Eleven Elements to Mold a Magnetic Message. Element Eleven: Broadcast

Following is an excerpt from the recent position paper, “Eleven Elements to Mold a Magnetic Message: How to Shape Your Story for the Press, Policymakers, and the Public.” We’ll discuss each of the Eleven Elements individually to help you get a better handle on each one. Today,we call it a wrap by examining Element Eleven, Broadcast.

“During my years as a press secretary, I developed a powerful internal filter, which worked to strip all things ‘off message’ from my thoughts before they came out of my mouth. – Dee Dee Myers

You have a tool kit full of useful instruments available to you when getting your message out to the media, to target audiences, and to policymakers. Some fit in certain situations and not in others, so make some conscious decisions about what makes sense when. This list is by no means exhaustive, though it gives you a good starting point:

  • Media interviews
  • Speeches to industry conferences
  • Presentations to clients and prospective clients
  • Congressional testimony
  • One-on-one “fly-in” visits with members of Congress
  • News releases
  • Written statements on breaking issues
  • Editorial board visits
  • Satellite media tours
  • Webinars
  • News conferences
  • New media tools like Facebook, Pinterest, and Twitter
  • Your web site
  • Guest articles and op-eds for newspapers and trade publications
  • Newsletters
  • One-sheet leave behind for elected officials
  • Organizational blogs

What’s the bottom line to a magnetic message? Your company’s reputation is next to impossible to rehabilitate, once tarnished. Shoddy messaging is one surefire way to sully that reputation. Let your competitors be the ones who deliver those embarrassing presentations, spew mealy-mouthed quotes to the press, and undermine their encounters with policymakers.

Magnet, Attraction, Attract, Pull

Crafting a magnetic message with four strong legs, holding a workshop to ensure you’ve got it right, involving the right people in its development, and bringing on board an expert consultant

for critical issues goes a long way toward gaining victory for your company.

Also, don’t forget to instill your executives with the discipline to deliver your message, road test it, and commit it to writing.

Follow these common sense guidelines. They can help your company raise the odds of achieving your long-term business goals and public policy objectives. Your reputation hangs in the bal


What is your next step commitment when it comes to implementing the Eleven Elements to Mold a Magnetic Message?


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