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Rule 1: |
Have one main message with up to three underlying themes to support it. |
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Rule 2: |
All messages should support the organization’s main goals. |
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Rule 3: |
Messages are not necessarily sound bites, they are the ideas you are trying to communicate to the public (messages are reinforced by sound bites, phrases, statistics, anecdotes). |
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Rule 4: |
Messages don’t change frequently. For messages to have impact they have to be repeated over and over again. |
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Rule 5: |
Messages can be tailored for specific audiences, while still remaining constant. |
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Rule 6: |
Consistent messages should pass through all of your communication efforts, not just when you contact the media. |
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Rule 7: |
Messages must be simple. They are ideas that can be explained in a sentence or two - if it requires a paragraph or two, keep working. |
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Rule 8: |
Remember: messages take time to create. Don’t rush the process. |
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Rule 9: |
Repeat, repeat, repeat your message. |
Testing
