LPP PR Recipes Series: Messaging that Truly Differentiates a Brand
This holiday season, Lois Paul and Partners is bringing you a series of recipes to share the best ingredients and practices required to achieve great PR results. Subscribe to our blog to follow the series and connect with us on Twitter, Facebook, LinkedIn and Google+ for more social content and inspiration year-round.
PR pros know that messaging is the secret ingredient to any business communications plan designed to transform a brand from generic bland to gourmet grand. Just as a store-bought apple pie will never stack up against grandma's homemade recipe; accurate, creative, and on-point messaging is what differentiates one brand's communications program from another. Much like grandma's pie, the prep work can be a little labor-intensive, but all the sifting and kneading is well worth your time and resources if it results in coverage and even user-generated stories that capture the essence of your brand’s message. Here's how to handcraft messaging that will make audiences drool:
2. Three key messages
3. Proof points
5. Spokespeople who can deliver
When crafting a message, it is important to begin with the end goal in mind. By creating a vision of what you want to accomplish with the final product, and what you want your brand to look, feel and sound like through your message, you will have something concrete to work toward. This should be done ahead of time by conducting POV (point of view) or input calls with your clients. Getting their insider perspective about what their brand is, does, or represents will set the tone for the rest of the prep work.
After the vision is set, dice it into three separate parts. Having too many messages you want to convey can be distracting and confusing for your audiences. Keeping your messaging to three key points will help everyone, spokespeople and reporters included, to stay on target and ensure that your audiences can retain the essence of your brand.
However, before a reporter will take a bite, they will want to see that the proof is in the pudding. Supporting statistics, case studies, or customer testimonials are all ingredients that should be sprinkled throughout each of your key points to build credibility.
One ingredient that is often left out is creativity. Creative messages that are unique to your brand will help you stand out among competitors. Whether it's a play on words throughout your marketing collateral or an analogy that explains your technology better than technical language does, there are some creative ways to spice up your messages and their delivery. Keep social media channels in mind for this step, and take into consideration the amount of information your audiences are consuming on a regular basis. Creativity can be the difference between making someone’s day with a fresh approach to content and messaging, or being deleted right out of a stream and tuned out of existence.
Last, but certainly not least, securing spokespeople who can speak directly to your handcrafted message is key. It can be frustrating when spokespeople go off topic and don't present the product you've baked to perfection, so it is key to prep a spokesperson ahead of time through media training and/or executive storytelling workshops. This allows an opportunity for the messaging to marinate with them overnight so that they may absorb every last drop and deliver delectable briefings.
All in all, if messaging is the meat of your PR progam, this recipe is sure to deliver a result that satisfies your client's craving to differentiate themselves in the market and keep audiences coming back for seconds!