Franco Public Relations Group Message Development Program

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Message Development

Key messages are essential in media interviews

To be successful, every public relations effort, media interview and presentation should be built around one or more key messages. These messages communicate the story — or the angle on a story — that an organization wants to implant in the minds of its audiences, who may be employees, shareholders, industry analysts, consumers or others.

Through its message-development program, Franco guides company spokespersons through a process of defining these key messages and wording them in ways that are memorable and impactful.

Often, message development is a prelude to Franco's media training program. Or it may precede the preparation of a speech or other presentation.

This program is directed and facilitated by Franco Chief Executive Trainer Stephen Friedman.

The message-development program is carried out over a period of three to six hours and involves such elements as:

Reviewing the organization's immediate and long-range goals

Defining claims of competitors or opponents

Distinguishing the organization's products, services and/or point of view from those of competitors or opponents

Defining the audiences for the organization's messages

Determining the most effective messages for each audience, based on objectives and competition

Finding and enhancing the "news value" of each message

Shaping the wording of these messages into colorful, newsworthy, memorable statements.

Quantifying key messages to produce headlines

Rehearsing the use of key messages in videotaped interviews and/or presentations.

For more information, contact: Stephen Friedman Chief Executive Trainer friedman@franco.com (313) 567-5201 Voice (313) 567-4486 Fax	Franco Public Relations Group 400 Renaissance Center, Suite 1000 Detroit, Michigan 48243 Back to programs list
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