- 22 Dec 2016
- 0 comment
- Posted by entrepr
- Campaign Planning & Ideas
You must understand what your core messages are so you can keep them consistent for maximum impact. Although every story idea you have will be different, the underlying message should be the same.
We ask the following seven questions to every new client before campaign planning begins, and the answers are important in defining core messages:
what are the organisation’s current business goals?
what audience groups do you need to target to achieve these objectives?
define audience groups and their characteristics, likes and dislikes.
how do the audiences currently feel about the product /service /issue /industry /current solutions?
how does the organisation want them to feel?
what, then, are the key messages that will appeal to the audience?
what are the business’s Unique Selling Points (USPs)?
how can PR best assist in pushing these messages and USPs?
Persuading your audience to carry out a certain action is usually the ultimate aim of your message. Appeals that move people to act include the following:
- better value for money
- be in-fashion
- have latest technology
- have nice things
- better health
- better sex
- more relaxed
- more free time
- make life easier
- reduce or escape pain
- be entertained
- more excitement in life
- improving life and security for family
- improving life for pets
- realistic and affordable solutions
What kind of messages will make your audience tick?
