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Get Your Organization "On Message" to Be Memorable and Grab the Attention of All of Your Important Audiences


Guest articles > Get Your Organization "On Message" to Be Memorable and Grab the Attention of All of Your Important Audiences


by: Robert Deigh

The remaining dog days of August are a perfect time to sharpen your company messages (or create them) so communication with all of your audiences (prospects, press, investors, civic leaders, etc.) will be more effective in the busy fall season and beyond.

Whether you have four or 4,000 employees, your team should be "on message" as a foundation for all of your public communication. If your Web site says one thing about your organization, marketing materials say another and the sales team yet another, prospects will be confused. Confused prospects don't buy.

Uniform and consistent messages are powerful. They give your team an indispensible "cut and paste" guide with language to create effective marketing and PR materials, presentations, website text, proposals and other public communication. It need not be complex -- a couple of pages in four parts:

1) The ID graph: This is a single paragraph that describes your organization. It should answer the question: "What Can You Do For Me?" It is often used at the bottom of press releases under "About XYZCo." Include contact information.

2) The Elevator Speech: Keep it to two floors. You should state specifically how you can help your elevator-mate's organization succeed (that's what they really want to know when they ask "So what do you do?)

3) "Must-Say" Messages: The five or six most important messages everyone in your organization should know by heart and use in ALL communication. When you do a pitch meeting, for example, you should weave them into your presentation. And, the only good reason to do a media interview is to get your messages out to your audiences via the reporter. Do your best to get those messages "placed" into any story about your organization.

4) Main Messages: These comprise a page or so of details about your organization/services/products/issue that everyone on your team can cut and paste into proposals, presentations, brochures, articles, letters, Op-Eds, factsheets, marketing and sales materials. Include vital stats, a bit of history, correct names and titles of key people, a list of services, past clients, awards and important accomplishments (e.g., "2010 was our best year ever").

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 He can be reached via email at, or by phone at 703-503-9321.

Contributor: Robert Deigh

Published here on:

Classification: Sales



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