PR Strategy: Staying on Message

Staying on message is a key skill for effective public relations. When speaking to the media, corporate spokespersons should have clear, concise messages (no more than 3-5) that are repeated throughout the interview. Restating the messages increases the chance they will end up in print and not on the cutting room floor.  

Here’s a good example from one of my former Novell executive clients, now heading up Canopy Ventures. This appeared in the Provo Daily Herald.

   “We’ll be investing between $1 million and $5 million per company to help them get their product to market, improve channels of distribution, and reach global markets,” Heinz said. “There are three factors we look at before investing — people, technology and marketplace. Do the prospective companies have a successful track record? Is the technology disruptive? Does it cause changes in buying behavior or ways of doing things? What is the anticipated size of the market? Does the technology have the opportunity to dramatically grow and will the market support that growth?”   

You can bet your bottom dollar that Ron did not wing this interview. Having worked with him while in PR at Novell, I know he prepares well so that statements like this come across as genuine and smooth as glass. Thanks for the example of good spokesperson training, Ron.

About the Author:

As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.

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