From the course: Public Relations Foundations
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Developing your messaging
- Remember the hashtag ALS ice bucket challenge which raised more than one hundred million dollars for ALS research? It's easy to see how one relatively simple challenge had hundreds of thousands of people participating; that's an example of powerful messaging in video content that led to maximum impact: funds raised. Why can't every message get the same reaction? Peer professionals customize messages based on research and auditing the effectiveness and importance of their communication. You have to deliver your talking points in your content in a timely fashion and with as little bias as possible; they have to be framed with information that further supports and drives desired action. To start, messages must be concise, consistent, compelling, and contribute; let's call this strategy the four C's. Concise messages are short and to the point. Consistent messages are seen throughout your branded communication. Compelling messages are more timely, meaningful, and create emotion, and the…
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