Headlines

Public relations tips, tactics and trends
Volume Two, Number Four

Welcome to Headlines, a free newsletter published by Polaris Public Relations with practical information about the PR industry.

The Fine Art of Key Messages

In the last issue of Headlines we covered what to do when media come calling. Spending 20 minutes to properly prepare key messages is crucial in giving effective interviews. Here are some basics on developing and delivering key messages that will work for you.

What are key messages and why are they important?

In simple terms, key messages are the major points you want to communicate. They are the foundation of any interview and ensure consistency in your messaging to the media—especially for companies with several spokespeople.

On the surface, key messages are quite simple. They are merely 20-second information "nuggets" that tell your story in an interesting and consistent way. They are what you want a reporter to remember and write about.

Media always love a good sound bite because it can help animate and tell the story. They’re not looking for eloquence, they want that quotable quote that will bring originality and relevance to the article.

Knowing your key messages is a way to manage and focus the interview. In most cases, media interviews are brief and provide limited opportunities to get your message across. Plus, the editing process means that many of your answers end up on the cutting room floor. Any interview, regardless of length, may result in as little as one single quote in the final article. The key is making that phrase count.

Developing key messages

While it may seem simple to come up with a handful of key messages, there is a lot that goes into formulating those few words. Here are some guidelines to follow:

Develop a message that addresses every issue relating to your organization in a positive way.
Make them memorable. Paint a verbal picture. Create "attention-getting" messages that break through the clutter and make people notice.
Make them short. Keep the language simple, the sentences brief, and avoid jargon. Each message should be powerful enough to stand on its own.
Don’t overdo it. Keep your key messages to a minimum. Three or four key points are plenty.
Back them up with statistics in easy-to-understand terms. Or quote an expert to add credibility to your statements. Provide interesting facts that support your claims. Saying "This organization is committed to the environment" would be more noteworthy if you said: "This organization is spending $5 million to install equipment that reduces emissions by 75 per cent."
Make them understandable. Use analogies or comparisons to explain more complex concepts. Use personal experiences to illustrate your point.
Increase the news value by pointing out what’s new, different or unique. Or turn your messages into tips or "usable" news (e.g. how to maximize retirement savings).
Cater to your audience. Messages for business media will be quite different from messages for lifestyle reporters. Where relevant, tailor your messages for different parts of the country.

While you may know your messages cold, introducing them in an interview can sometimes take a bit of maneuvering. In our next issue we’ll cover some interview pointers.

© 2004 Polaris Public Relations. All rights reserved.

Shelley Pringle is principal at Polaris Public Relations, an associates-based PR agency that offers a full suite of communications services. She can be reached at 416.597.1518 or shelley@polarisprinc.com.







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