Messaging+Positioning

Messaging is a critical component of a comprehensive PR/communications campaign. But words cleverly strung together do not a message make. To cut through the background hum, your message—in all its forms—must not only reflect the passion you feel for your story, but get to the right audiences in the most effective way.

Messaging establishes a fundamental market position and maintains consistent communication among internal and external audiences—especially as you aim to grow your business. The process begins with a one day ‘brain dump’ session and SWOT (strengths, weaknesses, opportunities, threats) analysis to thoroughly assess your present state (past communications campaigns, coverage to date, current messaging, marketing programs, differentiators, products, marketplace and competitors). The results of the analysis are then used to build a concise messaging framework that will not only serve as a point of reference to accurately measure your market position and when engaging all target audiences and media, but also for the development of content, press releases, marketing deliverables, email campaigns, sales, and website communications.

Example key elements include, but are not limited to:

  • Elevator Statement

  • Boilerplate

  • Value Propositions

  • Go-to-Market Messages

  • Target Industries

  • Target Audiences (including role-based)

  • Key Differentiators (What do you bring to the market that’s different, new or innovative?)

  • Service or Product Offerings (including features, capabilities and benefits)