PR Skillset Key Messages

PR Skillset Key Messages

1. Trade Press

   • Magazines or publishing that are specific to a trade

2. What is a Key Message?

   • Essential to any communications
   • What does a company the audience to think?
   • What is their message?
   • Represents the company and its core values
   • Integrated into all of the company's PR
   • How a company talks about who they are

3. PR Skillset 28/9/15

4. Elevator Pitch

   • A message that can be broadcasted or understood within a short space of time
   • If the company had one sentence to explain its value/aims what would that be?
     • This is the KEY MESSAGE!

5. Components of a key message...

   • DEFINE + CLAIM + PROVE
     • How the claim exists? The comp/org's values
     • What can it do for you(audience)? What does the def mean in practice?
     • Usually statistics or rewarding proof. How does it present the claim?

6. Creating a Key message

   • Keep it simple/distil down what you want to say
   • Make message approachable (where relevant
     • No unnecessary jargon
   • Intelligent Tone
   • Use brand vocab
   • Challenge messages against competitors