1st Person PR



Reaching the Media

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What Are Your Messages?

You establish relationships with people through conversation and interaction and through messages – clear and distinct thoughts that you want your publics to remember about your organization and its products or services.

Suppose you’re driving down a highway in central Wisconsin and see a billboard that reads:

Aunt Fanny’s Home-Made Apple Pie…Next exit east.

Simple headline, but it makes the point by targeting a specific consumer in a clear way: If you’re in the neighborhood and enjoy home-made apple pie (and, as is implied, other home-made cooking), then Aunt Fanny’s Café is what you’re looking for. The message makes a memorable and relevant point.

Aunt Fanny’s could also develop a message targeted to local residents:

Let Aunt Fanny’s Café cater your next party – home cooking as you like it, without the fuss.

Or, another message reminds residents of one of its community contributions:

Aunt Fanny’s Café serves home-made Meals-on-Wheels to local residents.

Before you develop your messages, consider your marketing and public relations objectives. Who are your publics in addition to consumer markets? What do you want to say to them, and why do you want to say it? What should they know about you? How can you establish common ground with your publics/markets through your messages?

Messages should initially be stated as full sentences, although some will evolve into short headlines for marketing and advertising purposes. This approach helps you clarify your position and the benefits you offer different publics. You can start with the subject (your company, product or service); continue with an active verb (not passive, such as “has” or “is”); and, conclude with benefit/s to your targeted public.

If you only had 30 seconds to tell your consumers what your organization does and who it benefits, what would be your message (not your headline or elevator speech)? And, if you have five publics, consider a message for each of them.





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