Key messages are thoughts, words or phrases that embody the main ideas that you and your firm would like to express to your target audiences. Key messages must be clear, concise and memorable and must also align with your business objectives. Focusing on a few key messages is vital to effective communication. Through your primary key messages, you will communicate your overall message: who you are, what you do, what your clients need from you, and what services and benefits you will deliver to them. You should also create secondary key messages that communicate the nature of underlying or derivative needs. Secondary key messages are used to communicate specific needs or wants that may arise during the course of your business practices which reinforce your primary key messages.
For the next step in your public relations planning, check back next Monday for The PR Lawyer’s Tip #6.
Excerpt from Everyday Public Relations for Lawyers, Copyright 2007. Furia Rubel Communications, Inc. To purchase book, click here.
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