I’ve been writing a lot about strategy in this series on message planning. When you enter the execution stage and start to plan your individual messages that support your strategies, it helps to think about the results and performance you plan to achieve with each message. I think it’s useful to go through the exercise of planing the ideal action, reaction, interaction or transaction you might produce in response to each message. [Read more...]
Recently I went on a little road trip—about a thousand miles—and was amazed by the number of completely ineffective billboards. In the same way a reporter may only give a press release a five second glance, billboards must communicate its entire message in the same amount of time. While not traditional PR, in order to communicate effectively, billboards should follow the same 5 Five-Seconds Rules: [Read more...]
When someone asks what you or your organization does, are you prepared with an on-message, concise explanation? If somebody asked 10 people in your organization what your company does, would they get similar answers? If not, you may be missing countless opportunities to establish and reinforce brand awareness. To maintain consistency of message across all your audiences, I suggest you develop and share an elevator speech with your organization.
Okay, everyone might now know what an elevator speech is (you can probably figure it out). Simply put, an elevator speech is brief description of your organization—who you are, what you do and why it matters — delivered in the time it would take to move between floors in an elevator (that’s not a long time). [Read more...]