public relations messaging
DESCRIPTION
This covers some basic rules when it comes to crafting an organization's message.TRANSCRIPT
The Art of Messaging
Bridget MeadeOnline content developer, ThisisReno.com monkey
@frogthrower
Words. Feelings. Connection.
Public relations messaging:
“… very terse communications that pair a product or a company with a strong positive emotion or feeling. They can be expressed in very few words, but they communicate a great deal.” – Doug Richards, School for Startups
You should care.
• Business objective• Marketing
• (psst… this includes social media)
• Crisis communication• News and events• Funding
You have 15 seconds.
• Services and/or products offered
• Ideal potential customers’ needs
Crafting your message.
“Substitute ‘damn’ every time you want to write ‘very;’ your editor will delete it and the writing
will be just as it should be.” – Mark Twain
Keep it simple.
• Brevity is better.• Too much text is truly terrible.
• Use language everyone will understand.• Avoid acronyms and industry jargon. • Big words don’t necessarily make you sound smarter.
There, they’re, their.
• Proper spelling, grammar and punctuation.• Active vs. passive voice
» Active: “We serve Blue Bottle coffee.”» Passive: “We will provide hot coffee.”
• Resources:» Grammar Girl (http://grammar.quickanddirtytips.com)» Google » AP Style Guide (on and offline)
• SCREAMING.• Don’t.
Proofread!
• Visual aid• Read it backwards• Read aloud • FLAG ALL ERRORS• Have a friend?
Remember:
• Your message goes everywhere.• Proofread.• Writing mechanics matter.
Thank you!
• Case studies? (Progressive has a doozy.)• Messaging problems? Let’s talk.
Progressive’s regression
• What happened• Matt Fisher’s sister Katie (a Progressive customer) was killed in a
car accident• Other driver was underinsured• Progressive refused to pay out on her policy• Fisher’s family sued the other driver in order to take Progressive
to court• Progressive appeared in court to defend the other driver but
denied it• When Fisher started tweeting at them, their response was
canned, unemotional. He responded publicly. So did others.• Main problem: failure to respond
immediately, appropriately, or effectively