On daily basis, everyone is confronted with a question around what is important to the person, his brand, and his country at large. It is now our decision to let them know what is important to one, and whenever they see one that is the thing that comes to their mind immediately. In another word, one would have successfully created top-of-mind awareness (TOMA).
Key messages are the main points of information you want your audience to hear, understand and remember. They are bite-sized summations that articulate what you do, why you do it, how you are different, and what value you are bringing to the table. Whenever possible, include messages that help establish memorable marketplace positions. These are approved messages that can be confidently shared through any form of communication.
You and your organization need to come up with the key messages for the year. This would reflect in many of the Public Relations activities, such as press releases, interviews, articles, etc that your brand will be undergoing. Key Messages need to be framed as well by the PR Consultant because it is one of the top actions on the to-do list.
Good content must deliver a clear message that solves a business problem. It must be strategic, relevant, compelling, simple, memorable, relatable, and tailored. You must be focused on the message, it might take its cue from the consumer’s insight for it to communicate effectively.
In developing key messages, aim for three or four concise key messages. Ensure that each of them is impactful and it supports the company’s mission and aligns with expected expectations.
Always put in mind that key messages are the foundation of your communication strategy. They should be used as guidelines so that they can be included naturally in your conversations.
The work on your key messages for the year can still be done, give it a try!
Olutayo Irantiola writes #PRQuotes weekly