomplishments or a great reputation. You want, in the best possible light, to tell your story and have better control over public opinion. You want your company to be all that it can be. We can help. Contact us today to find out how.