As discussed in the first post announcing the publication of “Eleven Elements to Mold a Magnetic Message: How to Shape Your Story for the Press, Policymakers, and the Public,” sloppy messaging is often responsible for snafus when dealing with the press, speaking in public, and petitioning elected officials.
What’s the solution? I’ve done my best to accommodate in this latest position paper. It offers a springboard for organizations in need of magnetic messages and savvy spokespeople.
A magnetic message rests on a foundation of devoting time to shaping, sharpening, and testing your message. Once that is complete, it is mandatory to instill the discipline in your spokespeople to actually deliver your message when crunch time comes.
As you’ll read in this new resource, “Amazing as it may seem, some executives fail to think through what they want to say in advance, or they lack the self-control to say it. As a result, they meander meaninglessly.”
The first of the Eleven Elements, as the paper details, is “Identify,” in which the target audience must be ascertained. Among the other elements:
- “Collaborate” by deciding who belongs on the message development team.
- “Examine” questions that are likely to arise as a result of your issue or initiative.
- “Fortify” your spokespeople by preparing them ahead of time.
- “Chronicle” your message by putting it in writing.
Companies and their communicators and consultants are encouraged to use “Eleven Elements to Mold a Magnetic Message: How to Shape Your Story for the Press, Policymakers, and the Public” as a starting point for the creation and delivery of a magnetic message the very next time they tackle a make-or-break issue.