The Keys to Strong Messaging Are Balance, Discipline and Focus

By Mike Nikolich, President, Tech Image

Tech Image often conducts strategic messaging sessions with its clients early in the relationship, in order to build the foundation for all communications activity. In these sessions, top executives are gathered together into a room, and asked a series of fairly straightforward questions about their business, their competitors, the marketplace and other key factors. The result of the session is to turn several hours’ worth of discussion into concise messages that quickly tell the company’s story in a consistent manner across many diverse audiences.

It’s a very focused, effective technique that serves as a launching pad for media relations efforts that garner results. But there are misperceptions regarding just what messaging is, why it is important and how it improves communications. People often confuse strategic messaging with branding slogans or other commercial applications. Tech Image believes there is a hierarchy to these messages, and they need to reflect the company’s business plans to all constituents. In this document, we’ll examine the key elements of a strategic messaging platform.

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