Key Messages and How to Use Them

You have your key messages worked out, what do you do with them now?

And, importantly, as you're seeking editorial, not paid advertising, how do you get them included in stories on your company?

Afterall, it's editorial and, hence, you can not dictate what a journalist includes in their story.

You can not control what the media reports about you, that's a fact. If you want to control the content of a story or when it runs, the answer is simple, book an ad.

Running an ad gives you complete control over what is written and when it is run. But ads do not have the power of editorial because with the latter the reader/viewer/listener knows that a journalist has reviewed the company and objectively reported on it. They know that it's believable - credible.

It's the significant strength of this credibility that makes editorial so valuable. 

Think about when you read a magazine, do you bother with the ads? Not usually but an interesting article will get your attention and possibly action.

Whilst you can not dictate to a publication or journalist what is included in a story on your company you can do your best to get your key messages into it by: 

• In all media material ie; media release, biography, fact sheet, make sure that the key messages are included and clear.  

• When you are interviewed by the journalist know what key messages you need to convey for that particular media (depending on the publication).

For your different business objectives you will have different key messages. And you will be targeting different audiences and media.  For example for your business objective of attracting new staff you will be targeting very different media than for your objective of increasing sales. 
You will most likely be targeting the employment section of your newspaper and your key message will be that your company is looking for smart, ambitious new staff members.  

So that is the key message you will convey in the media interview with the career section of the newspaper, whereas you probably would not be using that key message in an interview to increase sales.

Before the media interview work out what your key messages are and have them on a piece of paper.  You can refer to them during the interview which will either be via phone (most common) or in person.  The journalist will not mind you referring to your notes so have them handy.