Identify individual messages, Separate combo messages, Create talking points, Choose words carefully
Know your message exactly!
Pick the right message
Boil it down and make it simple
Consider your audience, Use language that is clear to your audience, Include or avoid jargon, Don't go over their heads, but don't condescend either, Tailor message for different audiences, Keep asking yourself: What's in it for me?, Principles of news and newsworthiness are helpful in understanding audience needs and desires
Do you believe your message?
Can you promote it?
Can you keep it straight?
Everyone in the organization needs to know the message
Everyone in the organization needs the exact words and talking points
Prominence, Plane crashes involving Kennedy family in Boston are more interesting than plane crashes involving the Andersons in Pocatello, Argue this point all you want. Prominent people become prominent because they are interesting.
Importance, Some things are important and you need to know them., Totally unsexy, but important things: economy, government, infrastructure...
Proximity, Plane crashes in New York are more interesting than plane crashes in Turkey, Think closer to home
Identification, Stuff that you notice because you identify with it, Personality profiles, Features that hit close to home: school kids, families, warm and fuzzy stuff, tug at your heartstrings stuff.
Oddities (Freakshow), Bus Full of Nuns Holding Babies, Blind golfer
Relevance, What's in it for me?, Why should I care?
Keep them consistent
Stay on message
Do not hint at knowing anything you don't know
NEVER, EVER, EVER SPECULATE!
PR materials, News release or advisory, Post on your organization's Web site, Twitter
What not to do, Don't stage anything...ever!, If you publicize a scheduled time, stick to it., Don't embellish your offering
Don't let media get in the way
In PR, your job is to work with the media, but also to protect your agency and let them do the work that needs to be done.
Set rules and boundaries
This is limited
This takes time
Media won't wait
Keep ahead of them!
Columbine, HUGE EVENT, Justified live coverage, Facts are limited, They need something to discuss
Outside features, Victims, Students, Teachers, Neighborhood, etc.