by Amy Schwinge, MAOM
With today’s instant viral communications, I have noticed that sometimes organizations focus on the quantity of messages versus the quality.
Even with social media, blogs, websites, e-mail, etc., just a click away, I think the message still should be relevant, on point, and of interest to who is receiving the communication (target audience).
That is where the key message comes into play. Even if an organization has a ton of messages to share, each communication should focus on a core message. For people in the communications field, crafting key messages probably comes second nature. However, in the fast-paced world of getting the communication out as fast as possible, the key message can be lost.
According to The Public Relations Society of America (PRSA), “Communications cannot always be controlled, but messages can. With repeated use, key messages and proof points ensure dissemination of clear, consistent and compelling information. Such messages serve as the foundation for effective communications, and can drive desired actions and positively impact your business.”
A quick link to a helpful resource: PRSA offers a webinar on how to develop meaningful messages. This webinar could benefit novice to veteran communications professionals.
