Earlier this month, I conducted
a workshop on public relations messaging for professionals at our local co-working space. When considering how to make the session engaging, I spent time researching, reading and thinking about how others approach the topic. Here are my key takeaways from the preparation and the session worth considering if your company is struggling with the message behind your brand.
When people say brand, you say…
Many professionals think of brand in terms of what a logo looks like. Really what the logo says is the message the company is working to brand. For example, in 2004 Dove wanted to rebrand itself. Instead of simply refreshing the logo, the firm working with Dove professionals conducted research querying about 3,000 women in 10 countries. Only 2% of respondents said they would call themselves beautiful. Dove’s communications and advertising now depict real women of all shapes, sizes, and ages because Dove wants to convey its product is for all women. The company did research, made a discovery and developed its message that’s a thread in its marketing communications.
A,E,I,O,U make the message…
In the English language, we simply have no words without vowels, right? In public relations there’s no communication without the message. Here’s what goes into the messaging mix as you consider how to convey your company’s brand.
Use research…
Whether formal or informal, the people around you have different views of your product or service than you do. Often they have great insight and ideas. Have you ever asked them for feedback? Our team has worked with clients of all shapes and sizes to interview staff, clients, vendors and others close to the company to hear what they think. That information creates the message and the communications strategy.
Keep it simple…
Company jargon only turns potential customers away. Everyone has a solution to solve a problem. Many companies use their industry words and phrases to attract prospects forgetting people may or may not know the lingo. Be sure to keep words simple yet on balance with industry vocabulary.
Share it…
I recently spoke with an industry colleague charged with working on a website project. He admitted as he wrote copy, leadership at his company gave feedback with different words, approaches and phrases. Starting with one messaging document and ensuring everyone in leadership understands the why behind it streamlines a project. Would you build a house without a blueprint? So why create public relations and communications without a messaging master plan?
Wondering how to get started? Call us and let’s talk more. We’d love to hear from you.