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Manage your message
Once you have carefully developed your message, “message development” helps ensure that everything your organization and its staff does or says reflects that message. Events, interviews, written materials, etc. should all somehow convey and reinforce the organization’s message. Proper message management means that you will never be lead “off message” i.e. when you do or say something that does not support the themes that your message set up. This often happens in the media when an issue that is similar to yours is more popular.
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Your messages should not always be delivered by you. So consider different voices and different spokespeople from both inside and outside your organization. Third party validation – professionals or experts in the field or people who have been affected by your work – can provide credibility to your cause and be the voice that others believe and hear. |
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