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Public Relations Magic: The 4-Part Message Document That Will Make Your Customers Sit Up and Listen!

 

Guest articles > Public Relations Magic: The 4-Part Message Document That Will Make Your Customers Sit Up and Listen!

 

by: Robert Deigh


Whether you have four employees or 40,000, the ability of every member of your team to speak in a unified voice is a very powerful business tool that will help you get higher visibility.

Effective messaging provides you and your team with a PR “codebook” to communicate with all audiences: customers, potential customers, the press, investors, partners and employees. It provides a shortcut for all of your public relations: creating speeches, marketing materials, web site text, news releases and language for proposals, contracts and other official communication. Your team will find it indispensable.

It need not be complex -- 2-3 pages is standard. It includes:

1) The ID graph. This is a single paragraph, the "boilerplate," that describes your organization. Like all of the other messages below, it should answer the question "What Can You Do For Me?" It is often used at the bottom of press releases under "About XYZCo."

2) The Elevator Speech. Keep it to 3-4 floors! Practice a 15- second pitch on how you and your organization can help your "elevator-mate's" organization succeed. What they want to know is "What can you do for me?" good conversation starter at networking events.

3) Must Say Messages. These are the four or five most important messages everyone in your organization MUST know by heart. They should be in ALL communication. When you do a press interview, for example, you should weave them into your answers -- regardless of the questions.

4) Main Messages. These comprise a couple pages worth of accurate details about your organization/services/products/industry that everyone on your team can cut and paste into proposals, presentations, articles, letters, Op-Eds, factsheets, marketing and sales materials.

Once your messages document it is finalized, you, as CEO, or another senior executive, should present it to the company at an all-hands meeting to underscore its importance.


Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a well-known speaker and trainer on media and PR topics. Want more free info to build your business? Subscribe to Deigh’s popular monthly 1-page online newsletter “PR Quick Tips” from his website at www.rdccommunication.com. He can be reached via email at rdeigh1@aol.com, or by phone at 703-503-9321.


Contributor: Robert Deigh

Published here on: 06-Jan-08

Classification: PR

Website: www.rdccommunication.com

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Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

 

 

Please help and share:

 

Quick links

Disciplines

* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design

Techniques

* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower

Principles

+ Principles

Explanations

* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values

Theories

* Alphabetic list
* Theory types

And

About
Guest Articles
Blog!
Books
Changes
Contact
Guestbook
Quotes
Students
Webmasters

 

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